In the public relations game, you will spend quite a bit of time connecting and interacting with editors, producers, and other media gatekeepers. It follows, then, that it’s probably a good idea to know how to interact positively, and profitably with those media gatekeepers.
Ronn Torossian, CEO of 5WPR in New York, offers 3 tips on staying on an editor’s good side.
Follow their protocols
All publications, and productions have submission guidelines, tips, and expectations. Learn these, and follow them. Do not ignore them. Don’t skip them and assume you deserve preferential treatment. They are in place for reasons you may never fully understand, but those reasons are integral to the operation of the publication, or production to which you are submitting.
Be timely and on point
Nothing makes an editor smile more than a timely, on point piece. They have deadlines, and space to fill, so receiving a timely, accurate, and content-conscious submission helps them succeed at their job. Conversely, a late or short or disjointed submission has the opposite effect. Want to piss off an editor? Waste their time.
Never underestimate the power of gifts
We’re not advocating bribes here, but there’s nothing wrong with finding out what a major gatekeeper enjoys, and providing it for them from time to time. This is not a step in getting past the gate, this is only to help them connect your name, and face with a pleasant thought or experience. A dozen donuts, or a box of chocolates are a small price to pay for priceless access.
At the end of the day, relationships could determine whether or not you are successful in your PR submission attempts. Relationships can help you stand out in ways that other tricks and tips never will. They take longer to cultivate and will involve more work, but the end result is well worth the effort.