The Public Relations Association of Trinidad and Tobago (PRATT) held its fourth monthly PRATT Chats event on April 12th, 2018, which focused on “Facing the challenge of Earned Media in Modern PR.”
The event was marketed as an opportunity to discuss challenges communicators faced in the changing media landscape where they must leverage relationships with the media. This is important not only to get stories published, but also to understand how newsrooms operate in the modern digital context.
The panelists comprised esteemed veteran journalist Dominic Kalipersad; Deputy Head of News at CNC3, Golda Lee-Brue; Regional Lifestyle Editor of Trend Media Group, Laura Dowrich-Phillips, and President of the TTPBA and General Manager of Gem Radio Five Limited, Daren M. Lee Sing. Together they led honest and open discussion on the ins and outs of the newsroom and the challenges they face with PR professionals.
Here’s our takeaway on the 5 myths and misconceptions of the newsroom that the panelists debunked:
1. Newsrooms are full of resources
Actually newsrooms are quite stretched for resources, and often time is limited between when a story occurs and when it should go out (especially in a digital age). To help the newsroom, choose an angle for your news release and stick with it. It may not be the angle used but stick with one. “Newsrooms are lazy and media owners are cheap” Kalipersad advised, noting that legacy media is faced with the challenge of keeping up with the latest innovations through investments that are sometimes limited in their lifespan.
2. Your email was read
If you fail to generate any media buzz on a consistent basis, your email may have been blacklisted! “When i see releases from certain organisations I don’t even open it” said Kalipersad. And it may just be a case of the way the information was sent-“please see attached is one extra click for me and time that I don’t have,” added Lee-Bruce. The panelists advised PR professionals to understand what decision-makers require, and the most desirable format for receiving your releases (PDF is a general no-no). Language is also important so use the story-telling techniques that are sure to grab their attention.
3. Send it to the C.E.O. and it will make news
A lot of people believe that if they sent their news releases directly to the big office upstairs that it will receive the desired coverage. “No C.E.O. can tell me what to run” warns Kalipersad. He adds that a lot of the times journalists/editors are familiar with the names sending the news releases but not the faces. His advice is to develop a human relationship with the editor noting that “the assignment editor is the most important person in the newsroom.” Building and maintaining relationships with not just the journalist is key- if the newsroom knows you well, you are more likely to get assistance with your pressing news release. (So skip asking favours from the executive you attend P.T.A. meetings with).
4. There’s only room for “hot” news in the newsroom
Wrong! Different segments come together to make up the news. So even if your press release about that mundane event you just hosted is not a right fit for the main news, it may be a perfect fit for the features or business section. Remember people buy the newspaper and tune in to the nightly news for different reasons. There’s news, business, entertainment, IT and more. In this regard it is helpful, especially when you have not so sexy news you want covered, to know the timing when your pitches stand a greater chance of getting covered. Lee-Bruce noted that almost anything that is sent on a Sunday will make it in on Monday as there is usually a scramble for news then. Time your pitch carefully as by 5:00pm the newscast already has a full programme. Her advice is to get to know what time the evening editorial meeting takes place and decisions are made to put the day’s newscast to bed.
5. No media attendance equals no media coverage
As stated in point #1 resources are tight in the newsroom, so if a reporter isn’t assigned to cover your event, the next best thing to do to gain media coverage is to draw upon your relationship with journalists and editors! Send the raw footage of the event or an audio file stating the in and out cues for the specific soundbyte you want featured. Use file sharing tools like WeTransfer to quickly send the files and follow up to ensure it was received. The media is skeptical of receiving edited pieces so make sure to maintain those good relations by removing any doubt that the footage is manipulated in any way.
Now that you have a better understanding of the newsroom, go out there and make great PR moves!
