Have We Become Limitless or Impatient?

Communication between public relations professionals and members of the press has always had a dynamic structure. However, in today’s era where new media and technology are experiencing their golden age, we have almost forgotten to breathe while trying to reach journalists.

With the impact of the pandemic—when we stayed at home, were available at every moment (!), and eliminated the concept of working hours—we now use all our weapons to reach journalists from whom we have not received a response.

…I sent a press release, could you take a look?

Especially in recent times, we need to address an issue that has also begun to disturb journalists. Any communication carried out without knowing or considering a journalist’s working hours, days off, or peak publication periods harms not only the individual initiating it but also the public relations sector as a whole. Despite this, while our email is still circulating within the system, we send a message via WhatsApp, and if we do not receive the “blue tick,” we immediately reach for the phone. This does not make our content more valuable or more of a priority. So how does this process affect media relations? That is the real question that needs to be asked.

Speaking from my own experience… In the communication sector, the concept of weekends is hardly applicable. Public relations professionals constantly follow the agenda and provide communication for the brands they consult within the appropriate areas of the existing news cycle. Press releases may also be sent over the weekend depending on the media agenda. However, believing that calling a journalist on the weekend is not exactly appropriate, I recently chose to send a message after an important distribution explaining that I did not want to disturb certain journalists by calling them. Following my brief message, 4 out of 5 journalists thanked me for the consideration I showed, sharing that weekend calls are not particularly pleasant, while one journalist even called to genuinely express frustration about this issue.

This is precisely what requires attention in media relations. While we want the work we do to be considered important and valuable, we must not forget that the people we communicate with also deserve that same importance and value. Pushing aside the sensitivity and understanding that form the foundation of communication, and continuing to use the boundlessness of communication with impatience, seems likely to make cold winds between the public relations sector and the media inevitable.

Author: Esra Can Sinav