Good PR Be-Haviour
The other day, someone asked for some tips on how to build relationships with the press to gain useful media coverage. We’re happy to oblige!
- Be useful. Don’t bother trying for coverage of non-descript stories. You don’t want to be known as a time waster!
- Be topical. Ride the wave of what else is in the news.
- Be available. Provide your contact details and always respond promptly.
- Be savvy. Take the trouble to understand that different media have different priorities, interests and ways of working – deadlines, for example.
- Be proactive. If you really want to build relationships, buy a few lunches for key journalists and find out what they’re interested in.
- Be human. People are interested in people. Often the best stories come from your workforce.
- Be joined up. Make sure your PR and marketing are working together to say the right things about your brand. It is easy to get this wrong.
- Be persistent. Not every news release will lead to coverage. Don’t be discouraged from trying again with something different.
- Be creative. The media like stories which are quirky or unusual.
- Be thorough. Compile a list of useful media contacts, keep it up to date and use it to stay on their radar.
Finally – don’t rule out getting a bit of specialist help to get you started. Arch Communications runs workshops on how to build a PR plan and write a decent press release, so that you can be more confident in your dealings with the media. Good luck!