Building strong relationships
with the press is a critical part of any media
relations programme. Understanding what they want and how they work will
help you avoid doing anything that is likely to irritate or annoy them, which
is so important when you consider these journalists hold the key to your PR success. Take any
opportunity to engage with them to create a picture of their individual needs
and preferences.
With all this in mind, we
thought it might be interesting to speak with a number of our best contacts to
let them vent their frustrations and find out exactly what makes them into
grumpy old journos. Part one shows that
ineffective communications is a major bugbear for journalists and could hamper
your media campaign now and in the future.
The pointless follow-up
Ringing up to ask if the
press release will be used or has been received was at the top of most of the
journalist’s lists, which is exacerbated further because the job is often
assigned to the most junior member of the PR team who does have the knowledge
to answer any subsequent questions. Do not call unless you have something to
add or are equipped to respond to any additional media queries.
“Do not ring us up or
email us to ask if we are going to use your press release. We receive dozens of
press releases every day, so if had to acknowledge all of them we would never
have any time to do any work. If the release is appropriate and convincing, it
will be used.”
Poor communications
Journalists can get hundreds
of emails every day, so do not simply rely on this form of communication if you
want to discuss an idea or make a suggestion. However, do not cold call and try
to bludgeon them into doing a client interview or run a by-lined article. Use
all tools at your disposal to build a personal relationship that will help
maximise any opportunities that exist.
“I get up to 150
emails per day, and by just resending the same email as a hint to get me to
bite is not good enough.”
“Do you like
double-glazing salesmen? Nor do we and badgering phone calls seem very much
like them. Establish a relationship first, try to come up with a unique
proposition for their publication and do not make them feel like they are just
next on the list.”
Ignoring
requests
Always
respond to requests for additional information or input. If you cannot help,
then it is better to say so and the journalist will respect you for it.
However, if you can provide assistance quickly, it is not only likely to
achieve better coverage, but also result in further opportunities in the
future. Journalists will always go back to their trusted PR contacts especially
when they need something last minute.
“Some PR firms are
good at sending out material on their own terms, but unresponsive and evasive
when it comes to answering requests for information. This comes over as
cynical, and does the client no favours. If you can help, make sure you do, and
the journalist will love you forever.”
In
the second part of this blog, we will be taking a look at some of the gripes
journalists have with regards to your PR material.
About Jasper Business
Jasper
Business Communications is an independent business-to-business PR agency based
in South London working in close partnership with clients locally and across
the UK. We use former journalists and experienced industry specialists to
create tailored PR and marketing solutions that take advantage of all
traditional and online communications channels.
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