Journalism Etiquette & Ethics

Founder's Point of View

As a founder, you’re often your company’s spokesperson. Every interaction with a reporter shapes your reputation. Journalists are not your marketing team; they serve their audience first. Respecting deadlines, being transparent, and avoiding “pay-for-play” traps not only increases your odds of coverage but also builds long-term trust that pays off over years, not just one news cycle.

Overview

Good PR isn’t just about getting attention—it’s about becoming a reliable, credible source. Journalists work under pressure, often receiving hundreds of pitches each week. To stand out, you need to respect their process and maintain ethical boundaries.

Key principles include:
- Truth and accuracy – don’t exaggerate claims or spin numbers, as errors damage credibility
- Timeliness – respond quickly to requests and respect deadlines
- Transparency – disclose conflicts of interest and avoid undisclosed pay-for-play arrangements
- Respect – be courteous, concise, and recognize journalists’ independence from your brand

Founders who understand these values are far more likely to earn repeat coverage. When you position yourself as a helpful, responsive partner—not a pushy self-promoter—you build relationships that last across publications, beats, and even career moves.