Public relations and journalism go hand in hand – that is if both sides understand where the other is coming from. A good PR agency will have solid relationships with key journalists and editors and will understand their publications, inside out. But what are journalists really looking for in PR professionals? Here are some pointers on what content works best for journalists and why.
PR is all about reputation and building trust with your key audiences. With over 20 years in the foodservice industry, I am fortunate enough to have built up an impressive contacts book of journalists and editors – particularly with the industry’s leading trade publications and the teams working across these titles. These relationships are valuable and more often than not, long term.
Being well connected has allowed me to really understand each editor’s needs. Having the skills set and capacity to be able to write in different styles for different needs allows us, as a PR agency, to deliver the best results when it comes to content, brand exposure and driving sales.
Ultimately, though, it’s about knowing how to provide value to journalists through quality content. Here’s how.
It’s all in the pitch
When pitching, whether that be via email or on the phone, keeping it short and sweet is key. Journalists are busy people and may well be put off with lengthy emails or conversations. Bullet points are always a good way to put information at the top. When sending an email we, as experienced PR professionals, always get straight to the point and ensure that we attach a high quality image where possible. That way, journalists have all of
the information they need, rather than spending time chasing us.
The basics
Journalists want the facts, and as many as they can. So starting with the basics – what, where, when, why and how, is fundamental. They also want to find this information as quickly as possible, therefore placing this content at the top of the press release, for instance, can help journalists save time. It also gives them confidence in our content.
It’s all in the detail
Journalists like it when PR’s make their lives easier, therefore content needs to be perfect – first time and every time. Facts must be checked, and double checked and spelling and grammar must be on point. As an agency, we pride ourselves on providing journalists with high quality content that shines. We believe that it’s the small details that can make a huge difference.
Time is of the essence
Journalists are always racing against the clock in terms of deadlines, therefore providing content ‘on time’ is essential. If you miss editorial deadlines, this could affect whether the content even makes the cut. At Proactive, we are hot on meeting deadlines and have a reputation for always delivering content on time, if not before.
Variety of content
Giving journalists the freedom to use content how they want to, in whichever publication they are writing for is so important. Therefore the ability to be able to create different styles of content for different needs is key. At Proactive we like to offer journalists a good mix of our PR toolkit – everything from press releases, features, events and interviews, right through to newsletters, testimonials, insight and sampling opportunities.
Being creative
Finally, being creative with content and having fun with it is what will make it stand out. The last thing journalists want is boring, bland content. Providing engaging content will attract and keep their attention. As an agency, we are all about creating factual, colourful content – delivered with a level of professionalism and passion. After all, being creative is what makes us tick.