By Joanne L. Harris, freelance journalist and PR professional
As a PR/marketing consultant and as a journalist, I am afforded the opportunity to understand the needs of both sides of the fence.
As a journalist, I write about a wide array of subjects for newspapers and magazines. In any given month, I can write about careers, spa treatments, equestrian, health and wellness, education, hospitality or real estate. When I need resources outside of my area, I rely on ProfNet to post queries.
In today’s ultra-competitive market for editorial content, though, there appears to be a new generation of PR professionals who are completely missing the boat when they respond to journalists’ queries. When they miss that boat, they not only lose the opportunity to make their clients shine, but they also leave a poor impression of their agency (even in some of the country’s most prominent agencies).
So, in an effort to make life better for both sides, I’ve compiled a list of the top 5 Don’ts and Dos — yes, in that order — to help you succeed in getting your clients into our stories.
The Top 5 Don’ts:
1. If the query asks you to pitch us, don’t simply “instruct†us to call your client or to go to their Web site without a pitch. Tell us why we should want to include them in our story.
2. Along the same lines, don’t simply cut and paste information from a Web site. Often, it doesn’t address the specifics of our story, and we’re not going to research it when a dozen other practitioners are feeding us exactly what we want.
3. Don’t pitch what doesn’t fit. It won’t get you in the story, nor will it endear you to us.
4. Don’t ask for the “drop-dead deadline.†The deadline is in the query. Freelance journalists are normally paid by the project. The sooner we complete the story, the sooner we can accept new projects.
5. Don’t add journalists’ names to your e-mail blasts without permission. Not only is it against ProfNet’s member rules, but many journalists find it unprofessional. Remember, the art of media relations is about permission marketing.
The Top 5 Dos:
1. Do respond to the query before the deadline to increase your client’s chances of inclusion in a story.
2. Do ask questions if, for any reason, the query isn’t clear to you.
3. Whenever possible, do offer to have your client call us. Freelance journalists aren’t normally reimbursed for phone calls, and we’ll love you for this one!
4. Do stay on top of your game. The key word in public relations is the word “relations.†When you build relationships with the media for your clients, it reflects well on both you and your client. Always be the consummate professional.
5. Do follow up to ensure we made the connection with your client. Sometimes it’s the clients who drop the ball, and we’re delighted to have great PR professionals like you who make things happen.
My favorite PR pros are the ones who do what it takes to make my job easier. They set up the interview, instead of letting me spend days tracking down their client. They provide photos in a timely manner, follow up to ensure the interview went well, and offer to support my every need. These are the people who make it to my contact list, the ones I’ll call for similar articles down the road, even before I post my next query.