If you’re in the business of sending out media releases, you should carefully read both sides of this argument, then sit back and reflect.
Ask yourself these questions:
- Is my release truly newsworthy? What is actually new? What are the benefits? Have I “sold” these benefits to the reader in the first two pars?
- Have I sent my release to the right outlet? To the right person? Have I included all the contact information that a reporter would require to get back to me easily and at any time?
If you can answer these questions positively, and your story still does not get run, what should you do?
First of all, you should accept gracefully that the media has the right to run – or not to run – anything. And what may get a run one day, won’t see the light of day the next. There is no dark science to this. Often it is simply a matter of space, timing and what else is about.
Don’t give up and don’t scratch them off your contact list.
But should you call or email as a follow-up?
Yes … but first imagine this scenario.
You’re the Foreign Editor of a major metropolitan newspaper, battling to sort through literally a world’s worth of news before deadline.
A copyboy drops a letter addressed to you on your desk. You open it and find a press release all about the latest model of new slim-line venetian blinds. There isn’t even a pause before it hits the bin.
The PR company recorded your name three or four years back when you did a spell in the ad features department. Since then they have made no effort to update their records.
Then three days later, in the middle of processing a running story for your page, the phone rings.
The dipsy PR flack on the end of the line wants to know if you received his release?
Momentarily puzzled, you ask what release? And then you get to hear (again) all about the benefits of slim-line venetians.
You hang up mid-stream with steam pouring out of you ears, but you can’t escape. The phone rings again “Sorry, we seem to have been cut off … switchboards (laughs) … well, if you can’t help me could you please direct me to someone in editorial who can?”
You certainly offer him directions, but they’re not repeatable here.
There are ways to avoid becoming the hopeless flack on the end of the line raising ire and blood pressure.
Did you send the press release to the right person? If not, re-issue it … to the right department this time!
If you decide to do a follow-up, a quick email is the best solution, mainly because your target can choose to read it at a convenient time.
However, if you must ring … again, do your research!
Try to establish when would be the best time. This varies across media outlets but it’s obviously not wise to ring a radio announcer while they are still on air or just before their shift starts; likewise morning newspapers having afternoon and evening deadlines. That quick phone call from you at 5pm just before you knock off could actually be reaching your target at their most time-sensitive part of the day. You’ll probably find a much more responsive listener if you ring at noon.
The interface between media hack and PR flack need not be a battlefield. Journos and individual PRs can develop a good, working relationship. However for this to occur there are rules that the PR side should obey:
1. Only send out media releases that are truly newsworthy. It is your job – not the media outlet’s – to make any subject newsworthy. Sell the story to the media and they will help you sell it to the public. If you have nothing to sell, don’t expect it to get a run.
2. Don’t waste the reporter’s time. Be accurate, concise and provide all the information that they will need.
3. Be contactable – at any time, in any place.
Speak Your Mind