Jim James says PR professionals should think like helpers to journalists. Listen to what they need, send photos and videos fast, and respect their time. That's how you build relationships with media outlets that actually work.
Hello, my name is Jim James, and welcome to this edition of PR FAQs. Thank you very much for tuning in. We have a question from someone who has asked, how do you successfully interact with the media? Well, the first thing to mention, of course, is in public relations, our role is to be of service to the journalists and to the media. So the first thing we have to think about really is the questions that we want to ask and then to listen. So really the first way that we can interact with the media efficiently and effectively is to listen to their needs and to find out more about how we can really be of service to them. In a PR agency, we are here to work on behalf of the client to make sure that the media get all the information, or the pictures, or the video, or the links that they possibly need so that they can file their story on time. And finally, to show respect to the media. The journalist, or the journalists, are working as hard as they possibly can to get the best possible story for their readers or for their viewing audience. So show respect for their story, show respect for their time, but most of all, show respect for the hard work that they're putting in and the time they're taking to involve you and your client in their story. So how does one interact with the media? Remember that we're there to help them do their job, and if you do that, then I'm sure you'll have a great relationship with your key media. Thank you for that question, and if you've got any questions, do send them to us. You can either send them direct to our website or through our Twitter to @EastWestPR, or the same handle on our Weibo account. I look forward to getting your questions soon. Thank you. Thank you.
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