Choose a time that will work best for news media. Generally, best time for any event is between 10 a.m. and 2 p.m. on Monday, Tuesday, Wednesday and Thursday. These are times when news media have most resources available to cover events. These windows also give reporters plenty of time to meet their deadlines.

Have your own video crew on standby. Almost any city will have a company that provides video services for a variety of needs. Arrange to have a crew on standby, ready to step into situation if breaking news draws media away. Your crewmembers can shoot video and audio of event, just as if they were news media. They can then edit raw footage into what is known as a “B roll,” which is a videotape of event highlights that you can provide to local media. You must move quickly. Shoot footage, prepare B roll and get it to TV stations on deadline. You cannot wait for tomorrow.

Be prepared to move to another date. When designing a media event, be sure to compare event date with other events around city. Avoid conflicts whenever possible. Monitor news media as your event approaches. Have a back-up date in mind, in case other events threaten to eclipse your own. And if newsworthiness of your event is threatened, especially by breaking news, do not hesitate to make change.

PR Rainmakers understand and accept they are not fully in control. They know daily news is driven by immediate events, not by advanced planning.

The only insurance policy is a sound Plan B.

Copyright 2003 by W.O. Cawley Jr.

Reporters will succumb to Law of Reciprocity. They will turn to you more often for expert commentary. They will look more favorably upon your story proposals.

In addition, reporters will succumb to Law of Self-Interest. If you are providing scoops on a regular basis, a reporter is going to resist doing anything that might cause you to turn off tap.

How frequent is a “steady” stream? One good tip per month is plenty.

If you are at all plugged into your industry or profession or community, you will hear plenty of good information to send along to reporter.

Get in habit of passing news along to reporter just as soon as you hear it. Also, take reporter to lunch once a month to exchange information. Always take along plenty of potential scoops, even if they are nothing more than tidbits or rumors that you have heard. Every reporter wants an inside source, a “Deep Throat.” It’s all part of romantic image that most reporters have about their jobs.

Two cautions about reporters and reciprocation:

1. Never expect immediate quid pro quo. Understand that your relationship with a reporter will grow over time. Don’t rush process. Accept that you will always put more into relationship than you will get out. If reporter suspects that you think he owes you something, your relationship will sour fast.

2. Reciprocation only goes so far. If you’re a valuable source, and reporter has story that your company is a front for Mob, don’t expect a pass. It won’t happen. Because of your relationship, you’ll probably receive more courtesy than will usual subject of a tough story. But that’s all.

Copyright 2003 by W.O. Cawley Jr.