The truth about press coverage – 2

Become the journalists’ friend

Respond fast.

If a journalist says they need something now, they probably mean it.

Which is why PRs must understand how the press works.

A good PR is welcomed by a journalist. They understand each other, and understand that they each have a job to do.

Press day is a great big rush, and planning is important too – when schedules are drawn up, people prepare for them. However long the lead time is – and on magazines it is months – there is still the last minute rush for something. Facts need checking, captions need to be written, pictures need to be found, story updates done as things develop.

A good PR will know this, and be as up to scratch as someone editorial on a publication. They will have prepared the ground by sending information well within lead times, sweetening it with a jolly event or invitation for a feature if this works time wise, or by sending a product for the writer to try out. They will have introduced themselves – this goes without saying, doesn’t it? – on the telephone, and in person if possible. And they will then stop phoning until they have something to say.

Sometimes just be friendly. Recently we invited some journalists we have got to know to a lunch that was selling nothing at all. We wanted to thank them for mentioning our clients when they had, and to have a jolly time. Everyone came, and everyone enjoyed themselves. They didn’t feel pressurised, and although there is no such thing as a completely free lunch, we made sure that it was as free as possible at that time.

A good time was had by all, as we PRs hope always to be able to say!

The truth about press coverage – 1

How do you get press coverage? And why should you pay people to get it for you instead of doing it yourself?

Well, it takes time and effort and imagination. That’s the main reason. And it helps to have done it before.

Good press coverage comes from making sure journalists know to come to you for the information and help they need, and know too that you are not going to be nagging them or getting in the way on press day. Noel Coward said that actors need to know their lines and not bump into the furniture.

That’s rather what PRs need to do too. They have to know that journalists are just people with a job to do. And that there is a symbiotic relationship to be developed here. Everybody needs everyone.

Journalists need to write articles to fill the pages or the airwaves of their medium.

Freelancers need to sell ideas to editors, editors need to commission pieces they have been presented with or have thought up themselves.

If you have a product, an event, a charity, whatever that you want written about, you have to make it appealing to attract attention.

And everything needs a hook to hang it on. It is worth remembering:

worthy is worthy but it aint news

and

just because it is close to your heart,
why on earth should it be close to anyone else’s?

Well, why should it?

That’s where you come in.

PRs need to send information, to the right people, in plenty of time, and follow it up with a phone call. Better still, they should spot an opportunity to link their client’s product with something that the newspaper/magazine/TV/radio will want to feature.

They should know who they are sending it to, having made it their business to introduce themselves, even before they have something to tell them.

If it’s an invitation, it’s a good idea to phone or e-mail and tell the recipient that they are about to be invited to something, and then, nearer the time, and after they have had the invitation for a while, ring and check if they can come.

More later – to give you time to read and absorb!