6 06 2010

Although it seems less common these days, there are still a fair number of us
public relations practitioners who enter the business by crossing over from the
journalist’s side of the notebook.

When you make that transition, you become something of an oracle.
Colleagues and clients expect you to be the walking, talking answer to the
Rubik’s cube puzzle of how to gain the attention of the media. If only it were
that simple!

Landing media placements is at least as much about art as it is science.

But it’s also about you and who you are as a PR person. What did I learn in two
decades of writing and editing for newspapers, magazines and news services?

First of all, a PR pro doesn’t need a journalistic pedigree to succeed with
journalists.

But you do have to possess something else: knowledge of what journalists
really want from PR people. I’m not talking about what journalists want from
your story

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