The Wild World of Tech PR
Anonymous interviews can allow someone to reveal some serious truth without worrying about potential negative impacts. So this week, our ears perked up a little bit when we saw “Confessions of a tech reporter” on Digiday.
In the Q&A, an anonymous tech reporter explains the unique dynamic between PR practitioners and journalists – which is often intensified within the technology industry.
Here are three things that we took away from the article as PR people who represent a number of technology companies:
1. A reporter’s function is to inform their readers.
Their function is not to promote a specific company or initiative. Regardless of how important you and your client think your latest press release is, it’s important to let the reporter be the ultimate judge. If and when they disagree with you, be respectful.
2. Be careful with “digital ass kissing.”
Building relationships is absolutely one of the most critical skills of a great PR pro. But consider the “creepiness factor” as well. Some reporters may become uncomfortable when you reference personal things that you discovered about a reporter through their Instagram feed.
3. Reporters have their own agenda.
They don’t get excited by writing countless stories based on press releases from their inbox. Understand that they have their own proactive ideas for stories, and offer to be a helpful resource whenever possible.
What else have PR professionals learned from interacting with journalists? Share below!