The 2018 PRSA Southeast District Conference will kick off Wednesday, April 18, with two great programs in the morning. We’ll give PR pros aspiring toward their APR a jump start.
The 8:30 a.m. session will also include a conversation on media relations. Glenn Gillen, APR of S&A Communications will talk about the 5 R’s of media relations and building good relationships with journalists. Gillen, APR, is an award-winning accredited public relations professional with more than 25 years of experience. His background includes PR , nonprofit communications, advertising, marketing, corporate communications, community relations and video production — with a specialty in media relations and informative writing.
We talked to Gillen for a preview of his presentation:
Tell us more about one of the 5 R’s: realistic. Why is that important?
PR professionals, and especially those just entering the profession, need to develop a sense of whether or not particular pronouncements are newsworthy. Supervisors and clients can have unrealistic expectations about the perceived news value of a press release or pitch, and managing those expectations is a constant challenge. Being realistic means doing everything you can to optimize the chances of getting coverage, while at the same time understanding that some things are beyond your control.
How are media relations changing?
Shrinking newsrooms present both a challenge and an opportunity. Fewer reporters means fewer points of entry to getting your story covered. However, it does favor approaches that help journalists do their jobs quicker by providing numerous assets they can quickly plug into a story.
What are journalists’ biggest needs today?
Journalists today are being asked to generate more online content, in addition to their traditional mediums of print and broadcast. You can help them by providing easy access to headshots, product shots, videos, charts, infographs, pull quotes, etc. – basically anything that will help them save time and illustrate the story.
How have the ethics of media relations changed since you started in the business?
PRSA members who know and follow the Code of Ethics by and large have continued to do so. However, there are plenty of gray areas with bloggers, influencers, advertorials, and pay-for-play opportunities. It’s fine if they fully disclose paid placements, but some are less upfront about it. Read up on the complaints against Sinclair Broadcast Group, for example.
What can conference attendees expect to learn from your presentation?
My first job out of college was at a local TV station where I befriended some of the reporters. Over the years at various organizations and in various capacities, I’ve continued to work with journalists and learn more about their needs and challenges. I hope to pass along specific tips for developing and maintaining good relations with members of the media.
The PRSA Southeast District Conference takes place April 18-20, 2018, in Raleigh, N.C. For more information or to register, visit prsasummit.org.