I Hate Media Relations
Maybe this is akin to a doctor saying that he hates looking in ears, but I gotta say, media relations is by far my least favourite part of my job. I’m not talking about the ongoing relationships you cultivate along the way – that kind of thing I actually enjoy. I’m not talking about source filing or lunchtime meetings with industry reporters, and I’m not talking about taking hard questions from reporters in times of crisis. I’m talking about the rough, dirty media relations that starts from researching a media list, and ends with clipping articles out of a newspaper.
Media relations is tedious. It takes hours upon hours. Sure, it’s all professional fees, which is great, but GOD is it boring.
Most of the people you’re pitching don’t want to talk to you. Some are great. Some are genuinely interested in the news you’re delivering. Some treat you like a telemarketer or spammer. Sometimes, the only difference is the per diem.
Media relations is unpredictable. You might have the best news story ever, but if the President gets shot that day, your client just wasted a whole lot of money. I never know when my best contacts are going to be on vacation for three months, and I never know when a publication is going to change its editorial policy and thwart my best-laid plans.
Clients don’t care about the rules of engagement. This isn’t always true, but more often than not, your client isn’t interested in the length of time it takes to establish rapport with an editor. Pitch, and if they don’t bite, pitch harder.
It’s my fault. There are a million reasons that a story won’t fly. The problem is, if it doesn’t, it’s my fault, no matter how good a job I do of setting expectations. Even if the client understands and wants to hire me again, *I* don’t like being a part of failure. I’ve never worked on a project that didn’t at least get SOME coverage, but it still sucks when your clipping book is paper thin.
It’s stressful. Every time I send out a press release, I hesitate. To me, it’s like jumping out of an airplane. I’m deathly afraid that I’ll call someone by the wrong name, send the wrong version of a release, or something that makes me look like an idiot. And, as much as I love the Bad Pitch Blog, it hasn’t done anything to help my pitch-o-phobia.
I say this publicly because I know I’m not alone. One of the most brilliant PR minds I ever worked with admitted to me the same thing years ago. I say this in the hopes that those like me, afraid to admit that their hatred for pitching the media. Rest assured… you’re not alone.
Hey Ryan
Yeah, I got to say I agree with you on the pitch-o-phobia part of the post. Being just out of school and building my reputation, the last thing I want to do is piss off the wrong journalist and have them never take a pitch form me again.
However, I enjoy building media lists and for the simple fact I do it for video games and something I love more then sex, food and life itself…. well maybe not sex but you get the point. If I worked in another industry I know I would dislike it for a fact.
hey ryan – good shout. i don’t think any man in pr likes cold calling the media (we already get enough rejection in our lives) but it is rewarding to see a fantastic hit after finding just the right angle to interest the journalist.
it’s one of the things i don’t miss about working in traditional PR!
Ed
Duane – I hear you. Working in an exciting industry in a job you love makes it a lot more palatable. Where are you working now?
Ed – you’re right, the thrill of success can make the pain worthwhile. I still prefer the war room stuff, though.
Hallelujah! Someone who says what’s on my mind! I remember swearing that I would never do full time media relations, at a time where media lists and pitch ideas littered my desk… Now, lookey-lookey, I’m doing it full time and LOVING IT. I guess it’s different when you’re in a reactive environment, fielding calls and interviews. More pitching days are ahead, I’m sure, but for now I’ll milk my 15 minutes.
Hey Ryan
I just started my own PR company, Creative Traction (media). I dabble in web design as well, since a few of my clients are asking for it. I’m taking the road less travelled, you could say.
I actually had Ryan G, you biz dev guy in Toronto, come in last week and picth to one of my clients on what you guys do, as I though you guys could help them out. I’m a big fan of Fuel. I love what you guys do.
My company’s site just went up today, which I’m very excited about. Blog: http://www.creativetraction.com/blog
Stella – you’re right. It makes a big difference when you’re actually establishing relationships with the media. I love that too… when you’re managing ongoing media relations for something you’re a part of, the job is a lot more rewarding.
Duane – congratulations on the new business. I’ve gone the entrepreneurial route in the past and it can be as rewarding as it is difficult. I’m sure you’ll be successful in it.
Ryan – Thank you for the vote of confidence. I ran a national non-profit in college, so it’s going to be the same and different at the same time. How is the new office coming? *cough* I would love to come out and see it when it’s done and see how you work as the PR contact out there *cough*…hehe.
I echo Stella’s comment “saying what’s on your mind” and making those bold statements will get you noticed. Now, you’ve got to back up your words or people will quickly stop listening to you…
At the same time, I’d say don’t get caught in the ‘bubble’, reading Ed’s blog it is interesting to see how his view on things is changing and after all when you are dealing in an industry such as PR you have to be able to cater to different points of view right?
I’d like to think that its easier to be in media relations these days with all the new ‘tools’, as well since we’re in a fast paced changing world you can carve your own niche versus follow the traditional path that has always been there, zzzzzz Look at what Ryan’s doing with Fuel’s releases, he’s setting himself out from ‘the rest.’
Duane, had never heard of your shop, I’ll have to check it out and we should chat…
Hey Duane – we’re going to be having a bit of an open house once we move, so I’ll be sure to invite you.
Dave – it’s easy to be comfortable with change when you work in an enviroment that thrives on it. That’s one of the reasons I consider myself lucky to work where I do.
I quit my job in PR because, although I loved the writing element of it, and thrill of success when you get something you have written published, the thing I kept coming back to was, it’s seedy. It is duplicitous and embarrassing, flogging stuff to people while pretending to be breaking ‘news’ to the media. It’s made-up. The ‘profession’ is so over-flated and pompous and filled with such self-deluded double-barelled pretentious unfunny icy-queens, it’s untrue. The journalists would under all circumstances be better speaking to the company direct – as PROs in agencies we know damn well we know nothing. If a story’s worth telling, the media will find it, far better than us. As PRs, we are at best a switchboard service for the media, and at worst, a broken switchboard service for the media, failed journalists or, like me, people who didn’t have the bottle or the guts to become journalists in the first place. PR ‘Professionals?’ I quit because I couldn’t say the word with a straight face anymore. (tears, not laughter). Oh, and PR agencies pay shit, and over-work innocent grads until they bleed. Don’t do it!
Kathryn, my thoughs exactly. And that’s why I’m quitting PR to be a journalist.
Go Kathryn and AP! I’m right there with the two of you. Thank GOD someone’s saying it. If only quitting PR for journalism were so easy… I’m trying my best, but it’s an uphill battle. Good luck to you guys!
Kathryn, I'm interested to know, what did you end up doing after quitting PR?
I left an in-house job to see what agency-side is like – thought it would be good to be supported by like-minded colleagues – but now I'm realising it's probably worse because you're just flogging lots of different stuff rather than really being part of anything.
Hi Ryan, I'm new to this blog and kudos on media relations. The only reason I do it is because I do it for a non-profit (issues I care about), otherwise I would not bother. I like the humor though.
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