During my 20 years in journalism, few things were as valuable as a reliable source. Someone with good news judgment, who understood the media and what they were looking for, and provided valuable information, particularly on deadline when chasing a story, was a source to be cultivated.
During my four years in public relations, I’ve learned that few things are as valuable as the ability to communicate well, to reflect good news judgment, to provide interesting and valuable information to journalists in a timely manner and above all, to be sensitive to their increasing deadline pressures.
The key is to make the initial connection, to develop the necessary relationships. In an article today, Claire Cain Miller of the New York Times calls these “professional relationships that seesaw between love and hate.”
Journalists pride themselves on their ability to “source,” or develop the relationships they need to do their job. A new website launched today is designed to help them.
NewsBasis leverages the Internet’s ability to bring people of common purpose together. In this instance, the common purpose is an exchange of information, from an organization to the media. In addition, NewsBasis allows organizations to insert their own information into a news story, just for the edification of other journalists.
PR professionals can monitor NewsBasis for queries pertinent to their clients, and then respond as well.
Whether NewsBasis, created by Darryl Siry, a former journalist and marketer, can become a new marketplace of ideas and mutual information exchange, will be an ongoing question.
I suspect it will work if it reflects good news judgment, is frequented by those who understand the media and what they are looking for, and provides valuable information, particularly on deadline.
And perhaps mixes in a little love and hate as well.