One thing that many junior consultants struggle with is media relations. Some go to extraordinary lengths to avoid it, such as the UK-based junior who took to pretending that he was speaking to a publication when in fact he was conversing with the talking clock!
However, contrary to popular belief, journalists do not hate PR people. They do not spend their days plotting and musing on various ways to make our lives as uncomfortable and as miserable as possible. In fact, the majority of them are actually quite nice.
However, contrary to popular belief, journalists do not hate PR people. They do not spend their days plotting and musing on various ways to make our lives as uncomfortable and as miserable as possible. In fact, the majority of them are actually quite nice.
It's very simple really- all they want is interesting, exciting news that is relevant to them and their publication. As long as you are honest and helpful, they are not going to bite your head off.
If you are new to media relations, here are a few simple tips to help you through those first, tentative calls:
1) Choose phone over email:
Even though email may feel like the easy option, it is not always the most effective. Emails are easy to overlook, forget about or delete. If you discuss an article via the telephone, you will be able to answer any queries that the journalist has and will be able to describe your story with a passion that just can't be conveyed through electronic means
Even though email may feel like the easy option, it is not always the most effective. Emails are easy to overlook, forget about or delete. If you discuss an article via the telephone, you will be able to answer any queries that the journalist has and will be able to describe your story with a passion that just can't be conveyed through electronic means
2) Know who you need to speak to:
Research the names and positions of people working at specific magazines and newspapers and target your story at the individuals working in the relevant sections. There is no point wasting the Editor-in-Chief's time if you have a story that would be better off being pitched at the Property Editor. If you are unsure about who you need to speak to, an editorial assistant will be able to point you in the right direction.
3) Make sure you know what you're talking about:
Never pick up the phone unless you have prepared yourself sufficiently and know what you are going to talk about. Make sure that you know the ins and outs of the business or product that you wish to discuss. Otherwise, you will come across as unprofessional and journalists will feel that you are wasting their time.
4) Keep it short and sweet:
Journalists are very busy people- they do not want you waffling on for half an hour. Make sure that you can describe your idea in as succinct a manner as possible. You should be able to get your key points across in the space of a few minutes.
Never pick up the phone unless you have prepared yourself sufficiently and know what you are going to talk about. Make sure that you know the ins and outs of the business or product that you wish to discuss. Otherwise, you will come across as unprofessional and journalists will feel that you are wasting their time.
4) Keep it short and sweet:
Journalists are very busy people- they do not want you waffling on for half an hour. Make sure that you can describe your idea in as succinct a manner as possible. You should be able to get your key points across in the space of a few minutes.
5) Prepare a script:
If you are really nervous about pitching your story, write out a rough script. Having a series of bullet points in front of you will make you feel more confident and will provide you with something to refer to should you get nervous and forget what you were going to say next.
If you are really nervous about pitching your story, write out a rough script. Having a series of bullet points in front of you will make you feel more confident and will provide you with something to refer to should you get nervous and forget what you were going to say next.
6) Everyone loves a natural:
Don't try to be someone you're not- just be yourself. A few tricks to stop you feeling tense and nervous include standing up and smiling while you're on the phone.
Above all, remember that journalists need stories- their livelihood depends on it. If you can provide them with a unique, interesting story idea, they will thank you for it.
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