One of the best books I’ve read this year is Thomas L. Friedman’s “The World is Flat.” Now how does that book relate to PR?…In PR, one might say the world is flat as well and even further, that it’s a small, small, world. The reporters and editors covering a certain sector of the news know one another and some of them have known each other for years. They travel to the same conferences, break bread together and late at night some even venture away from their laptops to down a good beer or two.
Why does it matter to your company that they all know each other? Because what it really means is that they all know the companies they cover too and probably at one time or another have shared insight, opinions or general gossip amongst one another about the companies and the folks working there.
So if your company spokesperson is demanding, brash, or condescending in their treatment toward journalists overall, that won’t stay a well-kept secret for long.
If you have a communications director that regularly calls journalists and berates them for the stories they’ve written or demands to see the stories for a read-through before they’re published, then most likely your company won’t see alot of traction in your news coverage.
Journalists have long memories so for your company let them always be good ones.
Finally, to quote from Friedman’s book, “"You can flourish in this flat world, but it does take the right imagination and the right motivation." (The World is Flat)
Always be ready and prepared to use your imagination to motivate goodwill and good coverage from journalists.