PRs can learn a lot about effective media relations simply by paying attention to what journalists say on social media.
Most weeks, I come across examples of journalists venting online about their interactions with PRs. Usually, they’re calling out the tactics that frustrate them, which is gold dust if you want to learn what works and what doesn’t in media relations.
Here’s a quick round-up of three media relations takeaways based on PR fails that journalists have complained about on LinkedIn over the last month,
1) Don’t pitch your client for interviews unless they can deliver
In this post Glyn editor at Retail Insider explains how he’s been messed around numerous times by PRs who set uo interviews with clients who then fail to show up (in person, virtually or even for email interviews). Editorial teams have been shrinking and are under growing pressure to get stories out the door. Don’t pitch clients for interviews speculatively without making sure your interviewee is really up for doing it.
2) Don’t pitch unsolicited opinion articles
This next one is from Alex Scroxton, security editor at Computer Weekly. As you can see, his gripe is about PRs sending him pre-written opinion or comment articles without contacting him in advance.
In SEO link-building, it’s common practice to write the article first and then send it to multiple bloggers to see if some of them will accept it. But this approach isn’t going to work for PRs pitching top-tier publications like Computer Weekly.
The best approach is to send a brief synopsis first and give the editor a chance to say whether he/she is interested. This also gives them a chance to provide feedback on the style, tone, word count and any other specific requirements the publication might have.
3) Know when it’s time to stop pitching
Below is a post from Allison Carter, editor-in-chief of PR Daily. She’s complaining about a PR who keeps pitching her multiple stories on a loop – to the point where she’s so sick of it that she’s asked to be removed from the distribution list.
It’s true; persistence does often pay off in PR. I can recall a number of times when a journalist ignored or did not see my first pitch but then accepted my story on the second or third email. But after drawing a blank a few times, you have to know when to stop. Hounding a journo will ultimately result in your getting blocked.
For more PR tips, check out the CloudNine PR blog or advice articles.