For a Good Media Relations Professional, It Can't Always Be About You... or Your Company

Yesterday morning, I sat down at my desk to read my Washington Post as my computer booted up. This is part of my normal routine.

The first section I pulled out was the Health & Science section and immediately found myself drawn to this week's "Field of Inquiry" column.  The column is a Q&A with someone studying something interesting in science or health. This week's column was about self-proclaimed “alien hunter” Seth Shostak, a senior astronomer at the SETI (Search for Extraterrestrial Intelligence) Institute.

When I finished reading, I recalled an earlier "Field of Inquiry" column about Peter Agre, director of the Johns Hopkins Malaria Research Institute. From there, my mind went to an online piece I'd read earlier in the day about Jonathan Balcombe, most recently author of “The Exultant Ark: A Pictorial Tour of Animal Pleasure," and also Animal Studies Department Chair for Humane Society University. (I'm going somewhere with this. I promise!)

I knew about Balcombe's work because he had been one of the featured authors at both last year's and this year's Gaithersburg Book Festival, for which I'm co-chair of the PR Committee.

And as I thought about the "Field of Inquiry" column and the piece I read about Balcombe's latest book, I couldn't help but think that he would make a great subject for one of these columns.

Now, getting Balcombe media coverage in the Post does nothing for me either in my day job with Johns Hopkins -- since he has no connection to the university -- or even with the Gaithersburg Book Festival since this year's festival is past -- it was in late May -- and we haven't signing up authors for next year. Plus, let's face it, having a future GBF author who would be appropriate for this column is probably unlikely given the topic.

But I didn't let that stop me from emailing the reporter with a quick note that she should consider featuring Jonathan in an upcoming column and that I could help connect her with him if she was interested.

So why did I do it when there wasn't any immediate gain? Simple.

At the most basic level: karma. The whole "what goes around comes around" or "do unto others" thing. Why not help out another human being and suggest a story I think others would find interesting? It helps Jonathan if he's featured, and he's a nice guy. And it helps the reporter if it gives her a good story.

But even more important: relationships. Media relations is all about relationship building. The best media relations pro is someone who reporters view as a RESOURCE... and not just a resource when it comes to one particular company. Being a good resource means you know about more than just your own company/organization/initiative. And it means you share that information, even when there's no immediate or foreseeable personal gain from doing so. It means you're calling or emailing reporters when you hear about something interesting they may want to cover... even when it has nothing to do with you. It means sharing information about trends you're seeing... but more on this tip in an upcoming column. And if you do all that, then a reporter is more likely to come to you when she needs a source for an upcoming story, or to take your call when you contact him about your company's latest initiative. Because you're not always calling seeking personal gain.

The bottom line: If you want reporters to listen and respond to you, you need to share good, helpful information on a regular basis. And as often as that information is something that promotes you, your company, your organization, or your latest initiative, it should also be information that is just helpful to the reporter and isn't about you. Because if you're a good media relations professional, you know that it can't always be about you.