Understand the Role of the Media

Public Relations is the art of arranging the facts so that people will like you, trust you, believe you and care about

what you’re saying.

Always remember which type of publication you are talking to…

News Titles (Daily, Weekly, National, Local, Broadcast, Print) report public interest news

Business Publications report trends and issues (financial, management, marketing)

Trade Publications report on developments (new products/services & developments, channel issues)

Trade Publications

European editorial teams are small & may consist of only one editor

It’s important to remember that editors won’t necessarily be an expert on your company or product…

Nor will they have a lot of time, and they definitely won’tforget being let down…

But they will focus on interviews with the companies that have helped them

produce the best stories in the past.

W h a t d o j o u r n a l i s t s w a n t ?

Most want to help you – they are on your side and want to promote:

- You (as a personality)

- The technology

- The industry

They will also want validation of their interest, time & ink/noise

Journalists are often under pressure to deliver copy, so need news

Don’t forget that journalists can be biased, although they generally aren’t “out to get you”

Finally, never confuse journalists/editors with analysts!