This title might lead you to think that this is going to be a spooky blog post — only spooky if the idea of communicating with PR folks scares you.
I’m here to tell you from both sides of the field: it shouldn’t.
As a co-producer of online radio show “Michigan in Motion” on www.michiganbusinessnetwork.com, I book guests for the program. In addition to being able to speak with a wide variety of interesting and noteworthy guests, I also get a distinct opportunity to work with their PR reps.
Now, this used to intimidate me. Would they decline to book their clients for my show if they discovered I was only a part-time radio producer?
Thankfully this is not the case. In fact, PR reps are usually relieved to work with a fellow public relations professional. We understand each other; they know that I will respect their clients (and the reps themselves) and follow through on my promises. In turn, I know they do their best to make clients available when we need them, respond promptly to my queries and are willing to lend a hand if I need a back-up guest.
A unique benefit is being able to see all the different pitches that come through my inbox. Long, short, dense, simple — I get to see first-hand what works to spark my interest and what isn’t quite ready for primetime. Here’s what I’ve learned.
- Keep pitches short, simple and courteous
- Bullets are a great tool to get the message across (clearly!)
- Always make an effort to treat the person at the other end like you would want to be treated
As a PR rep, I don’t sweat it if a reporter or a news producer is having a bad day. I know how stressful those deadlines can be, or how hard it is to find a replacement guests when someone drops out at the last minute.
And when PR reps contact me to book their clients on my show? Well I try to be as nice as possible; I know how scary that call can be.



ng out of room in their notebooks, your PR buddy could use a little holiday cheer.

about making sure the story you want to tell is being heard … and repeated. One of the many benefits of good PR is that it tells the story of your company that makes people want to listen. When reporters listen to that story, their audience, in turn, is listening. Good PR
There are plenty of cases in which a PR pro, entrusted with a clients’ high-profile brand, uses it for personal gain. These people are so desperate to make a splash for themselves that they sometimes forget the real music comes from spreading their clients’ message and not from their own wild gesticulations.