I was just flipping through a book I read last December, The Confessions of an Ink-Stained Wretch: An Insider’s Secrets to Getting Press, and found some things I’d like to note for you on working with reporters.

John Persinos quoted Sun Tzu: “The battle is won before the fight, through preparation.”

I think this is true for anything; interviews, stories, resumes and cover letters, purchases.

But when you are pitching to a newspaper, you really need to do your research. Who generally covers stories on this subject? What beat might this fit under and who is the beat reporter? Who is that reporter’s editor?

A lot of times, this can be quick and easy research. Look at the newspaper bylines. Persinos suggests calling the managing editor if you can’t find specific information.

Relationships are important and they should go both ways. As I’ve said in a previous post, if someone doesn’t like you, they probably won’t help you out. If you work on technology accounts, build a relationship with the local reporter who covers technology.

After pitching a story, say via e-mail, follow up with the reporter. Persinos suggests writing a script that you can go off of so you know your talking points.

Persinos said, “Cultivating the press is a 24/7 effort that never ceases. It’s like going on a date: you first have to buy dinner and flowers, and make an effort at conversation, if you expect to score,” (p. 49).

I thought this was a very humorous way to put it, but I think it has some truth.

Another note Persinos made was to make personal contact like sending hand-written notes with relevant articles to the reporter just because they will find it interesting.

Rachel M. Esterline works as an account executive for Central Michigan Life, the nationally award-winning school newspaper at Central Michigan University. She is as an account executive for PR Central, CMU’s student-run public relations firm and as a public relations executive with the Student Government Association. Additionally, Rachel serves on the executive board of the Public Relations Student Society of America at CMU and has completed a seven-month internship with her university’s public relations and marketing department. Rachel will graduate in May 2010 with a degree in public relations with minors in journalism and communication.