One of the staples of the journalism business is following up on press releases. Every week we are sent a variety of different releases and from those we select what ideas and stories to pursue. This task has become increasingly difficult, due to a number of ineffective public relations departments.
A few weeks ago we received a government press release about a local issue. After a few calls we realized that both contacts listed on the release were not available for an interview for the rest of the week, which meant we were unable to do any follow up with that particular source, leaving any subsequent story lacking and untimely.
Last week, a major oil company released its causation review, which detailed the causes of the major releases of bitumen emulsion to surface near Cold Lake. After contacting the company's public relations department we were notified that no representatives were available for an interview.
This past week we received a release from an Alberta-based utilities company. Upon following up on the release we found out that the only person who was willing and able to answer any questions was on vacation for the next month.
This occurs on a weekly basis.
What it comes down to is bad timing, lack of communication and poor public relations. I don't have a problem with the employee who took a vacation, or the representative on a business trip for a week. Our issues arise with the public relations person who sent out a press release with the contact information of someone who will be unavailable to contact.
A press release is meant to be a notice to the media to follow up on something. When one is sent out the contact listed at the bottom of the release should be expecting a response, particularly from a reporter. Key to the success of press releases would be ensuring the employee listed as a contact is actually available to field interviews.
If I sent an email telling the recipient to give my boss a call about something when in fact my boss is actually away for the next month, it would be frustrating, wouldn't it?
The lack of communication can be outrageous, especially for a department that specializes in communications. It baffles me how many people listed as contacts on press releases are surprised when they get a call from a reporter. Are they not made aware their name and number has been given to the media?
If people, specifically PR workers, were better at communicating with their colleagues we wouldn't have nearly this much of an issue.
Although frustrating for reporters, it is the company or organization sending the release that is losing out by not having the information published by the media.
News is timely. People want their information as soon as it is made available. Sending a release without a follow-up contact available basically guarantees delays in the process and that the information will not get out in a timely fashion.
It may be reductive, but when a public relations department functions properly, relating information to the public becomes a much easier task.
