It comes as no surprise that the relationships PR pros build with journalists are of great significance, but communication doesn’t always happen smoothly between these parties. Every experienced PR pro knows the feeling of being ghosted after sending a pitch, but PR pros should not let these things discourage them. Here are 3 tips for working with journalists that are sure to help you develop fruitful relationships:
- Understand the kinds of content journalists find useful
According to a report from Cision, journalists find press releases and news announcements the most useful to receive from PR pros. Other kinds of content that most journalists find useful are original research reports from market data and trend analysis. These kinds of content help journalists generate the stories they need for a successful article. In terms of what is least useful, most journalists noted video clips, guest blog posts, and predictive insights of a potential performance of a story. Of course, individual journalists may have different preferences and methods of generating stories, but it’s a good thing to keep in mind what the majority find the most useful.
- Take time to research the journalists you reach out to
One of the most common pitfalls PR pros make when it comes to reaching out to journalists is they don’t put in the time to understand a journalist’s content and target audience. Keep in mind that many journalists are dealing with tight timelines and receiving an overwhelming amount of messages, so to capture the attention of a journalist, it’s important PR pros do their homework. Show the journalist you are reaching out to that whatever you are pitching to them is relevant to their target audience. After all, the intended target for these stories is the audience, not the journalist.
- Be respectful and have integrity
One of the most annoying things journalists have to deal with is being spammed with irrelevant pitches. Another surefire way to get blacklisted by journalists is by providing false or inaccurate data. In order to develop a good relationship with journalists, PR pros have to make sure they are being respectful and polite. This means responding quickly and proactively, respecting deadlines when they are set, and ensuring the integrity of any data or source. PR pros should always consider what they can do to make journalists’ lives easier, this may involve sending expert sources, or providing short pitches with quick facts.
We hope you found these tips useful on your journey to become a highly successful PR pro. Ultimately it all comes down to understanding what journalists want and need, as well as demonstrating how the relationship can be positive and mutually beneficial. Interested in learning more about PR? Feel free to follow CCG’s social media at xxx and xxx, where we post regular updates on market trends and news, pr insights, and the latest happenings in CCG!