Getting to Know Your Friendly, Neighborhood Journalist
By Phillip Barnhard

Lois Lane and J. Jonah Jameson are two fictional characters in the newspaper industry represented in the comic lives of Superman and Spiderman, respectively, with the same thing in mind: getting the story to the masses. Though their tirades and theatrics might be a little embellished on the big screen or in the pages of DC and Marvel comic books, their mission is similar to what you can expect from a newspaper reporter, television producer or magazine editor. In the real world, anxiety fills each daily, weekly or monthly deadline as individual media outlets search for a unique edge on the competition. Stressful working conditions leave gray hairs on the newsroom or cutting room floor, while clouds of smoke follow the two-pack-a-day reporter in from a quick break. As eccentric and intimidating as they might sound, journalists are the gatekeepers to delivering information in waves.

In order to understand the journalistic standpoint, a public relations department must place itself in a reporter’s shoes. When a journalist is looking for a story, there are certain things he/she needs. Although not having lived up to the journalistic stereotypes myself, I became immersed in the world before coming over to the PR side. It wasn’t difficult to figure out what I, and other reporters, liked and disliked in a press release. Following a few of these guidelines will help the gate look more like a revolving door.

It’s all in your head(line)
A journalist runs across 25 to 30 press releases every day. Consequently, a release or pitched story idea has fewer than 10 seconds to catch the attention of its audience or it will find a home in the trash. Getting beyond that 10-second barrier is crucial. Similar to a novel, a flashy headline and a well-written opening sentence or paragraph can draw the reader’s attention to a story. When brainstorming internally for the story, concentrate on the headline and the opening and decide which will be the major selling point. Bounce several ideas off different people before coming to a conclusion.

An error can be a big mistake
There’s no bigger turn-off than an error in a press release. A misspelled word, a misused phrase or an extra period at the end of the sentence can give the impression that little work has been done to ensure the quality of the release – even though just the opposite might be true. Multiple sets of eyes should scan a release before it’s distributed to the media outlets. Providing error-free copy to a journalist and editors will help build credibility for the future.

Having their ear
The easiest way to a journalist’s heart is by providing a helping hand when needed. A reporter is more likely to look into doing a story on a topic of your preference once you’ve helped him. Although a journalist’s mission is to remain fair and unbiased, being personable and helpful can mean the difference in coverage for your clients.

Make first impressions warm ones
When I worked in the newsroom, we received a media kit released by Sony Pictures for the 2006 animated film, “Monster House.” A replica of the house doubled as a DVD holder for the movie trailer and stills from the new release. Unlike the usual DVD case, the replica house stayed on the editor’s desk as a conversation piece for nearly a week before the editor took it home to show his three children the “cool toy” he had talked about around the dinner table earlier. The group eventually went to see the movie. The efforts by Sony Pictures to market the animated feature paid off and provided a good sense about the product before the movie had been released. Impressions like this are lasting (I’m still talking about it now, here, a year later), and putting in the extra effort – whether that be quality assurance, time or monetary investments – will pay huge dividends.

In the end, creativity supersedes all
When we see something creative and unique, our reaction is different than if we saw our 100th McDonald’s that day. We are intrigued and want to know more. The same takes place when we are reading something creative and unique. Putting a smile on a reporter’s face or creating a thought-provoking moment can help deflect the boredom incurred at a ritualistic city council meeting. Journalists are more likely to react to an original spin on something rather than something they’re used to seeing.

A journalist’s goal every day is to tell a story and adapt to what the target audience will want to see, hear or read. In public relations, you and your agency must take a similar stance. You can’t just expect to bust through the media’s wall like Superman or scale the obstacle like Spiderman.

E-mail the author: Phillip Barnhard

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