The most important thing to keep in mind about media relations is that business periodicals, newspapers, and broadcast media are in business to inform and serve their readers and viewers. Your task is to share timely, newsworthy, relevant, trend-worthy, and local story ideas for editorial consideration that do exactly that.

In broad terms, reporters are interested in writing about:

• Breaking news that will impact their readers or viewers in a meaningful  way
• Emerging trends and their relevance in the local marketplace
• Local examples of people and companies at the leading edge of these  trends
• Much anticipated new products that have the potential to change the way we  live, play, and do business
• Perspectives that help readers better understand current issues how to  deal with them
• Stories that touch our pocketbooks, our hearts, our minds – or that stop  us in our tracks.

To serve these interests, offer news that reporters and editors can’t get anywhere else. Offer access to the deal makers and experts. Offer compelling visuals to bring the story to life. Offer proof of why your story is an example of a big trend gathering speed and why you are qualified to comment about it. Offer ideas that lend impact to special editorial sections. And, provide concise, quotable, thoughtful commentary that respects pressing deadlines.

As business owners, we know that attentive client service is an essential ingredient for successful and lasting relationships. The same is true when engaging in media relations. Reporters and editors are your most important customers because they have so much influence to share your stories with their audiences. Treat them with respect, honor their deadlines and other requests in a timely manner, and anticipate their needs as best you can.

Address reporters by name, and spell their names correctly. Be familiar enough with their work to know what will interest them. Make it easy for reporters to tell your story. Cover the “who, what, why, when, where and how” and – most importantly “why” they should care. Make it easy for reporters to get in touch with you by phone and email. And always ask if there is more you can do to be of service.

Now that you know what many editors and reporters are after, consider some of the mis-steps to avoid in pursuit of quality media coverage.

• Don’t ever say to a reporter, “I’m unfamiliar with your publication or  your work.” These people work grueling hours against ongoing and demanding  deadlines to serve their readers and viewers. You owe them the courtesy of  your attention to their work. Without that, why should they pay attention to  you?
• Don’t ever call reporter or editors and say, “Did you receive my press  release?” This wastes their time and adds no value to the effort. Rather, call  to say that new information has come to light since you issued that press  release, and you are calling right away so the reporter can decide the best  way to proceed. Take this approach provided that new information has truly  come to light.
• Don’t ever say “My firm buys a lot of advertising with your newspaper” to  imply that the publication owes you a story as a result. Advertising and  editorial departments are treated separately at most quality media outlets. 
• Don’t say, “I sent my press release to you last week” and ask “When are  you going to run it?” Good stories stand on their own merit. There are no  guarantees for coverage.
• Don’t call reporters on deadline and expect them to be happy to hear from  you. Calling the Seattle Times or the Seattle  Post-Intelligencer at 4 p.m. is the  “kiss of death.” I always avoid calling the Puget Sound Business  Journal on Wednesday afternoons for the same reason. You should,  too.
• Don’t share information that hasn’t been spell-checked and double-checked  for accuracy. That means checking phone numbers, names, and addresses. The  news business is all about accuracy and quality information. Don’t compromise  on either.
• Don’t mistake “puff” for news. Always make it clear why readers or viewers  should care. Without that crucial ingredient, you might as well as shell out  the big bucks for paid advertising.
• When asked for a quote, don’t blow it. Avoid the dreaded LAQ, otherwise  known as the lame ass quote. A comment that starts with, “We are just so  excited…” “We are pleased….” and “We are delighted to be nominated…” takes up  space without adding valuable content. When given the chance to say something,  offer a strategic comment. Say something meaningful or memorable. Make your  words count for something. Here is one example from a local financial planner:  “Investing should be like watching paint dry. If you’re getting an adrenaline  rush, you’re doing something wrong.” And don’t make yourself sound like a  cheerleader for the high school football team.
• Don’t send in an unflattering photo of yourself or your product and expect  either to look better in newsprint. Newsprint is the unkindest paper of all.  Hire a professional photographer to best represent your products and put your  best face forward.

If you keep these tips in mind and remember always to be of service to the reporters and editors you depend upon to share and deliver your news, you, your business, and your stories will be well served.