Trylon Communications  - September 2005
       

Light in the Darkness

Inundating journalists with irrelevant information is the surest way to ward them off of any story you are attempting to place. Instead of burying reporters in useless facts and unrelated anecdotes, streamline the information you send to target the subject at hand.

A Google search on any major company will return so many results that most journalists are now going straight to the source – the company’s media site. Arranging information in a well-organized fashion can greatly help a journalist – and the company. If you provide an easy way to access pertinent needed information, you are giving the reader an opportunity to focus and better frame their story.

A media kit and background report should include the most salient data that supports the story you want written. When the reporter requests additional information to flesh out the story, it will be coming from a natural outgrowth of what was originally provided.

How much information do you contribute? What needs to remain private? It is ironic that the more information available to reporters today, the less people actually know about what is happening behind the scenes. While transparency and openness are today’s executive buzzwords, the truth is that every company keeps closely guarded secrets – and for good reason.

This paradox of apparent transparency and actual obfuscation defines the fine line that PR pros need to observe as they perform their duties.

A good rule of thumb is to provide all of the necessary material to a journalist to properly inform them of the subject, without disclosing information that should remain private.