Telephone Protocols

To be successful with reporters you must follow certain protocols. Here are tips which may come in handy when phoning journalists.

• Avoid deadlines. If a reporter has to finish a story by noon, don't call at 11:30 AM.

• Never use an automatic dialer with a taped message to contact a journalist (or any other human being).

• Always return calls.

• Don't call at the beginning of the day (9 AM sharp) or at the end (4:51 PM). People need their psychic space, some time to get organized, settled and adjusted. Calling in the midst of this process is unsettling.

• Leave messages. If a secretary or machine answers the phone, say who you are, why you're calling, where you can be reached and when.

• Be brief. Socialization makes it hard to hang up on people, but many reporters have overcome this barrier and will put down the phone if a caller's point is not immediately clear.

• Leave both work and home numbers when contacting reporters. The newspaper you read December 26th must have been written Christmas day and to produce that paper it's inevitable some people were called at home. Reporters, particularly those employed by daily newspapers and electronic outlets, often work weekends, nights and holidays which means access to sources is needed at those times.

• Don't phone repeatedly after the first call or letter. Reporters know you're out there.

• If you're calling long distance, don't phone collect. Phoning a reporter is a business deal and the cost of phoning is just one cost of doing business.

• If for some reason you have an automated phone answering system ("Press 5 to reach the order department, press 9 to hear today's lumber prices, etc.") make a point of leaving a number that will answered either by yourself or another sentient being.

Peter G. Miller is an image, marketing, and public relations consultant whose clients include selected national corporations, associations, and web sites. Mr. Miller can be reached at peter@boardroomarts.com