One way that you will meet members of the media is through press receptions. Here, you have a chance to circulate and chat informally. From time to time, taking one to lunch or meeting up for a drink gives you a chance to talk shop and learn about the other's work and publications. The secret is not just to talk to them when you are trying to sell something. Start by spending time on developing a relationship of mutual professional regard. It never hurts to give an extra and helpful bit of information to your friends in the media which may not be connected in any way to your client. Be interested in what they do and what they are interested in. Do not spend the whole time talking about yourself, your job and your life. Good public relations operators are not all mouth; they are also very good ears.
When it comes to television and radio, there are many different people to get to know: programmers, producers, writers, set and property people, make up there are a host of them involved in producing just one radio or TV show. Not all of them, of course, are directly important to your work, but the key figures need to be known and meeting them is sometimes not easy. There will be functions, conferences, and special occasions where you will meet. Otherwise, try to visit the studio, learn what material they are looking for, what sort of programs they may be producing, and to explain what you do and whom you represent.
In a crisis, or when you have hot news, your contacts and relationships in the media world will be invaluable. They will mark you out as a professional personable, efficient, and reliable.
Building your portfolio of contacts
I have explained some of the ways of getting to know members of the media and why it is important to have relationships with them within that framework, you must build a portfolio of individual contacts in the media world with which you liaise, send material and can give special items and ideas from time to time. This list of contacts is your stock in trade. When you are interviewed for a job which may involve press relations (and most do) your potential employer will often call a few journalists on major publications to see what reaction they have to your name.
To a large extent relationships and contacts with the media appear to be related to information giving and receiving, but there is a deeper and perhaps more significant aspect. In public relations campaigns, the object is not just to inform but to persuade effectively, or dissuade a part or the whole of the population to or from a particular opinion. You must convince, persuade, and hopefully guide the media to reflect your client's point of view. Taking an example of recent years, the abolition of the Greater London Council where advertising and speeches made by both sides of the argument is merely the surface of the public relations work. While the media will report the pros and cons, it needs to be persuaded that one view is the correct one, since through the media's attitude; people will be influenced as to whether abolition is a good or bad policy. Presentation of speakers and occasions to present the case are highlights of such work, but around all such events the public relations officer has an hourly job of relating to the media what is happening in the argument and what the various leaders are saying and thinking. 'Packaging the campaign' is a public relations function and that packaging is usually done first for the media the powerful ally or potential enemy of your campaign.
Advantages of specialization
There are both advantages and disadvantages in specializing in a particular section of the media. TV and radio is now almost a specialty, but you could do industrial, trade or scientific media. Some consultancies and many freelance consultants do specialize in one type of media, say fashion, cars or sports. On the other hand, there is not much to be said for a specialty in women's media because the field is too broad and general. Consumer public relations depend on using to the full this part of the media and it is generally accepted that any consultant working in this field will have contacts within the appropriate media. To start your career you probably should work with a wide range of media. 'In the future, all public relations consultants may well specialize in one sector of the media.
Broadcasting
Many public relations people have never spoken on radio or appeared before the TV cameras, because the client usually speaks for himself. All this is changing, there are courses and special training sessions available where both clients and public relations operators can be taught how to perform well on radio and they may get 'real experience' at being interviewed by a TV or radio personality.
Clients cannot be everywhere and, indeed, you may be more articulate than the client. When you broadcast on behalf of a client you represent him and must work within the references and parameters that have been set for you. In doing a campaign that takes you around the country on tour you may visit the local newspaper, talk to a consumer group, make a speech over a special lunch for local important big wigs and then do an interview on the local radio. Shy people rarely make good in public relations.
