"For never was a story of more woe. Than this of Juliet and her Romeo." The conflict between Romeo and Juliet can be compared to the relationship between journalists and public relations professionals. They rely on one another, but there are many forces that split them apart.
PR professionals and journalists have a sort of love hate relationship. They need each other, but don't always want to admit it. Their biggest divide? One hint: It's not the difference in family names.
Understanding one another is the most critical skill for PR professionals working with journalists. The single most important thing for a PR professional is to understand how a journalist's job works, and how a news story becomes what we see on TV. Jamie Yuccas, reporter at WCCO says that the best PR professional are those who have previously worked in news.
-Recognize that journalists have strict deadlines.
-Build a reputation: This means only sending relevant pitches, being cooperative, and always be ready when the journalist calls back.
-Don't send a ton of generic pitches to every reporter in a station (or a city!) The journalist is just going to delete your emails.
-Don't get disappointed: Journalists are assigned stories. This means they may have to write a negative piece about your business. Make it better by pitching positive stories about your company in the future.
The fate of Romeo and Juliet was not good, but it doesn't have to be the same for public relations and journalists. From Jamie Yuccas, "There's no need for us to kill ourselves, everything works out in the end."