Bringing Back the Media ‘House Call’
It used to be said that a lot of PR networking and media schmoozing were conducted during the
Proverbial “two-martini lunch.” As our industry has expanded and diversified to embrace different disciplines and foster new skill sets, it seems we have experienced a disconnect in the amount of quality face time we get with news reporters and producers. To remedy this deficiency, a simple media house call may be the solution.
The house call can take your communication with key media personnel to the next level, beyond the rampant use of faceless e-mail correspondence for news distribution and story pitching. E-mail has done great things for industry on both sides of the equation – enabling effective multi-tasking for PR practitioners and creating a convenient way for reporters to screen and pick and choose what interests them or is a good fit for a potential story. However, there remains great value in an occasional, face-to-face meeting. For in-house corporate communications managers, it is often easier to develop a rapport with beat writers and columnists who regularly cover their business through events and regular transactions. On the agency side, conflicting schedules, client meetings, distances and time constraints all lead to a limited ability for PR pros and media personnel to interact regularly, other than blasting e-mails and voicemails back-and-forth to each other.
For the agency representatives attempting to build a stronger connection with the media contacts who should be covering their client’s business, conducting the occasional “house call” with key reporters can be a beneficial endeavor. While it isn’t advisable to pull an unannounced and Seinfeldesque “pop-in,” a quick call or message to let your media contact know you are in the vicinity and interested in dropping off a press kit or catching up for a few minutes on some of their upcoming stories can go a long way to cementing your role in their eyes. Since you want to be a constant and reliable source of information for reporters, a brief face-to-face meeting can keep you and your clients’ business on their radar for a possible trend piece, feature or just when they are seeking an expert opinion.
While many reporters are unable to accept lunch from PR professionals, or a martini for that matter, they are generally receptive to casual meetings and will appreciate the effort to come to their turf to engage with them, as they are equally busy and often chained to their desk as well.
So the next time you have an opening in your schedule, try to set up a media house call, it can be a basic tactic with a long-term strategic impact for your agency and your clients’ awareness.
