The smartest thing for Jason and Jennifer to do right now is deny any requests from Chief Executive for interviews with your C-level executives.
If your CEO asks why, show him this lovely letter from Mr. Holstein.
As a **34-year-old** "Jennifer" and a communications professional, I will resist taking offense to him blanket-ly calling inept PR folks "Jennifer's." On the other hand, as a former f/t journalist, I'll have to agree that some of this is true. Maybe it should be required training/education for PR professionals to "serve" at least one year as a reporter so they understand their needs (or what they don't need), or at the very least, have an ability to empathize...
He's irritated? I'm irritated he slandered the good name of Jason in #2! I can't help it if I was the very first in a baby-naming trend.
The Six Things Bill Holstein Doesn't Know About Journalists.
1) Journalists don't like to talk to PR people. It's not that they aren't nice, affable people. It's the drive to either get straight to the source, or to get "real people" in the picture. So when the PR guy lines you up for the interview, accept it as your best chance to be heard.
2) Most journalists are chidren, and the best ones "act like" children. Seriously. There are a bunch of kids out there going to war every day with barrels of ink, and they don't know the power they wield. Big egos, too. The best ones "grow up," but maintain that child-like curiousity that propels them to a better question, like a three-year-old asking "why?" all the time.
3) Journalists go to news conferences only to catch up on newsroom gossip. Don't assume you can order your PR department to make reporters appear. Good reporters will show up long enough to get a frame or two, then run off to interview "real people" or your detractors. Journalists feel more secure when they think they are scooping their competitors.
4) Journalists don't really understand business. If they did, they wouldn't be have gotten degrees promising a $16K starting salary. Don't assume they are going to know much about your business, either. They may be too embarrassed to admit they just don't get it.
5) Journalists waste a lot of time and money during the day. One of their favorite pastimes is wriggling on the hook for a return phone call granting an interview. In a nine-hour day, a television reporter will only get in a good three hours of work, but they'll be spread out in random five-minute increments. A print reporter only works five, because that's all they need to scoop the broadcasters. Waste less of their time, and they'll reward you with better coverage.
6) Journalists are happier with news releases that are *really* timely, and not when *you* think they are. Be sure to include your PR department in key decision-making. They may know, for instance, that Tuesdays are horrible for product launches, because all of the really good reporters you'd want are already assigned to beats on that day.
Boy, is he gutsy! LOL
Actually, I think Bill makes some very valid points. There are some PR people who need to get a clue. The best PR people I know think like good journalists.
I think it's good to hear from CEOs like Bill. We don't have to agree with everything the top guns say, but I think that it's important that we listen when they speak. Of course, that listening thing works both ways.
Thanks to all for calling attention to this post.
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