SEPT 25 — Being attached to a nationally-read paper means complete strangers cosying up to you as though you are a long-lost relative... who just happens to owe them a million favours.
I know people who are reluctant to borrow even RM10 from strangers, but who have no problems expecting journalists they’ve just met to give them extensive write-ups.
You don’t meet a dentist and expect him to immediately grant your request for a root canal appointment with a steep discount, do you?
(Though my dentist friend often has to deal with new “friends” hoping he’ll fix their teeth for free. Dental schools are expensive, kawan!)
Just a few days ago, a PR rep for a major name asked my help to write an opinion piece about an upcoming legal case.
I still haven’t replied the email because I am still trying to get over it.
How did anyone get the idea that anyone tells me what to write in my columns? Sure, once in a while I ask for ideas on Twitter; usually when the deadline is an hour away and I would very much like for my editor not to kill me.
An acquaintance once asked how he could get coverage for his start-up and I pointed him to a local news portal that specialised in start-ups.
He got a nice write-up and I congratulated him on his good fortune.
His reply? “When are you going to give me a write-up, ah?” Suffice to say I pretend he does not exist anymore.
Since I am feeling benevolent and someone likely spiked my coffee with brandy today, here’s some help for you people unused to dealing with journalists.
Erna’s handy guide to approaching the media for laymen
(If you’re in PR and still have to read this, perhaps a career re-evaluation is in order. May I suggest advertising? Just as stressful but I hear the bonuses are better.)
1. First, ask yourself if you really need the media. Perhaps there are people you might contact first, like your friendly neighbourhood councillor. Does your neighbour have an illegal shed in his backyard? Are your drains clogged? Call your city council, not your MP.
2. If you are convinced a journalist can help you, write a polite note to the editor. In reality, it is the editor who decides whether or not a journalist will cover a story. Approaching a journalist directly is not, contrary to popular belief, the best way of getting your story. The editor always has the final say though if you are lucky, a journalist will fight for a story he is passionate about.
But if you are especially obnoxious about your request, don’t be surprised if the journalist “does not see” your email or “forgets” to mention it to his editor.
3. You can’t tell a columnist what to write about. No. Really, no. Columnists are another breed, some of them aren’t even full-time journalists and might perhaps only be part-time contributors to a publication. And columns are usually opinion pieces and where do you get off telling someone how or what they should opine?
4. Build a proper case for your story/grievance. “(Insert company/individual/pet name here) did a very bad thing and I want you to be righteously angry like I am and cover this as it is of national importance!” That is not a pitch. That is crazy talk and will be sent to the “delete” bin faster than Malaysian politicans flip-flop.
Be polite. State your case, stick to the facts. Impassioned arguments only if you can make sense making them, otherwise just keep it simple.
If your cause is worthy enough, believe me, some journalist will find it interesting enough to cover.
5. At the very least, research who you’re contacting. I get media requests from people who get my name wrong, my designation wrong and even my publication wrong. They even get my race wrong: some company seems to think my name is Ms. Mah Yu Ni. Yau mo gao chor ah? (You’re kidding me, right?)
I hope this helps you, at the very least, prevent journalists from blocking your number on their phones.
In the meantime, I have to tell this nice rabbit salesman that no, I can’t write a news piece about his special brand of timothy hay.
* This is the personal opinion of the columnist.
