08th Apr 2014 by

10 Yetis Insight Blog - Top 10 Tips for Good Journalist Relationships

Every PR professional worth their salt knows that central to their worth, and the success of any public relations campaign, is the relationships they have with key journalists. Not only does a good working relationship aid in the tricky tightrope walk to the inbox, bypassing the junk mail folder and hopefully dodging automatic banishment to deleted items, it also helps convert chaser ring rounds, dreaded by both journos and PRs, into chatty check-ins and means your name is top of the pile for any journo requests. Forget the hashtag social media search, you’ll be the go-to person who they will call first and foremost, far before the twitterati get their claws into the opportunity.

Although these relationships can’t be governed by a count-by-numbers formula, here are our top ten tips to building – and maintaining – those sought-after relationships which open the golden gateway to media acclaim, according to the 10 Yetis team.

1. Don’t act like you are their best mate
Public Relations
If you’ve never spoken to a journalist before, don’t start a conversation with ‘hey, how was your weekend?’ They don’t want to talk to you about their weekend. You are a stranger. It’s like when someone calls a waitress by her first name because they read it on her name badge. Don’t be that person.

2. Aim for the target
Public Relations
Be sensible. Don’t send a press release about a new sex toy to the financial editor of the Times. Make sure you check and check again through your media list before you hit send, so that your press release goes only to the people that will be interested to receive it. In spite of what many PRs believe, quality wins over quantity when it comes to media databases. You will double the pick up if you halve your list according to who will actually want to read it.

3. Take the personal approach
Public Relations
‘Dear All’ – No. ‘To whom it may concern’ – No. Mail merge is not a new thing people, use it! And yes, a journalist will likely see through it immediately, but the thought is still there and it shows you have made the effort to address them individually. For key contacts, take this further by sending individual targeted emails and explaining to the journo exactly why and where your press release would be of interest. For example, if you have a press release outlining men’s grooming habits, pitch it to the editors and journos working on key men’s magazines and tell them exactly where you see it on their websites or print pages and why you think it could be worth a feature.

4. Check in regularly
Public Relations
Keep in touch with key journalists regularly to find out if they have any relevant features coming up or any other opportunities which you could assist with. Many will have editorial calendars, so it’s a good idea to keep an eye on them, but nothing beats calling in to find out that there’s the perfect gap that needs filling and your client or story is exactly what they want. Win win!

5. Give them face time
Ppublic Relations
There are so many channels in which you can connect and maintain your relationships with journalists, with email, phone, conference meetings, and social media just a few. The one that can never be beaten is face-to-face. Set aside some quality time for wining and dining to keep your contacts close to your chest.

6. Don’t piss them off
Ppublic Relations
Sometimes you are going to have to chase on a press release they aren’t interested in and sometimes you will ring at the wrong moment. On these occasions, take no for an answer. Call back later if they are busy and don’t babble long spiels down the phone at them if they clearly just want to get off the line. Bombarding them with calls and emails is going to piss them off. If they don’t want to use something, move on to the next.

7. Don’t play hard to get

Don’t pretend that you or your client is too cool for school. Answer your phone, be thankful for coverage and provide the information that the journalist wants. If a journalist gets voicemail too many times, they will look elsewhere. Nine times out of ten, your story can be replaced in a heartbeat, so in the words of Queen Bey: don’t get to thinkin’ you’re irreplaceable.

8. Be realistic about turnarounds
Public Relations
In the media world, deadlines are everything. News is available 24/7, at the click of a mouse or tap of a keyboard. Stories move faster than ever. When a journalist agrees to feature something and sets you a deadline, be prepared to step up or step out. If you can’t get your client to sign the piece off in time, be upfront from the get go – or at least as soon as you realise this is not going to happen. Tell them the truth about your expectations and be compliant with theirs. If a PR runs late and a journalist is still tapping their fingernails at the 11th hour, there is a high blacklist risk for the next feature that comes around.

9. Manners cost nothing
Public Relations
Just like your momma taught you, you need to remember your p’s and q’s to build and maintain a successful relationship. When you get good PR coverage, fire off a quick follow up note to say thank you. If you are nice to work with, journalists will want to work with you. On the other hand, when times are hard and you are let down, be prepared to bite your tongue. Ranting at a journalist is never going to get you anywhere, so swallow your frustrations and be polite. You can swear all you like once the phone is safely back down in the receiver.

10. Make life easy
Public Relations
Don’t expect a journalist to do the work. If you want to get your client covered, provide them with everything they need. Package up images, copy and links all in one swift email and a journalist will love you because it’s all there for them. Make things complicated too many times with half stories, revisions, missing or incorrect information and they will soon get sick of you.

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