Don't annoy the journalists

The fabled animosity between journalists and PR people, both between in-house and agency practitioners, is interminably ingrained within the industry. While not all of us can remember why the divide exists or who started it, the Lilliputian feud is alive and well and can be a major hindrance to a fledgling company's press effort.

The trouble is that few new or growing companies (that aren't PR agencies) have much knowledge of the wily world of media relations. What to say, when to say it, how, to whom and so on, are often shrouded in mystery. The mystery of why journalists don't like PR people is quickly cleared up when you look at the common mistakes amateur media relations practitioners make.

Some of the most common downfalls are:

• No news – everyone thinks their own company is amazingly interesting and important, chances are journalists don't. Journalists infrequently focus a whole story on a company unless they're very big, or truly very interesting.