Ever wondered what it takes for a journalist to answer your call?
For the past few months, part of my job has involved contacting journalists almost every day on behalf of our different clients, seeking responses to press statements and invitations.
One of the most important things that I have learned is that the PR-journalist relationship is a two-way street. We both give and receive in equal measure, and nurturing strong relationships with the journalists on whom you depend, and who depend on you, can help both of your professional efforts.
Make sure that whatever you discuss with the journalist you are calling is of interest to them. For example, do not send an IT journalist a press release about a new supermarket product. Targeting specific journalists or types of journalists, based on the needs of your clients is a crucial part of this process. These simple steps can help ensure that journalists publish the press releases sent to them and attend the events to which they are invited.
At Flow PR, we typically follow up telephonically after sending out press releases or invitations. This gives us the opportunity to assess whether the journalist is interested or not, and to provide further information if this is required.
Below are a few important pointers for any PR practitioner to consider when calling a journalist:
- Introduce yourself first quickly and politely
- Speak clearly
- Get to the point
- Know what you going to talk about before making the call
- Respond to the questions that the journalist may have; if you need to source more information, make sure you call the journalist back as quickly as possible
- Never make any promises you may be unable to keep
- Persuasion never killed anyone
- Always emphasise the importance of the subject
- Present your case in a new and interesting way; journalists receive many calls a day, so make yours stand out
- Always thank the journalist for taking your call
- Always be professional
- Never interrupt the conversation
In summary, if you follow the simple rules above, you too can experience the thrill of seeing a story that your efforts made happen in print, or online, and receiving thanks from clients as a result of your efforts is most rewarding and satisfying.