That’s a real question.
If you have the answer, please post it in the comment area. I’m sure reporters and editors (and, actually some read this blog, too) will be interested to know.
I’m currently completing my research for my next article. As regular readers know, I write the Internet Technologies column for University Business.
For my previous columns, I interviewed sources working mainly in higher ed Web offices. And, I’m proud to report that up until this specific article my email queries had always been considered, my questions answered and the deadlines given to my sources met.
However, since I’ve started to work on this column, most contacted sources haven’t been really cooperative. They ignore my emails, don’t bother to send a “thanks, but no thanks” note, or don’t reply to my questions even when they say they will.
And, the funny thing is the topic of this column isn’t what you could call a controversial issue (actually, I’m starting to wonder if it isn’t — in a very strange way) It doesn’t have anything to do with high tuition costs, low graduation rates, annoying pending lawsuits or wacky faculty members.
No, this column deals with… media relations and how the Web can help.
I didn’t have any problems getting answers from a few reporters and editors I interviewed about this topic. But, it has proven to be very difficult to get my higher ed PR contacts to cooperate.
Wait a minute.
Isn’t it supposed to be tough to get a few minutes of an editor or a reporter’s time?
And, aren’t PR practitioners supposed to answer questions from media folks… for a living?
I won’t name the names of the 3 institutions, but I can tell they include a state university, an institution highly-ranked by the US News Report and a technology institute.
I know that I’m no NYT columnist. But, in this age of the Long Tail, this column or even this blog post might be read by reporters working for the NYT. That’s why I fail to understand why PR people wouldn’t take a few minutes to reply to a short email.
They might belong to the phone-only cast, which would explain the fate of my emails.
Anybody out there can offer another suggestion?