Senior PR Practitioners

Organized in 1996, the Senior Practitioners meet quarterly for roundtable discussions, socializing, and to contribute their talents to macro PR projects within the community. Senior Practitioners are defined as public relations professionals with at least 15 years' experience as a communications professional and/or those who are the senior public relations person within an organization or agency.

60 Seconds with a Senior PR Pro
Barbara Pruitt, APR
The Kauffman Foundation

Barbara Pruitt, APR, senior communications fellow at The Kauffman Foundation, provides tips for dealing with the media. She is responsible for leading communications for several of the foundation's programs.

Media Relations Fundamentals Transcend Media Changes

Though vast and diverse news outlets are popping up or transforming seemingly by the hour these days, the basics for managing media relationships remain as effective today as they were decades ago.

Make no mistake about it, media are evolving at a high-speed Internet pace, and PR pros must work hard to keep up. Check out The State of the News Media for a fascinating assessment of how all media sectors are faring in this new media world. But the changing media landscape hasn’t altered the value of some media relations fundamentals. Regardless of the industry or outlet type you are targeting, apply these simple steps as a foundation.

1. Know the media.
 Research your target media outlets and staff. Know their editorial profiles, audiences, and histories of how they’ve covered your client/business/industry. Customize every interaction accordingly. Because news outlets are proliferating, apply this level of research to newly created outlets to help you assess their importance to you.

2. Meet the media.
Nothing can be more effective than a face-to-face meeting with top-priority editors and reporters. Bring a timely story or just compelling background or fact sheets. If you’ve done your homework, you’ll open the door to a long-term relationship and likely leave with a story planted.

3. Work the media.
Keep in touch using various, compelling communications – news releases, story pitches, follow-up tie-ins to stories they report, in-person meetings at least once a year. But remember, volume isn’t the goal here – quality is. Make sure your news and information is relevant to each media contact.

These three simple steps can deliver a powerful return because they set the stage for long-term relationships – even though many of the contacts you meet may leave or be reassigned (my media contacts have called to introduce me to their replacements!). While personalized attention like this is not possible with all media on your list, it is a must for the top-tier outlets covering your industry. It’s nice to know that some things don’t change.