By Pam Caraway, ACN Board Member
A dear friend frequently sends emails that start with an incredulous response to poorly written press releases.
Once it was a 56-word lede (true story).
More often it’s a release so infected with acronyms and corporate double-speak that it pains our brains.
Yet, we both have dear talented friends who work on the public relations side of our business. Heck, as Mrs. Doubtfire might say: “I used to be one.”
How do we create a working relationship grounded in respect for both sides? This is an especially important issue for Ag Communicators Network. One of the fabulous benefits for members is that folks from every corner of ag content creation are here. That’s unique. The benefit is we can all learn from each other.
So, here’s my top three tips for folks on each side of the PR/journalist relationship.
Three tips for PR folks
- This industry needs credible journalists to provide unbiased information. Respect that.
- If they offer technical review of copy, provide just that – a technical review. No wordsmithing.
- The world is run by those who show up (trite but true). We provide professional development focused on content creating for public relations practitioners. Participate in ACN. Invite your co-workers to join. Encourage your employer to sponsor members and events.
Three tips for journalists
- PR folks can introduce you to people you might not meet otherwise. Take advantage of that.
- Some PR folks do not know agriculture. Teach them.
- We have good reasons for protecting our credibility. If they ask for something that’s not appropriate, say no. Then tell them why. Politely.
Next time I hear “Can you believe this lead?!?” I want it to be because it’s an amazing piece of writing by a PR practitioner.