Having sat on both sides of the fence, I’d like to think I know a thing or two about the relationship between PR types and journalists.
PR
Strained at times (certainly when deadlines are looming), sensitive at others (when reactive PR is necessary) and simply wonderful (when both sides benefit from each other’s work).
And it’s the final one I am interested in here. As an in-house wordsmith, it’s important I both set the standard and follow some simple rules of engagement when I want publicity.
Times change, the resources in newsroom are forever dwindling, but the need for content is still as high as ever. Here’s some things I’ve taken with me over the fence:
Tell your story
Everyone has a story to tell, from the multi-million pound corporate giants to the SMEs and one-man bands so don’t be afraid to tell it. Newspapers are crying out for interesting stories and love to make new contacts. Telling your story might be the best thing you ever do for your business. Even Lord Sugar had to start somewhere.
Speak their language
At an un-named news-room we used to play PR bingo. It was a simple game, basically we ticked off common phrases they used. Multi-agency approach (tick), singing from the same hymn-sheet (tick) and the old favourite, let’s touch base soon (big tick). Journalists don’t want to hear this, speak plain English. They want something from you – your words.
Grab their attention – don’t waffle
Following on from PR bingo, your release should be to the point. The opening two pars (journo speak, there) should be enough to grab their attention. Don’t waste four pars talking about the current economic climate, if they are a decent reporter they should already know this. Tell them what they want to hear or they will lose interest, quickly.
Offer your (full) service
It’s not just the release you should be selling the reporter, it’s the full service. Tip-offs, talking heads, images, video content, social media presence. If you have it at your disposal, then let them know. They might not necessarily need it but it can’t hurt. A story which links to an on-line presence and a video and a link back to your site. Job done!
Time is tight
Deadlines are a necessary evil whether you work in a fast-paced editorial office or the pressures of an agency. If the journalist says they need the copy by midday, give it to them by 10am and that way they have time to analyse and get back to you with anything they might need to further the story.
Follow!
Get to know your reporter. If they have a Twitter account, give them a follow. Get to know their interests, what they report on, if they cover a patch, if they take a keen interest in business, finance, local politics, education etc… Having that knowledge pays off.
Say thank you!
Being courteous costs nothing. A simple e-mail to your new contact will be remembered by them and they might even refer you onto their colleagues, making you another contact. Sending them your thanks might also earn you a place in their little black book because every reporter (and PR person) has one, believe me.
Nick Hyde is PR & Content Manager at Happy Creative, a full service marketing and creative agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
