Avoid these four things when working with journalists
Journalists have strict standards, and they expect you to understand the basics — like the fact that they’re not here to market your company.
As PR professionals working daily with the media, we often support clients who may not have much experience interacting with journalists, so we’re well aware of the common pitfalls companies face. In fact, even well-established corporations with significant PR experience can fall into common traps that may harm their media relations.
This is why media training is essential for any company engaged in PR efforts. One of the key goals of media training is learning how to work effectively with journalists and provide them with real value.
Here, we’ll share the most common mistakes companies make when working with journalists — and how easily they can lead to a poor relationship.
??Rewriting their articles
After an interview, journalists often send a draft of the article for your review before publication. This is your opportunity to ensure all facts and quotes are accurate. However, remember that you’re not permitted to change the narrative or rewrite the story. Attempting to influence a journalist’s work is strongly discouraged.
Some companies, with their entire communications teams, suggest extensive revisions, with multiple people reviewing the story to make it more favorable for their brand. They then send a long list of suggested changes back to the journalist. This is not the correct approach. Don’t rewrite the article; just verify the facts and move on.
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??Keeping them waiting for your response
Journalists often work on tight deadlines, especially when writing for online publications, so they aim to complete stories quickly. One of the worst things you can do is delay your feedback after they’ve sent you the article for review. Check the facts promptly and respond as soon as possible.
Sometimes companies take their time because they involve multiple reviewers in the process. This can seriously damage your relationship with the journalist.
??Not answering their questions directly
When journalists conduct interviews, they have a specific news angle in mind, and their questions are based on that angle. They want clear, concrete answers—something fresh and intriguing. Make sure you’re addressing their questions directly rather than sidestepping certain topics or shifting the conversation elsewhere. We often see this in politics, but it happens in all kinds of interviews.
Another frustrating habit is using industry jargon. Journalists want interesting, straightforward answers that offer new perspectives and a sense of newsworthiness.
??Asking them to promote your business
“Can you add a link to our website in the article?”
This is one of the most common requests journalists hear. Typically, they can’t—unless there’s a compelling reason, like if they’re using your website as a source.
Different countries may have different practices, but generally, journalistic media outlets don’t add website links without good cause. Ultimately, they aren’t there to do marketing for you.
Some companies even ask journalists to include bland marketing messages in articles. This is a significant misstep that can strain your relationship with the journalist. The best thing you can do is help the journalist create an outstanding article, which, in the best-case scenario, will reflect positively on you and your business.