PR the big question do you phone or email journalists?
Time to read: 2 minutes
To phone or email journalists? That is the dilemma. Here, our team shares its experience.
Hi is that the City desk? I have a lovely story about a new tractor that can be driven by a sheep dog…
When you work in public relations, your relationship with the media is crucial to your performance. You can be as creative as you like, but it’s pointless if you don’t generate coverage for your clients.
Having spent many years at various agencies, our team has had to do its fair share of pitching using phone and email. One key lesson is that every agency has its own attitude towards phone pitching.
The role of experience
Some ask for phone pitching experience and emphasise one’s ability to pick up the phone and sell a story. Others, particularly those with journalism experience understand the pressure journalists face and wouldn’t dream of bombarding them with calls. And then there is the individual’s preference – some prefer to get everything detailed via email, while others dread the silence you get from email pitches!
One of our team recalls working as an intern and phoning journalists from four pages of media lists downloaded from Gorkana. She sometimes wonders how this experience hasn’t left her scarred for life, mainly when a weary and aggressive journalist picked up the phone! However, occasionally, there was ‘the match’ that resulted in decent coverage, making the whole experience bearable.
The fintech approach to phone and email
Specialising in fintech PR, we talk to the same people all the time, and that gives us the advantage of knowing the stories they are interested in. It means selling in doesn’t feel like cold calling – but an exchange of services. However, even within this niche sector, most journalists claim they don’t want to be bothered on the phone.
Taking that on board, we know to be careful with who we are calling, there is more success to be had in placing an article when you know the journalist and have researched and learned all about them, than just hoping for the best.
So, who do you call and when?
Taking our experience and other PR pros who contributed to Sam’s debate on CIPR’s LinkedIn group discussion, here are some steps to help you establish that ‘phone relationship’ with your journalist.
Understand journalists are always on a deadline
Get to know their deadline. Better yet, plan and review their editorial calendar for the year ahead.
What is your story?
Does it match their criteria? Nothing annoys journalists more than PRs that pitch the wrong stories. Preparing a few points in advance helps you stay on track!
Be polite!
Ask if they have time to talk to you and keep it brief, just enough for you to gauge their interest. If they show interest, you can follow up. If not, be respectful and don’t bother them again.
Never waffle!
A hard learnt lesson! Know your story, precisely what you want to say, and why you are calling them and not another journalist.
Have an email pitch ready to send
And have it ready as soon as you come off the phone. Email will always fill in the details you missed out.
Having said that, it’s important to know everyone is different and should be treated accordingly, so keep notes and follow through.
