Some Basic Telephone Etiquette for Public Relations

“I didn’t care for his tone of voice.”

This often heard complaint in everyday life can close ears and minds in public relations.

Even with all the new media communications tools, telephone skills remain crucial, especially in the media relations discipline of PR. How you sound and relate to the person or persons on the other end of the line is still key in opening doors and getting results for your client. First contacts make first impressions, which have consequences.

Remembering simple courtesies and a few basics go a long way in negotiating gatekeepers and reaching the ears and minds of the best media contact for your story pitch.

From the first call, show patience in your voice, not only in what you say, but how you say it. Do not speak too quickly or loudly. Be deliberate, but calm. Do not run sentences together. A well-timed pause is both courteous and useful, giving the other party an opportunity to interject, direct you and save time. Proper inflection and variation in your voice are critical. There’s a fine line between being calm and too dry. A monotone elocution will usually not capture any listener’s interest. Utilize little peaks and valleys in your opening lines to help you better grab their attention in a positive way. Provide a concise introduction and explanation of your story and why it is newsworthy.

Be polite, even if the other party isn’t. If someone is rude, disarm them with questions such as: “Did I catch you at a bad time? When is a better time? Whom should I contact? If being directed to another party, try to find out their most preferred mode of contact, i.e. phone, email, fax, mail, and write down all contact information. If someone is outright abusive, let it go and try another department. Move on to features, sports, business, or home and garden and start again. If you keep hitting a wall, research other general or main telephone numbers to link up with a different receptionist or starting gatekeeper.

If you start pushing the buttons offered in these tips, you’ll usually persuade or find a person who is willing to help you connect with the best media contact for your story pitch.