“Advertising and PR make one thing and one thing only, and that is shit up.”
“Your BS is obvious. Many journalists would describe their roles are professional truth-seekers. In this capacity, they are naturally skeptical and this combination means that their bullshit meters are higher than most.” - Rohit Bhargava, “What All PR People Should Know About Journalists”
Today, however, we have an opportunity to change things
“The number of people working as ‘reporters and correspondents’ declined slightly…from 52,380 in 1998 to 51,620 in 2007. But the number of public relations specialists more than doubled, from 98,240 to 225,880.” - Tim Cavanaugh, Reason.com
Credibility Do you know what you’re talking about? Do you know what reporters/editors are interested in? Can you access expertise even when it’s not your own? Do you follow through? Are you seen as a peer, not a flack?
Accessibility Is it easy to contact you? Do you position yourself where reporters are and not just where you want to be? Are you accessible on social media sites AND in the real world? Do you respect deadlines?
Likability Do reporters/editors look forward to speaking with you? Are you authentic? Do they see you as a living, breathing person? Do you treat them well?