The best 'favor' is a good story idea

Let me help dispel a media relations myth.

It goes something like this: “We get a lot of news coverage because you know people in the media.”  Or, to me, a former journalist, “You have all these contacts because you used to work in the media.”

Hogwash.

First, journalists aren’t there to do you a favor because they know you. They want to tell a good story, and I guarantee it is not the 13^th work anniversary of your vice president of finance. You want coverage? Pitch stories people will want to read and view. Get known in the nonprofit communications world as someone who shares only ideas that will appeal to an audience.

Second, be helpful. Journalists have an important job, and you have a story to tell. You can choose to be unresponsive or accommodating. Choose the latter.

It has been more than a decade since I worked as a journalist. I can count on one hand, with a couple fingers to spare, the number times I’ve dealt directly with former colleagues or competitors. Relationships matter, but in media relations those are forged through mutual respect and honesty. Even the word ‘contact’ bothers me because it depersonalizes the way we interact with the media.

When it comes to media relations, being responsive and helpful is far more important than who you know.