Recently Bulldog Reporter and Cision distributed the “2010 Journalist Survey on Media Relations Practices” which included a few interesting (brow-raising) points in its executive summary including journalists expressing concerns with PR professionals. “In terms of frustrations in the relationship between media and corporate communications and PR professionals, journalists report a wide range of dissatisfactions.” Examples listed: communication professionals don’t understand the subjects they’re pitching and they only have “some understanding” when it comes to a journalists’ media outlet, job and editorial focus. Ouch.
So today we are debuting a new blog series called “Aprés with…” in which we’ll provide you, our readers, a better look at how some our favorite media members operate. We hope that these posts will help in alleviating frustrations for both the PR professional and the media – we need one another so best to work together. And it’s applicable for all of us in the communications industry – whether you’re at an agency, a sole proprietor or in-house – learning more about the journalists you’re pitching is basic Media Relations 101.
(cue healthy chorus of kymbaya)
To kick off the series we have a serious heavy-hitter… Sarah Bowen Shea.
Think you’re busy? Think again.
Sarah Bowen Shea, or SBS to those who know her well (no, seriously “know”), is a freelance writer who has her fingers in nearly every pie on the table. She’s a contributing editor for Runner’s World, the athletic footwear editor for Shape magazine and co-author of Run Like a Mother – a book that is literally blazing trails on the social media scene. (weak pun was totally all mine. sorry)
Sarah graciously gave us a few minutes of her very valuable time to answer some questions….take notes kids, this one is brimming with info:
Outlets you write for:
I write about fitness, gear, and health for variety of pubs including, Runner’s World, Shape, SELF, Whole Living, Fit Pregnancy, Health, MORE, and occasionally the New York Times. (But I DO NOT have a direct line to them!!)
What stories are you interested in hearing about?
Trends–genuine, interesting trends—in fitness and gear.
Preferred method of contact: email or phone?
EMAIL. I’m NOT a phone-gal. And do NOT call my cell phone unless you want call to be dropped by lousy 3G service in my house.
To follow-up or not to follow-up?
No follow-up please unless I request it. If I’m interested I’ll respond—I’m very responsive on email when I’m intrigued.
Use social media to get story ideas? Following anyone interesting on Twitter?
Hmmm, I guess it hadn’t even OCCURRED to me to use social media to get story ideas unless you count paying attention to what fans on my co-authored book’s Facebook page are talking about. (Run Like a Mother: The Book. Score points with me and pay attention to it!)
What do you read regularly?
I live for the New York Times. I read Runner’s World and Entertainment Weekly cover to cover.
Where do you get story ideas?
Majority of stories I write are assigned to me, not ideas I pitch. But the ideas I do pitch I get from savvy PR people; from Outdoor Retailer trade show; from doing what I love (running and working out); from interacting with friends and fans of Run Like a Mother. (If you have to ask, you haven’t been paying attention!)
What’s the coolest thing you’ve seen in the active lifestyle/outdoor industry lately?
Hmm, it’s been a while since my skirt was blown up by anything super-cool. First thing that jumps to mind is Saucony’s Sleep Suit at Winter OR Show.
Media events- helpful or just an excuse to get out of the office?
Depends, but usually the latter. You forgot to add third option: A great way for a freelancer to make valuable connections with editors. Thus don’t just invite freelancers—we’re a fun group, but then there’s no biz contacts made. Oh, and fourth option: A time-suck away from my family and desk. I’m FAR more choosy about press trips now than I was in my mid-20s.
Fellow PR peeps, are you guys taking notes?!?!
The weirdest/craziest pitch you ever received? (either a product or the actual pitch. Don’t worry, no brands/companies/PR people will be named)
None come to mind. But one company, who shall remain nameless, used to tick me off greatly with all the useless, showy packaging they’d assemble to announce one little bit of info. Thankfully the recession has eaten up such waste.
Note: send Sarah simple direct mail pieces.
Ultimate PR ‘no no’s (bad grammar, spelling errors, misspelling name)
Where to start: Typos are a big-bad on my list. As is leaving “h” off my first name. Oh, I know biggest bad: Sending unsolicited product or press kit with WAY too much packaging or overnighting it. Heck, give me the $30 you paid FEDEX and email me a link to online press room instead! Minimize carbon footprint and save some trees, people!!
Updated Note: send SaraH electronic simple direct mail pieces.
Your biggest pet peeve when working with PR people:
Sending wrong product when specifications.have.clearly.been.spelled.out.for.them. Don’t make me ask you for your FEDEX account number to return stuff to you! I’m still perfecting my X-ray vision so I can see through cardboard boxes so I can know when to refuse a delivery.
Oh, runner-up: Requiring a signature on some dinky package. I need to sign for an overnighted press kit, really?
Update to the updated note: send SaraH RELEVANT electronic simple direct mail pieces not requiring signature. CHEEEECK.
Word/phrase that makes you cringe when included in a press release/pitch:
Made-up words. Oh, and “green” is so 2007.
Tradeshow appointments- worth the time or just going through the motions?
They can go either way. I love seeing PR people I’ve known for years, and when the appt has a relaxed, let’s-make-this-productive-yet-enjoyable for us both vibe. I like mining appts for trends and insights I can use in pitches. Instead of just showing me your latest and greatest, surprise me with some stats and figures.
Anything else?
Don’t send a slew of images unless asked for.
And do NOT guilt-trip me into writing about a product or getting back to you. I gotta lotta balls in the air: I’m doing my best over here, as I know you are too.
Tune in next week when we put another heavy-hitter in the hot seat! (Got suggestions on questions you’d like to have answered? Send ‘em!)
