One of the oldest and most respected forms of marketing, print PR is still a powerful way of promoting yourself to a wide, engaged audience. As publications have changed, journalists have adapted to new ways of working - often freelance - rather than for one specific title only. It’s important to know how, when and where to communicate with them in order to see results.
How:
Contact information for journalists is notoriously tricky to locate. It’s often not as simple as checking a masthead or the online directory of their publication website. Twitter is a great place to start as it’s used frequently by journalists and they often link their personal website in their bio.
When:
Only reach out when you have something to say. Journalists receive thousands of emails and if you’re only messaging to say who you are and ‘keep me in mind when something comes up’ then you needn’t bother at this stage. Your email will likely be filed away and forgotten about.
You need to bring an angle. How would your brand, what you are doing or what you have to say fit into a wider feature? Think about strong facts, figures and comments you could supply that could easily become an element of a bigger story.
Where:
Email is generally better than phoning. Build your relationship first so that when you drop them a call, they know who you are.
It’s important to be genuine. Authentic relationships in the world of PR is what creates value for both parties as well as strong bonds that stand the test of time. Often journalists will move to write for different publications over the years, and if your relationship, is friendship, they’ll often take you with them.
Does this sound like what you need but you don’t have the time to dedicate to it? Check out our services here and get in touch to know how we could help you, get in the press.