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.
What’s it like being a freelance PR when you’ve only got a few years’ experience under your belt? Our first freeelance account exec, Hiwot Wolde-Senbet, weighs in on the perils and perks.
Freelancing was the last thing I thought I would be doing at this early stage in my career. But, as a natural risk taker, this opportunity came with perks that I could have only dreamed of, so I grabbed it without hesitation.I figured, I had participated in enough weekly meetings; done a few new business brainstorming and planning sessions; pitched in plenty of stories; not to forget the never ending reporting; to give me a rounded view of the PR life. But let’s face it, I may have spent a few years as a junior in a few agencies, but there aren’t enough clippings in all the world to prepare me to fly on my own.
This is why being a part of The Comms Crowd works for me, as it’s made up of senior freelance PR and marcomms people, with loads of experience. So I get to work on what I really enjoy while they shoulder the responsibility, they even look after my training and devlopment too. And just because I’m the ‘junior’ doesn’t mean I get to miss the hunt, in fact, in less than three months of being a part of The Crowd, I found myself sitting in front of a possible client sharing my ‘out of the box’ thinking – way out of the typical junior’s comfort zone. As Sam says, “Well… you’re a freelancer now, no one to hide behind, so get on with it.” So you do just that and learn from your experience.
As a freelancer, I get to work from home so, I make my own hours. It sounds fantastic right? You would assume so when you are on the ‘nine to five‘ schedule and wish you could skip the rush hour. But freelancing comes with its own set of issues, not least isolation, turns out you really miss the mini chit chats and light hearted banter that gets your day going in an office.
And there are times when life as a junior freelancer can make you feel like pulling your hair out (the occasional side effect to Excel drama). And you really miss the days that you used to ask your colleagues to help you with those unsolvable IT problems (which you probably took an hour to deal with) and then they come and sort you out in a click, leaving you feeling inept but ready to roll. When you are a freelancer, your time is money and just that fact alone makes you become very aware and conscious of your time. So you can’t afford to spend an hour on some stupid Excel issue, yet you have no choice. Not having a colleague that sits next to you means are a bit at the mercy of email response and there are the inevitable, albeit occasional, misunderstandings that you get from working remotely. So everyone really has to work at overcoming the ‘cloud barriers’, but we’re getting there.
But then the niggles just melt away, when you look through your window and see that it is sunny and bright outside. It feels like it’s calling you to come and enjoy it, feel the sun touch your skin. Living in London, I already know sunny days don’t come by often, so I pick up my sunglasses and iPad and move to the café nearby with an outdoor space. I get my to-go cappuccino and lay on the grass to draft an artcicle. That’s when I realise that I am living the dream I never had, as a real life Carrie Bradshaw from Sex and The City. Except I don’t do my research in nightclubs.
When you live and work in the same place, life can truly get tangled up. Becoming a freelancer will really test and challenge your organisational skills. However, with clear objectives, support and training; the cloud-based agency model can help you release your inner Carrie and achieve a fair work life balance. Until then, be prepared to, learn fast and be out of your comfort zone.