Full Frontal PR Report
Amanda McNulty Sheldon

So, your CEO or client is dying to get into Publication of Their Dreams and will consider no less than a perfect hit. What do you do when Publication doesn’t answer the phone?

Every PR professional and media seeker has encountered this dilemma: how many times can I call a reporter before it is too much? While badgering a reporter with endless phone calls can never be recommended, key to securing a hit is quality phone time. And when the news is urgent, one call and a voicemail will not get you anywhere. Following are a few tips for consideration:

They Are Not All Your Friends
Yes, we all have some excellent relationships and even friendships with key members of the media. News, however, is news. Call them with anything else and risk landing in the Siberia of lost media contacts or have your product/company ranted on in their coverage. Make sure the news is appropriate in terms of audience and timing before you hit redial.

When you do know this is a story they wouldn’t want to miss, do not give up after one half-hearted attempt to make contact. With the right news story, more often then not, they will appreciate your repeated attempts to get the news to them.

Don’t Waste Your Effort
While calling a reporter on deadline with anything less than Pulitzer-caliber story will harm your relationship, it is also an enormous waste of time. Even long-lead monthly magazines have deadlines that can keep reporters locked away for hours and days.

The same can be said for media that are on vacation or at a tradeshow. Listen to that voicemail. Know your industry and what events are happening, including major earnings announcements, and consider that before you call. Talk to others on the editorial staff when necessary.

Are you always calling at the same time? Consider time zones and remember that reporters are people too—they eat lunch, sleep, and have regular editorial meetings. Call at the same time every day or week and end up with the same result.

Be Willing To Put the Fish Back
Just like you need to learn how to take “No” for a response, you need to be willing to accept that a reporter cannot cover your story every time. Give them a break and you will build a lifelong relationship.

Know Thyself
In summary, what does it take to know? Know yourself, your relationships, and your media outlets…and get on the phone and dial.

Amanda McNulty Sheldon is an Account Manager in RLM’s LA office. She knows that some PR pros need to be saved from themselves.