Good PR Be-Haviour

Published by - 12/11/2014

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!

  1. Be useful. Don’t bother trying for coverage of non-descript stories. You don’t want to be known as a time waster!
  2. Be topical. Ride the wave of what else is in the news.
  3. Be available. Provide your contact details and always respond promptly.
  4. Be savvy. Take the trouble to understand that different media have different priorities, interests and ways of working – deadlines, for example.
  5. Be proactive. If you really want to build relationships, buy a few lunches for key journalists and find out what they’re interested in.
  6. Be human. People are interested in people. Often the best stories come from your workforce.
  7. 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.
  8. Be persistent. Not every news release will lead to coverage. Don’t be discouraged from trying again with something different.
  9. Be creative. The media like stories which are quirky or unusual.
  10. 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!