"PR is tough! And, it is one job we at SNEWS® can state unequivocally we would not want to undertake. To borrow a few lines from one of our SNEWS PR Awards articles from 2002, “A good PR contact is worth his or her weight in gold to a journalist, and, of course, to the company he or she represents. We media admire all the effort and energy that good PR communication requires, especially when you have to deal with so many whiny, self-centered, ‘I need it yesterday’ people like journalists -- yeah, we're talking about ourselves, the collective media. Of course, we just as quickly despise those who waste our time with worthless drivel and reams of meaningless paper or useless promotions.”
But just as a writer needs to know how to tailor an article to suit a particular magazine’s audience, subject matter or interests, the same holds true for PR: PR agents must know the media, its audiences and needs where they are pitching story ideas. It is not one-size-fits-all. Forgetting this leads to very bad experiences for the PR agent, the publication, and quite likely, the writer very often caught in the middle. And could also lead to less good press for a company."-- read more in the SNEWS blog by clicking here.