Referred to the move as "going to the dark side,"
When I was in the media, I thought there were very good PR people who understood the news process; some very bad who were never helpful and never returned phone calls, and there were "tipsters" who wanted to give the scoop on their competitors but not themselves.
I was peeved by the unskilled pitchers who hadn't done their research and the news release demons who sent stacks of irrelevant releases.
It is very important to understand how the news room works, there are too many PR staffers who don't study the media and make mistakes out of inexperience.

Kathy Leonard:

Be prepared to tell clients "no." There are challenges to the PR person's ability to maintain good relationships with media contacts and it is the PR person's job to reinforce credibility with clients and executives so that we don't pitch irrelevant stories.
Take media contacts to coffee or lunch to get to know them and uncover their true interests.
Reporters, especially print reporters, really don't think they need public relations professionals, so it is even more important to maintain credibility and to provide good information.

Johnnie Little:

When I joined the schools I had no idea how intense the media coverage would be - I had no idea what I would have to go through being constantly in the media spotlight.
I follow three rules: maintain relationships with assignment editors; be short and concise in pitches; and be persistent.

Open Questions:

Can/should organizations try to hold events at 10 or 4 (during traditional news planning and meeting times) if there is enough notice?
1. No! It's too easy for the news media to pass it up if you present a logistical challenge right off the bat.
2. Always balance your news value with the time of day to ensure the most coverage.
What other responsibilities do you have other than media relations?
1. Delegates to others. Use common sense. Learns by doing.
Where do you start if you're not a media veteran?
1. Be a media consumer. Read and watch and listen.
Can you pitch to avenues within same media outlet at the same time?
1. Yes - just tell them you are doing so.
Is it okay to pitch fluff?
1. Yes as long as you are willing to be available for "real" news.
Do you find the media less accurate now that you are on the other side looking in?
1. Media make mistakes. Choose your battles about asking for corrections.

_{Reporter: Denise Bentele Heinz, Chapter Board Director}