The power of radio...and PR, and the journalist who responds A client was on a national radio station earlier today and within a few hours he had six new bookings. So gratifying to connect clients to the best audiences for them, as well as supplying journalists with the content, or people, who can connect with their audiences. These sorts of 'wins' for clients can come after many many approaches to media that disappear into the black whole of busy journalists and producers. It can be very disheartening in PR, especially when you do the research, know the audience and know that it is a good idea for that journalist to know about this topic... so when do you follow up, and when do you just move on to the next potential space? Many journalists who I have great relationships with, when they reply, say they are only too grateful for the follow up as they had missed it the first time and this is a story they are definitely interested in.....but, when you are approaching someone for the first time, how many times is it okay to email them? I like to think I get the balance right, and while I do sometimes distribute a press release to a group of media, personalised with their name, I mostly send targeted 'pitches' explaining why I thought it would be of interest to THEM, or identifying an aspect of the story or person that makes it a good fit for them. Yes, if you are a journalist and you get an email from me, chances are I have read your last three articles or tuned in to your show (and probably subscribe to that media in order to do so), checked you out on LinkedIn, and really given thought to whether this is something worth emailing you about, so it would be so nice to get a response. I know journalists are inundated with PR approaches, so I try not to take it personally when I get no response. And wow is it great to build relationships with media who know that when they get an email from you, chances are its a good lead to a great story. That is gold. Are you a journalist who ignores PR appraoches, and is it simply because you get too many emails and actually have a job to do, or do you find you get some great leads from PR? I would SO love to know.
For me, its about 50/50. But the 50% who don't crack the nod are those that do not do their homework as you described above, and who insist on spamming registered journos or editors with automated content. In short, the direct mail, one size fits all approach. What I also have noticed over 11 years as a magazine editor is the huge drop in the quality of photos included with pressers. And that is very a very bad mistake for PRs and their clients to make. PS. How many 'working journos' have responded to your question? Seems to be most responders are from the PR industry, so to speak.
Some publications are not keen to work with press releases. It is often seen as free advertising for the company sending the press release. Moreover, that press release is so often put out there by several media houses, flooding the news with the same piece.
At times one gets inundated with the volume of pitches, but there is always those ones who your 'never' ignore as they have a good grasp of your interests. At times you only get to read an email after a reminder ... only to discover its a great lead to another unique angle a week later
I agree with Herman Eloff - building solid relationships with the PR community is very important.
As a journalist, I really value PR relationships. For me, it's a great way to find unique stories and interesting angles.
This is interesting Maryann, and I definitely see similarities to when I pitch companies for design projects. And yes, it’s exhilarating when we get the right mix!
I'm a fellow seasoned PR. Nobody realizes just how difficult this job actually is and the true value of excellent PR
We don't embrace the spray and pray philosophy. Research and call appropriate media editors in advance of news release dispatch. Essential to know your media on personal terms. It's called mutual respect
Mental Fitness & Business Coach | Global Emcee & Speaker | TV & Radio Presenter | The Giraffe of High Performance | Endurance Athlete | Coaching Founders to Stand Tall in Business & Life
6mo🤗 Hey Maryann Shaw, As a Radio Journalist who's got a relationship with you, I've said this time and time again: YOU are one of the few people in the PR industry who actually makes time to build and work on those relationships. 💛 And, in this day and age when so little emphasis is placed on adding value and building relationships, it's just such a stand-out quality of yours, and it says so much about you. I have always admired your work - coming from a Publicity and PR background, and having worked for Virgin, before pivoting to the TV industry, I know how hard the PR industry can be. I also know how hard your job can be. 🙏 But please know how much respect I have for you and what you do, and that I admire you so much. What people don't know is how important those relationships are, so: 🎉 CONGRATULATIONS 🎉 on flying the flag high, and promoting your clients in the best possible way! You are one in a million.