Building positive relationships with journalists can be very good for business. But making that first call to the editor can be a bit like going on a blind date. So here are my top three tips to help you conquer your first date nerves and set the scene for a long and loving relationship with all your key journalists (polygamy is actively encouraged in public relations). Tip one: Popping the question First date nerves can often bring on an attack of the verbals, so to avoid this, take a deep breath and think about what you’re going to say to the journalist on the other end of the phone when (s)he picks up the receiver. Never ever, ever pick up the phone to a journalist and greet them with the question, “Did you get my press release?” Unless you’re a masochist, that is. Journalists get press releases landing on their desks and dropping into their inboxes on almost an hourly basis. And they’re writers, not clairvoyants. So it’s highly unlikely they’ll remember yours from all the ones they’ve received that same day. But it is very likely that you’ll annoy the journalist beyond all comprehension if you ask them whether they got your press release or not. In fact, you’d probably be safer going to your nearest zoo and poking the hippopotamus with a short stick. Instead, when you make that all important call, firstly introduce yourself and then ask if the journalist has time to hear your story. If (s)he says no, then ask for a more convenient time to call back. If, on the other hand, (s)he says yes, get stuck in! (but remember to keep it short and snappy, full of facts and relevant to the journalist’s readers). Tip two: Coitus interruptus Interrupting a busy journalist on deadline is on a par with catching your parents ‘in the act’. In other words, not pleasant. The last thing a journalist needs when (s)he is trying to put a story to bed on time is to receive a call from you - no matter how dulcet your tones. Save yourself the blushes by doing a little research before picking up the phone. Find out what day is press day for your target publications and make a mental and physical note never to call on that day! And if you’re calling a daily, afternoons are best avoided. Tip three: Embrace commitment phobia Just as you’d surely run a mile if I proposed to you on our first date, there’s nothing more unromantic when trying to woo a journalist with your story than badgering him/her to publish it! You should get a feel for whether your press release has received a good reception or not during the course of your conversation (assuming you have followed tips one and two, of course!) But resist the temptation to say: “So, are you going to use my press release or not?” I know it’s tempting because you’re chasing that warm, fuzzy glow that comes with seeing your name in print, but fight the urge. I mean really fight it: bite your tongue; stuff your fist in your mouth; do anything to ensure you don’t blurt it out. If you do let it slip, your commitment phobic journalist will be hanging up the phone quicker than you can ask, “When can I see you again?” So, there you have it. My top three tips for contacting the press. Follow them for a long-lasting, mutually beneficial relationship with the journalists that matter to you and your business. Vicky
Please, yes - get the message out! I'm constantly bombarded by press agencies looking to get me to cover their releases by phoning me up. If you sent the release, I've got it, and will consider it - ringing me up and wasting my time with that when an email will do is great. Also, don;t ask if it went up a few days later - check the blooming site!! The number of times I've had enquiries about whether something was posted, only to point out that it went up a few days ago...
Yup....truly agreed...thats a good one on journos...Vicky. That will help the people here to make their approach a more realistic one....Thanks :thumbup1:
this is a great post What I would add from someone who works in the media on both sides of the coin is, think about your business first, think what would really interest the newspaper or magazine, think about your business not as a business but as a news article. Why would people be interested in my business. For example, you may employ five members of staff and you have decided that you are concerned about them sitting down all day, so to combat against the so called obese problem, you have decided to install five exercise bikes in your work place for your members of staff which can be used before work in the morning and maybe at dinner time or after work. And you have not only done this because you want to help your members of staff to be more healthier but you have also done this to raise money for a local charity where you are being sponsored for each mile they do, say in a month. Anything like this will excite the media, because it is there job to keep the readers interested and to sell newspapers.
Excellent list of tips, Vicky! Here's another tip: Try to follow the stories/articles that the journalist has worked on recently, especially if they are related to your business/topic/press release. You can start your conversation by referring to specific articles, as journalists tend to follow up their own stories.
I deal with a lot of food and lifestyle journalists and agree totally with co- 4 networkers. Getting samples to the journo is important, it is another thing to talk about and they can then relate to the product. Tastees taste...............Tastier
More good stuff and timely since I will be embarking on a marketing plan in 2009 that will require the currying of attention from this group.
Tip two: Coitus interruptus I had to laugh when I read that again... The reality is that you may not be able to know if you are interrupting some afternoon delight.
Insightful stuff. Having worked in the media and in PR, there's nothing a journalist dislikes more than a call from the Dark Side. Unless, of course, that call or email is a great story. Don't forget that if you are offering something good, a good journalist will listen. Just make sure you are giving them what they want. I used to edit a magazine for men and would get press releases about products for women. Random PR and pointless releases are a waste of everyone's time. Know your publication, know your journalist if you can and - here's the important bit - know the great story your business has to tell.