Effective PR involves more than occasional press releases – it’s about building relationships with the right people. So, when you’re fishing in the vast media ocean, how do you hook a journalist?

The sad truth is that press releases never guarantee media coverage.

When I worked in newspapers, I might have used a release because it was a slow news day and we needed fillers, or because its topic happened to chime with a feature I was writing. Conversely, I might have binned it because it wasn’t newsworthy, or because it had lots of spelling mistakes (yes, I am that picky…).

Your best chance is to make your release stand out from the ever-towering pile on a journalist’s desk (or inbox). To do this, you need to find what the journalist wants and deliver it – preferably on a silver platter.

Journalists want… news
Above all, realise this – journalists do not care about you, or your company. They care about stories that interest their readers.

You need a hook – human angle, controversial point, interesting research, etc. This depends on the publication. What will interest their readership? Research (i.e. read!) all publications that you want to appear in – there is rarely a one fit solution for all.

Journalists prefer… exclusivity
Mass press releases may get you limited response in a few publications – but for more coverage in a specific publication, you should be targeted. Editors don’t want something they have already read in four other papers.

Journalists like… freebies
Well, who doesn’t? This is particularly relevant for feature writers. If you can stand to see the harsh truth – or opinion – written about your service or product, offer a free sample to a journalist in charge of a feature that is relevant to your sector. For example, a review of your style consultancy service could work well in a Fashion or even Business section.

Journalists hate… hassle
Journalists are generally very busy (and those that aren’t like to think they are). Several phone calls asking “Did you get my press release? When are you going to use it?” will only irritate them. However, build up a good relationship and they are more likely to keep you informed.

Small things matter. Find out who to send to – editors are usually too busy, so you might want the newsdesk, or a specific journalist. Ring and ask. And ask how the journalist likes to receive their releases – many won’t even look at paper ones that they’ll have to retype.

Finally, make sure press releases are well-written and properly proofed – the less editing and re-writing a journalist has to do, the better.

 

© Nicola Cooper-Abbs. No content to be reproduced without written approval of the author.

Nicola Cooper-Abbs is a Copywriter and Editor, and Director of All Words Ltd.

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