Public relations professionals are rarely offered the opportunity to gain insider knowledge from members of the media with whom we work every day.
Last week, however, as a member of PRSA Philly and a co-chair of the Nancy Bacher Long PR Institute committee, I was given the chance to mingle with a few of Philadelphia’s finest media minds at the annual media panel hosted at NBC 10’s studios. 
Moderated by Lee Marshall, a top-notch communications consultant, the panel actively discussed pitching preferences, thoughts on social media and tips for PR professionals working to build long-term relationships. Here are some key takeaways from the region’s top media professionals:
- Elisabeth Perez-Luna, Executive Producer of Audio Content at WHYY – Technology will never replace good writing. As media professionals, it’s important not to abuse the technology tools that are constantly emerging at our fingertips. Research is an essential part of our job, so before tracking how many times your email is opened and hitting send on that mail-merged email, don’t forget that reporters are more than just faces behind a screen.
- Kevin Ferris, Assistant Editorial Page Editor at The Philadelphia Inquirer – PR professionals are oftentimes the face of the organization that we are representing. An important aspect of our job is to not make reporters’ lives more difficult than necessary. Given that they receive hundreds of emails a day, reporters truly appreciate when we understand and can articulate what our clients do. This is also helpful when working to build long-term relationships – be someone reporters know they can trust, and be as responsive as possible.
- Anzio Williams, News Director at NBC 10 Philadelphia – The media cycle is a wheel that is constantly turning, and we will never wake up to a day with no news. Sure, there can be slow days, but be conscious of the type of media you are pitching – whether it’s broadcast or print – and the audience they reach. Breaking news will take precedence over your clients’ new product 100% of the time.
- Rick Kiernan, Communications Consultant; former Pentagon Spokesperson and Director of Press Operations for the U.S. Olympics – Stick to the basics. Our main job is to inform, educate and entertain, so always remember to trust your instincts and trust your knowledge when spreading your message.
To be fair, I can’t share all the secrets I learned from the panel. But at the end of the day, the most resounding message was to be aware of the mutual trust and respect that members of the media and PR professionals share. While they can’t cover every story, and sometimes you’re going to get a no, that doesn’t mean you won’t get a yes tomorrow.