Media myths:  we examine 10 common myths about media and how to work  with them

published 2002

Media relations is an integral part of any public relations campaign - sometimes it can be the entire part.  We spend time every day thinking about ways of communicating with journalists - writing media releases, holding events, responding to enquiries and features.

So just how well do you know your media?  Not the pool of publications and journalists that you target with your information, but the way that they work, what their requirements are, and what to expect from them?  PR Influences looks at 10 myths about the media.

Myth 1 - Journalists love long, boozy lunches

Maybe many years ago.  But the reality is, today most journalists simply don’t have time to polish off four bottles of red wine with you over lunch.  Lack of staff, looming deadlines and strong competition for news means that journalists are far more likely to suggest a phone interview, or a face-to-face interview in the office.

Myth 2 - Journalists spend hours hunting down stories and following up leads

They’ll never admit it, but many of the stories in newspapers, magazines, TV and the radio are sourced from organisations’ public relations departments (in fact a study last year showed that 50 percent of 1163 articles in the Sydney Morning Herald, The Age and The Courier Mail, whose origins could be identified, came from PR sources).  For specialist and trade publications, the percentage is even higher.  This doesn’t mean that journalists reproduce media releases word-for-word; it does however show that media releases spark many story ideas.

Myth 3 - Journalists need a follow-up call

Clients often pressure their PR people to do it but one of the media’s biggest complaints about PR people is receiving the phone call “Did you receive my media release?  And are you going to use it?”  A 1999 survey by PR Week and Business Wire in the US found that 48 percent of journalists reported this as a major problem.  Unless something has developed since the release was distributed which genuinely brings a new perspective to the release, do not follow up.  If your material is well-written, well-researched and targeted, it should stand on its own merits.

Myth 4 - Journalists shouldn’t make changes to my media releases

To a journalist, a media release is no more than an ‘advisory notice’.  They are free to do what they like with it - from consigning it to the rubbish bin to making it their lead story.  Once you’ve distributed a media release, you have no say over what the journalist does with it or what information they choose to use.  In fact, the journalist could decide to do their own research and then run a story that disagrees with every point you’ve made in your release.  It may not seem very fair, but there’s very little you can do about it, unless what they have said is legally incorrect.  The only part of a media release that a journalist is not supposed to alter is any quotations made by spokespeople.

Myth 5 - If a journalist comes to an event at my invitation, then they are obligated to write a story about my company

It is generally accepted that inviting a journalist to, for example, a launch or a breakfast, will generate coverage.  After all, a journalist will only make time in their busy day to attend your event if they feel it is relevant.  However, it’s not guaranteed.  If they decide the story isn’t really newsworthy, or appropriate for their publication, then you certainly can’t insist that they produce editorial for you.  It’s up to you to make sure that what you’ve invited them to is relevant, topical and interesting.

Myth 6 - My company’s newest product is BIG news

Maybe it is to you.  But let’s face it, sometimes we’re too close to have a sense of perspective.  The journalist at your target publication probably receives hundreds of media releases every day.  To stand out from the crowd, your release needs to be something really special.  The best-written media release in the world can’t help here.

Myth 7 - If a journalist writes about a particular industry or area, then they must know everything there is to know about it

While you don’t want to treat any journalist as an idiot, at the same time you shouldn’t assume they know everything about your company, product or marketplace.  Make it easy for them to find information, and offer assistance in research or background.  Even if they do know or have access to all the information, they’re often very busy, and placing the information at their fingertips will make their job much easier.

Myth 8 - An editor is someone who decides what stories will appear in the publication

This may be part of the editor’s job, but there are many other aspects as well, which can vary from publication to publication.  Some editors are simply that - someone who edits the stories submitted by their writers.  Other editors are more heavily involved in the development and writing of stories.  It’s worth making sure you know what your media contact’s job involves before sending out media releases or story ideas.

Myth 9 - I can negotiate editorial coverage on the back of advertising in a publication

Such opportunities may arise in trade media where the publication sees its role as information and education.  Editorial ideas can sometimes evolve from advertising.  But most media - and especially daily media - would never contemplate it and would be offended if it were raised.

Myth 10 - In order to generate coverage, it’s who you know that counts

Like Myth 1, this may have been the case in the past.  And while the role of media relationships shouldn’t be underestimated, if you haven’t got a good, newsworthy story then no amount of journalist friends will get you coverage.  It’s that simple!