Reaching the Wired Media for Better Coverage

In chapter 4 of PR 2.0 Deirdre Breakenridge discusses tips for public relations professionals to get better media coverage. A few of the things it suggests to do are:

• Develop a solid database of media contacts that will lead to tremendous opportunities in your career and for the brands you represent.
• Gather as much information as possible on the journalists you target; just when when to draw the line so that you don't invade any one's privacy.
• Understand that journalists want to work with PR people who can provide them with timely, accurate, and novel information for their stories so that they can reach their deadlines.
• Invest in research tools when you have the resources and take full advantage of the integrated service platforms that enable you to bundle your PR tasks easily and quickly.
• Find out what journalists expect from you and how they want to be contacted. Each individual journalist might have a PR 2.0 preference, whether it's communication through e-mail, IM, or blogs. (Breakenridge 69)

These tips make a lot of sense. In a way they are kind of common sense. Build relationships, communicate, adjust your style to interact with different individuals. It sounds to me like every day communication. I think that it is very interesting that, maybe because of the Internet, and a decrease in human contact, professionals have to be reminded how to communicate with people. Network, don't be a stalker, help people and that in turn will benefit you, be efficient, and adjust communication styles. I really feel like I am learning a lot from being a Communications major. It's back to basics, but it is the really important stuff that it seems, people have forgotten.