...To the rescue are online services that allow journalists to submit interview requests for experts or real-life subjects on their topic du jour. Popular connectors are ProfNet and Help a Reporter Out.
...I recognize the power of Twitter and the positive impact it has made on media and society as a whole. It’s also an invaluable tool for PR pros; not only for engaging with reporters, but for engaging with publics. But it should NEVER be considered a top source for consuming media. By anybody. Ever.
The news hole has shrunk. Air time has been squeezed. As a PR pro, you have to realize that reporters get exponentially more emails than requests you receive to brainstorm ways to publicize your clients.
Sometimes, it can feel like a full time job trying to keep up on the latest and greatest tech tools, social media networks and communication strategies.
Since journalists are on the receiving end of most PR efforts, they have just as much say in how these relationships should work. It’s no easy task delivering a perfectly crafted email with a clear and concise angle in mind… that also creates the “spark” for a story. PR professionals and the media are constantly running against the clock, so everything should have always been done… like, yesterday. But in order to appease both parties there has to be a middle ground.