After 13 years with the Financial Times, Reuters’ companies editor Lina Saigol shares her thoughts on media relations in this month’s Meet the media.

How do you prefer to be contacted by PRs?
I prefer being contacted by email, unless it is an exclusive or a really big, complex story that needs explaining, in which case the telephone is best. We have to make decisions around dozens of news stories that span the globe every day, so brevity and clarity from PRs is key.

Do you think strong, ongoing relationships with PRs are helpful?

Yes, but only if a PR has a deep working knowledge of their clients, including knowing the top management and the strategy of the company. When a company is in the middle of a merger or acquisition or crisis, a strong relationship with both internal and external PRs can make a big difference to the quality of the media coverage.

What is the most useful service that PRs can provide?

For me, the most helpful service is providing access to the company’s management. Working to such tight, daily deadlines means we often need to reach the top brass as quickly as possible. It is also very helpful to have facts and data easily available so that journalists have the information they need to illustrate their stories with graphics and charts.

What PR habit do you find most irritating or unhelpful?

A wise editor once said, “There’s only one bigger nuisance that the guy who wants to keep something out of the paper, and that’s the one that wants to get something in.” It is never a good idea to stonewall a journalist, but rather try to explain the issues by having a grown-up conversation.