A Media Relations Checklist: The minor details

Understanding the small details of Public Relations can be the make or break point for a successful career. Knowing what to and what not to do can be the difference between a piece getting published or ending in the bin. These are some essential tips that will help you figuring out these minor details.

Know your media

Whether the piece is for a blog, newspaper, social media etc. Identifying the appropriate way to communicate to its audience is paramount. For example, a post for social media should have informal language as well as be on entertaining the audience threw interesting, eye-catching posts.


Focus on figuring out who you are targeting. Then you can work out the best way at approaching them and tailor your work to their needs and desires.

Practise Good Writing

Good grammar, structure and readability cannot be emphasised. Journalists do not want to read scrappy, poorly written work. A well written piece can impress the journalist and could be the determining factor in its success. Poorly written work screams lack of effort and no care/pride in work.

Be available and responsive

Replying to journalists and clients emails or calls can have a significant impact for PR practitioners. If journalists are left waiting for information, they can easily lose interest in your potential story. Journalists are sent hundreds of emails a day; it is not hard for a better story to appear. If clients are kept waiting, they can be left feeling used and thinking that your service is unreliable.

Be honest and fair

Swaying from the truth of any product or story has many negative affects for PR practitioners. If you are caught stretching the truth and even lying, your integrity has been compromised and could lead to some very unhappy people such as clients, journalists and even your boss!

Be sensitive to deadlines

When something has been requested to be completed by a certain time, make sure it happens! Late work causes problems for everyone as well as causing a domino effect throughout the campaign.  A late send out to journalists in relation to its media release can make the campaign disjointed as well as running the timeline.

Avoid irritating calls to Journalists

Pestering journalists is one way of insuring your piece is moved straight the bottom of the pile. Journalists are constantly contacted by PR agents promoting the work and they do not enjoy being hassled. Working out when a journalist has lost interest and being able to move on is essential.

Understand the newsworthiness of your work

Make things interesting. Make it something people are going to want to read. Find an angle and go for it. These often over looked aspects of Public Relations are vital skills for PR practitioners in order to be successful. Work hard! Be confident! Never push.

Guest appearance/blog post by Brad Casaceli




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