Top 10 PR No-nos, Part II

Robert Mullins is a freelance technology writer in Silicon Valley. You can find him online at his Robert Mullins blog.
In my last post, I ticked off five ways PR people can tick off journalists. Now here are the other five, as collected by the Bad Pitch Blog:

5. You’ll be sorry. This hasn’t happened to me but I’ve heard it from other reporters that PR people have implied that they’re missing a great story by ignoring their pitch. Somehow, the theory goes, the reporter will be pulled into their editor’s or news director’s office the next day who’ll ask, “You HEARD about this story and didn’t follow up?” Bad Pitch says, “Good luck with that approach.”

4. One Bad Pitch poster bundled a number of miscellaneous no-nos, including “I told you I’d get the CEO, but…” The advice: never overpromise what you can deliver to the reporter. Another no-no, “I already pitched the Wall Street Journal but they said no.” This would be like Dick asking Jane out for dinner by explaining, “I really wanted to go out with Linda, but she turned me down.”

3. Can I review or edit this before it gets published? I still get this one. Here’s why reporters and editors don’t let sources see the story ahead of time. We don’t want them to see what we’ve attributed to them, have second thoughts about what they said and then try to change it. If the source said it, it stays in the story. There are a few instances in which I’ve shared portions of a story in which highly technical material is included to make sure I am explaining it right, but never the whole story. If the source is paying for words about them in the publication, then they can edit them beforehand. That’s called advertising.

2. We’re a big advertiser. Does that count for anything? Wince! Even if there is no intention to imply that because you’re an advertiser, therefore I should write about your company, the comment colors the whole rest of the conversation. When I worked for a business newspaper a few years ago, I trained myself to not even look at the ads because I didn’t want to know who was an advertiser. Sadly, some editors perk up when someone mentions they’re an advertiser, but none that I’ve ever worked for.

1. The unintended putdown. A variation on “I really wanted to go out with Linda,” this one covers the instance in which the PR person is trying to interest the publication but ends up insulting them. “We’ll give you a local exclusive on this. The Wall Street Journal is doing a piece, but we don’t view you as competitive.” Ouch. Also, “Sorry, we’re only briefing top tier media on this news.” Then why are you calling me?

Hope this helps. Again, most of the PR people I’ve worked with over the years have been far more professional than to commit these foot-in-mouth blunders, but the advice bears repeating. Call me any time with a pitch, but have these tips pinned up on your cubicle wall for reference.

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