Communicating with the Media

Throughout our years of PR study, one topic in particular has continued to resurface: the relationship between PR professionals and the media. In first year we were taught that PR people and journalists disliked each other, but needed each other. PR people provide journalists with story ideas and journalists assist organisations by providing them with media exposure to aid the pursuit of their objectives. As we delved deeper into our degrees we were taught to ensure we understand the pressing needs of journalists and the demands that have been placed upon them. Journalists are bombarded with information, they have strict deadlines, they want newsworthy stories... the list goes on. More recently, we were taught that we need to build relationships with journalists and provide them with consistent and quality information, every time. Today I gained further insight into this fascinating issue.

Today was the day I had been looking forward to since before I commenced my internship with Devahasdin Communications: the Carson Kressley events at Westfield! The purpose of the Carson Kressley events was essentially to promote Westfield shopping centres as fashion destinations and to make them the consumers’ centre of choice for styling. Not only did this experience prove to be enjoyable, I also discovered a few things about communicating with the media. Although I missed out on the Westfield Whitfords City show, I did attend the Westfield Carousel appearance. Upon arrival, we were given special lanyards to signify our roles. As Sandra Devahasdin, my supervisor and I were waiting for further instructions from the client (Westfield), Carson walked passed! I was lucky enough to personally meet him, introduce myself and shake his hand. This encounter created an internal conflict for me. On the one hand, I was star struck, in awe! I just met Carson Kressley! On the other hand, I represented Devahasdin Communications as a PR person. Consequently, I composed myself, smiled and maintained a high level of professionalism. It is noteworthy that as PR professionals, we are likely to come in to contact with celebrities. Nevertheless, we must uphold our integrity and professionalism.

We moved downstairs to where the event was set up in the centre court and waited by the sidelines for the media. My supervisor was expecting the community news. The show started and after 30 minutes had passed there was still no sign of any media. Our job as PR people was to manage the media, ensure they did their job properly, ensure they were happy and facilitate any queries they may have.PR people also discuss with the media prior to an event the topics they should confer with the talent. The media did not end up coming. My supervisor believed this was the case because there was no opportunity to interview Carson Kressley. Furthermore, my supervisor said that PR people must understand that the media may not turn up and the client may not gain exposure. As we all know very well by now, the media presents UNCONTROLLED communication. Nevertheless, PR people should always have a backup method to approach the media with. This is something new I learnt today. Devahasdin had arranged their own photographer and subsequently offered community news a photo opportunity. This represented a different avenue for the client to gain coverage. Fortunately for Devahasdin, Westfield and the Carson event did gain coverage on http://www.perthnow.com.au/, check out the story! http://www.perthnow.com.au/entertainment/perth-confidential/carson-kressley-makes-over-perth-women/story-e6frg30l-1225859555252 Also, prior to the event Sydney Morning Herald online also ran a story about Carson’s shows! http://www.smh.com.au/lifestyle/fashion/this-seasons-fashion-trends--can-you-wear-them-20100427-tpat.html The first image below is of Carson and selected audience members to receive a style makeover. The second image shows the audience members with their makeovers.

From this experience I learnt several points about communicating with the media. Firstly, as a PR person never take no as a no. PR people must be proactive and think of alternative ways to facilitate the media in order to be successful in securing a story. Always come prepared with various story angles. Never, ever be rude to the media. Although there will be times when the media may disappoint you, (such as what we experienced today when the media did not show up), always be friendly and positive. The media will remember if a PR person has been rude to them and as a result will likely disregard any future attempts to gain coverage. Lastly, a PR person must be nice and courteous to everybody, not just the editor or journalists; this list includes but is not limited to the photographer, the videographer, the personal assistant, the marketing manager and the receptionist. Being nice will get you everywhere. Try your best to benefit your client but never discount the importance of positive relations with the media. Long term success will ensure as a result.

Kind regards,

Suzi Petkucevska