3. July 2009 22:36
Here's another in our quick series trying to debunk a few PR myths and misunderstandings.
This is a true story - a comment I received some time ago from a new client:
"I don't understand. I gave the journalist all the information I could - our brochure, annual report, even a copy of the presentation I gave at that conference last month - and they still got it wrong!"
The moral of the story? Less is more.
Information overload is a sure fire way to confuse (or simply turn off) a busy journalist under deadline. If the reporter has to struggle to find your point of view in a swathe of corporate literature, or sift through a 900-word email to get the facts and simple three-line quote that's needed, then you cannot expect them to write a good article that accurately reflects the facts and your views - or even to write one at all.
It's much better to find out exactly what they need and for you to supply it succinctly, efficiently and professionally.
They need an article or opinion piece? Fine, that probably means 600-800 words or so and a picture. They need to know what you thought about that Government announcement this morning? That probably means two or three short sentences max in a quick email (or better still, over the phone right now).
By all means put annual reports, brochures, presentations, previous press cuttings and a rich source of additional information onto your website (for example, within your News Centre) and offer links to it. But a parcel of your finest colour brochures will never be a suitable substitute for getting straight to the point.