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Journalists- tough nuts to crack?
From time to time I like to bring you some useful tips for getting your PR just right. And this time of year is ideal for putting plans in place for 2017.
I regularly offer advice on my Twitter page- so follow me if you fancy https://twitter.com/PRAnnaAddison
What do journalists these days like and dislike about press releases and pitches from businesses? I've been speaking to a few across a range of media from radio/TV and trade to glossy magazines and newspapers.
Here's what they had to say- I've preserved their anonymity and picked the most popular responses!
What journalists like: -
"Follow me on Twitter. And if I put a request out, feel free to respond."
"Plain speaking. Short, concise emails/press releases. Say what you mean and please don't use industry jargon."
"Follow-up stories are great. If I've covered something for you in the past, do drop me a line with an update/another story a month or two later."
"Interviewees that are readily available- and they need to have something to say that's relevant to the pitch/press release."
"Good quality photos. Not those tiny things that are used on websites. And please no handshakes or big cheques- we've seen them all before!"
"I like it when someone has done their research- they know what my programme covers, when it's on etc. I'm definitely more likely to use their story."
"Quality, not quantity- say no more."
What journalists don't like: -
"Follow me on Twitter but please don't pester me and message me daily!"
"Pushy people- constant 'did you see my story' phone calls are a big no-no in our news room. As are daily press releases from the same company."
"Please don't issue a press release and then have no one available to be interviewed that day- that's pointless."
"Long, boring, sales-y press releases. Get to the point so an average Jo like me can understand it."
"Is it my area of interest? I'm a business writer so I'm possibly not going to be interested in news about a charity event- sorry!"
"PRs who don't know their geography. I cover Manchester so a Nottingham story, no matter how tenuous the link, will not spike interest."