Good Public Relations Focuses on the Basics

This summer, selected journalists participated in a panel discussion at Public Relations Society of America's Digital Impact Conference in NYC. The panel covered many topics and one burning question was on the minds of many attendees. They wanted to know how to make their stories stand out when they are competing with an overwhelming volume of information and social media outlets directed to news gatekeepers.

The panel agreed that a good story idea is always welcomed. They also said that PR and marketing professionals need to refocus on the basic principles of good public relations: building relationships, knowing a reporter's beat, writing short, concise pitches for stories and pitching legitimate news.

Here are a few ways you can build relationships with your local news reporters:

• Check your library's Web site and be sure your name and personal e-mail address is easy to find for reporters to find you when they need to make contact.


• If that isn't an option, be sure the library's reference desk number and/or "chat with a librarian" is easy to find on the Web site so the reporter can quickly find you via help from another library employee.


• If you provide a video with a pitch, be sure it enhances the story and is of good quality.


• Return a reporter's call as soon as possible as he/she is normally working under a tight deadline.


• Write news releases that are short and to the point, using AP style throughout.