Pugliese on PR: Contacting the editor
By Tina L. Pugliese, APR, Pugliese Public Relations
When contacting an editor for the first time, you should take pains to get your relationship off to a good start. This is best accomplished by sending a well-crafted letter or email of introduction prior to issuing your first news release.
Even if you have been involved in media relations in another capacity, a letter of introduction can help establish a new era of cooperation between you and the editor. After all, a successful public relations program is all about successful relationships. What must your letter accomplish? Consider your goals carefully, because this letter can do a great deal for your organization.
First, reaching the right editor or reporter is extremely important. Then, you will want to get that editor's help in identifying other professionals who may be interested in receiving and conveying your news. These professionals include freelance writers who write speculatively or on assignment, then sell specific stories to publications, editors in related areas like business and feature editors, industry spokespersons, and so on. Your letter also needs to articulate why this editor will likely be interested in your organization's story and why her audience will be interested.
The primary purpose for the letter of introduction is to open the lines of communication and to make yourself or your designated spokesperson available. Be sure to give your full name and contact information. Most importantly, do not forget to include your email and website addresses. Email is the preferred method of communication in the journalistic community. Make corresponding and dealing with you easy for your media contacts. This is critical to the success of any public relations program.
If you include broadcast in your public relations program, you will need to adjust the terminology accordingly. Instead of editors, you will be corresponding with news directors and producers; instead of readers, you will be referring to listeners, viewers, or an audience. No matter what their job description is, remember that you are dealing with actual people. The more personable you are in your correspondence, the more likely you are to see results.
Tina L. Pugliese, APR is an executive coach and counselor for Pugliese Public Relations, a communications firm in Boynton Beach, Florida. Pugliese is an accredited member of the Public Relations Society of America, and is the author of the book, Public Relations for Pharmacists, and e-books, Marketing Your Business for Success, How To Work With The Media, and Public Relations Manual — A Guide for Entrepreneurs. She can be reached at (561) 889-3575 and by email at Tina@PugliesePR.com. Her web site is www.PugliesePR.com.
Article excerpted from e-book, Public Relations Manual — A Guide for Entrepreneurs, by Tina L. Pugliese, APR.
