The Emily Post School of Media Manners

Okay, so you’ve done a good job, and you’ve respected the journalist’s ethics, job, and requirements. What should you expect in return? Nothing less than the same respect you’ve shown him. You should also expect a long working relationship out of this successful encounter. Smart journalists will take note of good contacts and put them into their special Rolodexes. It’s not often that a source impresses them. (See Chapter 7 for more on the source-filing concept.)

What if you’ve shown that respect to the reporter, and it’s not returned in kind? After all of your hard work, if you are maligned or treated impolitely with no justification, remove that person’s name from your database. Your life’s too short, and the bad attitude would probably carry over to the story, anyway! We know reporters are busy—and you’re bored with us saying that—and yes, they field a lot of unwanted calls (yawn), but this does not give them the right to be rude or uncivil.

When you are happy with an introduction and story process, always send a handwritten thank-you note, letting the journalist know how much you appreciate the productive back-and-forth. Top it off with a business card and a note listing all of the related projects you’re working on (the next generation of your backpack, for instance, or cold-weather gear that senses impending frostbite and sends out an alarm). Mention other upcoming products or services, or things you “forgot” to mention during the interview. It’s like leaving a scarf or a sock after a first date. It’s a reason to return.

Five Ways to a Reporter’s Heart

1. Be courteous. Understand the media’s job and treat journalists with respect.

2. Do your homework.

3. Never exaggerate.

4. Don’t ever—ever—lie.

5. Always follow up as promised immediately.

This way, when Greg is facing a looming deadline again and is casting about for a source of information, he knows exactly how you can and can’t help … and if you add a note with fun story notions on it, you might get a call from him, asking you to “tell me about that idea, again.” We call that good media relations and good business.

The last thing we need to tell you about how the press really works is a simple rule most people would never think of. Be playful. That does not mean minimizing the subject at hand, and we’re not suggesting that you have to become bosom buddies with a journalist, but you can be one of the nicer people he has to deal with in his day. What did your mom tell you? Say something nice. They’ll remember. Amen.