Identifying the best practices of media catching: A national survey of media relations practitioners

Web-based services, like Help-A-Reporter-Out (HARO), that allow journalists to send content requests to a multitude of public relations agents are becoming more popular among media relations practitioners. The purpose of this study is to examine how practitioners are using HARO and to measure success rates of media placements against the proposed best practices of “media catching”. An online survey (n = 110) was conducted of members of Public Relations Society of America who identified themselves as working in media relations. Analysis revealed five best practices that had a positive significant correlation to journalist response rates and placement success rates. The results also indicated what media outlets practitioners preferred to reply to using the HARO service. As more practitioners are integrating media catching services in their daily routine, it is important to ensure they are employing best practices in order to develop and maintain positive working relationships with journalists.

► Stages of media catching (preparing, responding, and maintenance) were correlated to response and placement rates.
► For preparing, understanding the process and reading every listserv email correlated to media catching success.
► In responding, customizing replies, rechecking contact details, and aiding journalists without short-term gains emerged.
► For maintaining the relationship, tracking journalists’ information and following-up after the interaction were correlated.