What reporters really want

Invariably we public relations folks are interrogated about our contacts. Clients want to know who we know in the media, how close we are to journalists and what influence we have to get names, deals, and comments of owners, developers and agents into the press. There is no question that good publicists have to know media reporters, a growing challenge given the huge shift from traditional media to Internet. Although the number is dwindling, many publicists grew up in traditional media and bond pretty easily with reporters, editors and producers. But any publicist worth their pay knows our real value lies in what we can give a journalist in terms of an idea, story or trend. Where is the market really headed? Who are the buyers and sellers on that Third Ave. deal? How much is that building really worth? In the publicity game, you are only as good as your last tidbit or better yet your last story. The classic case is the announcement of a new transaction. Journalists want the news first. Few reporters will cover a transaction that has already been announced. The next time you want to publicize a deal, think carefully how you plan to announce it and to whom. And when your public relations director or agent asks about your business, deals, or marketplace, take them seriously. You do not have to give away secrets or confidential information, but a little sharing can go a long way to getting the media coverage you deserve. Harry Zlokower is president of Zlokower Company, New York, N.Y.