Can a journalist comfortably hang out with PRs ?
Our in house writer and working tech journalist Sandra Vogel explains how it works for her…
There are some who say journalists and PRs are chalk and cheese. They want different things, they see the world in different ways, and it is impossible to work in both camps.
But that’s not true. It is possible to be a freelance journalists who also works with PRs.There can be significant benefits to working in both camps.
PR Pro, Debbie Smith looks at how to ‘ride’ a current news story to raise your client’s profile…
When you choose to work in B2B technology PR, most of your career is spent pitching to trade press and freelance journalists who specialise in the same area. Unless you’re working for a megabrand such as Microsoft or IBM, you’re not going to have many opportunities to pitch to the national press.
OK, let’s rephrase that – nothing’s stopping you pitching to them, but you’re unlikely to get much response unless your client’s invented a computer processor that isn’t based on silicon or found a solution to climate change. However, there’s a useful tool to add to your PR kit bag: link your story to something that’s already making the headlines, and your client suddenly becomes relevant to mainstream media.Critical to success are speed and relevance. The link has to be genuine, and you need to act fast. If you’ve spotted the link, you can be sure that another PR will have done so too. But if you get it right, you open up a whole new conversation for your client. Here’s how we made it work for Comms Crowd client, Elliptic.
Elliptic specialises in security and analytics for the blockchain. The firm was the founding member of the UK Digital Currency Association (UKDCA), and in this role provided input to a Government consultation on digital currencies. Earlier this year we thought the results of that consultation might be announced as part of the Budget a couple of days’ hence. This was an ideal opportunity to link Elliptic to a topic which would be given extensive coverage in the print media and online as journalists analysed every last detail of the Chancellor’s speech – assuming of course that digital currencies were included.
So we wrote a short alert to let key media know about the potential announcement and outline why Elliptic could provide expert comment. The following day we listened carefully to the Chancellor’s Budget speech – but no mention of digital currency. However, an online search led to the supporting papers for the Budget and there it was – the Government’s recommendations on how it proposed to make the UK a world leader in digital currency. We quickly followed up with our key media, providing a link to the announcement and offering comment.
The results exceeded all our expectations – interviews with the FT and the Guardian and several requests for written comment, resulting in 15 items of coverage including City AM, the Independent and the Wall Street Journal. Our client was delighted and so were we.
Opportunities like this don’t come around very often. It’s important to be aware of what’s making the headlines, think creatively and look for new and unusual ways in which you can link your client to a story. It may be straightforward, such as when a former colleague was working on a campaign against workplace bullying for a leading trade union and bullying in the Celebrity Big Brother house hit the headlines. A few media calls later and the client was on Sky News explaining what an individual should do if he or she was being bullied. But even if it’s a more tangential link, remember that journalists have pages to fill every day and may be looking for a different angle to keep the story alive. Why shouldn’t you be the one to provide it?
To phone or email? That is the dilemma. Our junior Hiwot Wolde-Senbet shares her learning experiences on pitching journalists.
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 if you don’t generate coverage for your clients, it is pointless.
Having spent the best part of a year agency hopping, I have had to do my fair share of pitching, using phone and email. Therefore I have learnt that every agency has its own attitude towards phone pitching. Some ask for phone pitching experience and put a massive emphasis on one’s ability to pick up the phone and sell in. On the other hand, others, particularly those with journalism experience understand the pressure journalists face and wouldn’t dream of bombarding them with calls. And then there is me. I dread the silence you get from email pitches!
At the beginning of my career, as an intern, I spent hours after hours calling journalists, who I didn’t know from four pages of media lists, downloaded from Gorkana. Believe me, I am surprised how this experience hasn’t left me scarred for life, particularly when the phone is picked up by a weary and aggressive journalist. The whole process often made my heart race.
However, once in a while, there was ‘the match’, that resulted in a decent coverage making the whole experience bearable.
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, so selling in doesn’t feel like cold calling – but 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, I learned to be careful who I am calling, I had more success in placing an article if I knew the journalist and had researched and learnedall about the journalist than just hoping for the best.
So who and when do you call?
Taking my own experience and other PR pros that contributed to Sam’s debate on CIPR’s LinkedIn group discussion, I have compiled some steps that can help you establish that ‘phone relationship’ with your journalist.
- Understand journalists are always on a deadline and get to know their deadline. Better yet, plan in advance and look at 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 with staying on track!
- Be polite! Ask if they have time to talk to you and keep it brief, just enough for you to be able to gage their interest. If they show interest, you can follow up if not, be respectful and don’t bother them again.
- Never ever waffle! I learned this the hard way! Know your story, and exactly what you want to say and why you are calling them and not other journalist.
- Have an email pitch ready to send as soon as you come off the phone. Email will always fill in the details you missed out.
Having said that, it is important to know everyone is different and should be treated accordingly so keep notes and follow through.
PR junior Hiwot Wolde-Senbet shares her learning experiences on managing social media channels in B2B.
Most of us in this game know how to use the main social media platforms; along with some measurement tools such as Sprout and Hootsuit. If your target audience is the average Joe and you are doing social media for B2C, you can share something a bit witty with a fairly attractive photo of your favorite product to generate likes and build up your followers.Growing up as a part of the social media generation, I have seen many of my PR and marketing counterparts adopt different practices. And of course, some are better than others and some are simply laughable. We all know those that send out mass messages to their families and friends on Facebook asking them to like and follow a certain company. Sure, it could work if your company sells milkshake that appeals to everyone. However, in B2B, your friend’s aunt that works at Asda isn’t really going to help you spread the word about the merits of enterprise wide trading systems. In B2B you must know your audience and really understand their issues.
However, I’ve learned that you have to work that bit harder with social media management in B2B. You have to demonstrate understanding of your market and its needs and most importantly – interact with your niche.
Your objectives in B2B must go beyond creating a buzz for your business and need to work towards creating a platform that is credible and attracts the power brokers and the influencers. It is also important to remember, social media is more than a communication platform; it is part of your marketing, PR, customer services, business development and sales. Therefore, managing it in a way that reaches the right people and shares appropriate insights is vital.
Since clients have to find you relevant and interesting to follow and engage, here’s some tips that I have picked up along the way to make sure your social media comms don’t sound like a broken record but resonates with those that will affect your business’s performance.
- Clear messaging: Identify and clarify what you want to say about your company and how you want to say it. This can help promote the services or the products you provide along with your company’s values and mission.
- A targeted audience: Know who your industry’s leaders are, who your current and potential clients are, anybody who is anybody in your industry that is relevant to you and ensure you connect with them.
- Relevant talking points: Identify issues, trends and regulations that impact your audience’s business and share relevant news.
- Platform consistency: Ensure your platforms are up to date and consistent.
- Listen as well as talk: They say the best way to lead is to listen more and talk less, so tune into what your followers are discussing and participate when relevant.
Subsequently, you need to put some performance measurements in place, regularly track your progress and re-evaluate. By following the steps above, you are on a road to growing your B2B social media platforms in an organic and sustainable way and ensuring ROI.
Just so happy to be doing transatlantic PR again, here’s a post from our US PR partner, Lorraine Russell on why it’s not easy securing the US column inches.
It doesn’t matter where in the world you want PR coverage, you will find the journalists you need are a busy lot. Their publications are under competitive attack, staff have been cut, acquisitions and closures are commonplace, everyone is doing more with less and covering more areas and, well, it all sounds rather familiar doesn’t it?
Journalists and their organizations face many of the same issues you do in your business. And just like any busy company expert, journalists want only the most insightful and relevant information and sources to ensure they do the best job possible. That makes getting their attention, building a relationship and winning their trust all the more challenging and important.
The U.S. journalistic landscape is similar to the UK although larger. According to Pew Research’s “State of the News Media 2014” report there are 38,000 full time journalists employed within the traditional U.S. newspaper industry alone (not to mention TV, magazines, etc.). Comparatively, the European Journalism Centre reports similar full time newspaper journalists in the UK. Digital native sites are growing on both sides of the pond, yet still employ only a small numbers with about 5,000 full-time U.S.-based editorial jobs at nearly 500 digital news outlets.
Whether traditional or digital, one big difference is ownership. Certainly there are U.S. conglomerate owners, however the UK newspaper market is generally far more nationalistic with fewer owners.
What does all this mean to you? Obviously you aren’t after every US journalist. You want only a logical niche of decision makers to notice your new product/service or entry into the market. As you should. But that doesn’t necessarily make it easier.
Here’s why. Think about your competition. How many companies will you compete with in the U.S.? 10? 20? 50? More? How many of your European competitors are also entering or active in the U.S.? How many non-industry companies are nipping at your heels trying to steal the same potential customers?
Each of those and all the ones not yet identified are engaging PR to contact the same journalist you want. Whilst there are about 50,000 PR professionals in the UK, there are nearly 230,000 PR professionals in the U.S. Talk about competition!
Now think back to that busy journalist looking for someone to validate or negate the premise of an article (yes that has a lot to do with it). The journalist must be accurate. And the editor and the publisher need them to have a differentiated story than the other media outlets in their niche. After all, eyes on their story and their publication translate into revenue for survival.
So, who does the journo turn to? Someone they know will deliver. And yes, despite journalistic outcry, the line is blurring between editorial coverage and those who do or could buy advertising or sponsorships. Remember how different the ownership of US media outlets is compared to the UK? That can increase in importance when those paid and earned media lines blur.
So the number 1 reason it is trickier to get your story told by a U.S. journalist is pure and simple -competition.
And #2? Your story absolutely must be relevant to the U.S. reader/viewer. It is not enough to believe your product/service is right for them. It means understanding U.S. centric issues and trends – not just of your potential customers, but of the journalist as well.
Your chances will significantly improve if you can produce a U.S. customer. Some journos won’t talk to “vendors” without one. If you don’t have a U.S.-specific example, the challenge for coverage is even greater. Not impossible, but challenging. It is very likely you will share the story with one of those U.S. competitors you identified.
But it’s not all doom and gloom. Truly, it’s not. You just need the experienced insight of localized PR. That’s the same in any country. A world view is quite important strategically but localized insight is invaluable.
As for the U.S., remember those growing digital outlets? Turns out, whilst mainstream U.S. media are sharply decreasing their global coverage, digital is on a quest to include more global coverage. And that spells opportunity! Plan your strategy wisely. This is the perfect time to think global and act local.
If your’re a software compnay thinking of doing PR, this one is for you:
Sam Howard advises on how tech companies can give better interviews.
Media training – that’s a terrible phrase isn’t it? Makes you think of all those awful politicians that enunciate every syllable emphatically, use all their fingers to underline each phrase and talk at you as if you were Jeremy Paxman. So let’s not go there. But there is still much you can do to make sure your conversations with journalists go well. Key, is to remember the journalist has very little time to create a very good story, and it’s your job to help them with that.
Some sensible tips for sensible interviews:
1) The Press as a whole are more concerned with business arguments than technology methodologies so the WHY needs to be answered way before the HOW and this is where many tech companies need to lift up their heads. The WHO is pretty interesting too, so whatever you do, don’t tone down your colourful characters.
2) The old truism,’ no-one is that interested in you’ is – erm – true. They are interested in issues though, so if you can help solve them, then that’s the angle to go in on.
3) Journalists are very busy people, so PLEASE get to the point. Work out how your issue-based messages can be delivered top down, so if you’ve struck a chord you can drill down with more insight or leave it as a one liner if it gets no traction.
4) It sounds obvious, but actively listen to the question and genuinely try to answer it.You need to answer questions as best you can and weave in your messaging where appropriate and leave it out where it isn’t. It’s critical to be seen as someone who understands the market and how it ticks. This is more important than getting all your messages across in each and every interview, euch! You may manage it the first time, but I doubt if anyone will want to talk to you a second time. However if you can establish yourself as a credible and trusted source, then the journalist is more likely to make time to talk to you when you do have relevant news.
5) The journalist is looking to create a compelling story from a mixture of background information, intelligent argument and quotes, so if you want to be quoted you need to have a view and be incisive; otherwise you find most of your effort gets swallowed up in unattributed body copy or as background information. Answers can be your own thoughts based on experience or theory, statistically or anecdotally-based or ideally a mixture of the lot.
6) Spokespeople should be reading a weekly digest of relevant hot stories, remember head up!
7) It should go without saying but follow the publication and the journalists you are hoping to meet, so you can assess what messaging will resonate best for that particular journalist.
8) Be courteous, Allow time for the journalist to finish their note taking and prepare their next question, do not dictate or just talk into the silence. Offer sustenance, and DO NOT look at your phones.
9) Remember this is a two way conversation, ask what the journalist is seeing and hearing in the market and future story ideas he is working on.
10) Every interview is different but you should be able to answer the following fundamental questions:
. In these cash strapped times, where are your customers spending their IT budget in your sector?
. What are the drivers behind this (i.e. sticks and carrots)?
. So where do you fit in?
. Other companies do what you do why are you better?
. What tech Holy Grail are you customers chasing right now?
. What’s preventing organisations from achieving it?
. What are the key trends in your technology sector right now?
. What’s your sector going to look like in five years’ time?
You can download these tips in a handy pdf if you like to keep on your desk and front of mind.
Sam Howard wonders do we really need tech PRs?
A recent survey by Careers Cast suggested that the life of a PR was second only to being a pilot in terms of stress.
“It’s not rocket science!” blasted journos all over twitter.
Very true, but PR can be a trite fraught on occasion. To illustrate my point lets imagine a world where there were no PRs, because everyone in The World of Tech was just so good at connecting and communicating…
Once upon a time, there was an incredibly enthusiastic and irrepressible young journalist, to him the glass was always half full, not that he was much of a drinker, mind! One day he had to catch a bus into the village to buy more type writer ribbon. He planned to use this time on the bus to fact and spell check his work before submitting it to his editor. “You are such a perfectionist!” The wise, old gentleman would kindly chide him, whenever he handed in his copy just a little late.
In the next village there lived the most charming and charismatic inventor you could ever hope to meet. She also had to catch the bus to visit the local ironmonger, who she had commissioned to make some more phalangees, a critical component in her latest invention.
Well, it must have been fate, for on that day, these two jovial people just happened to sit next to each other. Both of them being out-going types, in possession of exceptional social skills, they soon fell into a happy rapport. In no time at all the earnest inventor was telling the curious journalist all about phalangees and their properties in an extraordinarily level of detail. The journalist had all the time in the world to listen to the long list of features that each permutation of phalangees delivered; indeed he was gripped. Having both missed their stops, they were now walking companionably back into the village together and the journalist used his psychic skills to ascertain the unique business benefits that phalangee-based engineering could deliver to his readers.
And so with a great shout of excitement the journalist stopped in the lane and cried, “I believe this to be the singularly most important technological discovery of our time! And even though my beat is actually musical theatre, I’m sure my editor will give me the cover story to tell the world all about it.”
Well, the inventor was somewhat overcome and demurred, “Golly that’s terribly decent of you, but do you think you might wait a while before you write anything as I now realise I’m not quite geared up for discovery just yet?”
The journalist nodded solemnly, and true to his word the story was published quite some time later, once the inventor had taken her suit to the cleaners, decided on her company logo and got the phalangee-based product range to stop blowing up.
Within hours of that one story breaking, everybody was talking about it, and, Ashton Kutcher, Lady Gaga, Kanye West and Stephen Fry were all begging to be among the first to beta test it and the company share price shot up and overnight the inventor became a multi-millionaire.
As for the journalist, he was ever after regarded as a technology guru whose wise words would forever be commissioned throughout the land. And they all lived largely ever after…
Yeah, like that happens all the time!
If it did there might be no need for PRs to help companies articulate their offering in a coherent way that delivered compelling copy to the media. But it very rarely does and and making it so is sometimes a thankless task. But the second most stressful career?
OK if it wasn’t for us PRs the wheels of commerce might have to travel a road more pot holed, but no, it’s not rocket science, nor is it like flying a plane, or being a nurse, a fire fighter, a policeman, a prison warder, a teacher, a carer, or even a journalist…All jobs have a level of stress associated with them and in PR I think we might secretly like it, it’s nice to be needed.