Business Etiquette | Marketing | PR | Training

Ask Crystal

Question: When should I use a wire service to get a story out?

Answer: Generally, when you need a multitude of media outlets to reach a massive audience (or targeted audience) at the same time. Or, when you need to create a history trail on the story (and it better be interesting to thousands of people.) Don’t overuse the wires for trivial stories, respect the media outlets and the audiences they serve. You’ll wind up on the ick list if you send stuff they have no use for, and it happens to everyone, even the veteran PR folks (mea culpa) so try some restraint and you’ll have a more productive rapport with the press.


Question: My boss wants PR but only wants to be in the Wall Street Journal and the New York Times, how do I handle this request?

Answer: Without first banging your head against a wall and muttering unkind things? As if you could tell the rain to fall in one specific river and not others. Of course, you’re going to try for those publications but only if the material is worthy of their audiences otherwise, why jeopardize your credibility and that of the company? Explain the 101’s of PR and journalism to your boss, once he/she understands how the media game is played, that should create more reasonable expectations.


Question: Our company has just been named in a lawsuit. How much do we share with our clients and employees?

Answer: Social media has completely transformed how PR was handled with statements reviewed by several people and then left to marinate for hours or days. Transparency, robust answers and a quick response are essential components in your message to both your external and internal audiences. How much you share is often governed by what they will find out on their own--only angry at you for not telling them in the first place.


Trained by the Emily Post institute.