I’m not talking about market research, I’m referring to one of the most fundamental elements of a PR’s role, and one which often gets forgotten; background research.
I was reading an article recently that listed the things PRs most disliked about their jobs – top of the list was pitching a story or idea into a journalist.
It is far too easy to pick up the phone, without looking to see whether you are actually targeting the right journalist, at the right time, with the right story. It’s easy to forget this step, even if you have been doing PR for many years, or are starting out for the first time.
The following golden nuggets can be used as a useful reminder or checklist to avoid getting on the wrong side of a journalist at all costs. This cannot only be damaging to your own reputation but also that of your client and employer. Offering them a story that isn’t of relevance to their readership or contacting them when they are on or near to deadline are sure ways to rub them up the wrong way.
Top targeting tips
Firstly, take the time to find out about the journalist you are calling. What have they written about recently (it’s always good having their latest article to hand, you can mention it on the phone, it’s always nice for a journalist to know that people are reading their work), what kind of stories do they cover and what are their interests? Social media means there is plenty of information about people that is easily accessible. Also ask colleagues what they know about the journalist.
Another point and one of the most important, is to find out what the journalist’s deadline is. You wouldn’t want to be called when you’re working up against it to get a press release to your client and neither does a journalist. More often that not, you only get one go at pitching a story to a journalist, so you need to make sure you give yourself the best possible chance of success.
It is also worth considering putting down on paper the key points that you want to convey. Regardless of how long you’ve been working in PR, preparation is key. This way, you do the thinking in advance and will have worked out what you are pitching, and why, and it helps you to structure what you are saying on the phone. Another tip is to think about any questions that the journalist might ask – can you prepare answers for these too so that you’re not put on the spot on the phone.
Supplement your research
Putting aside some time to look through the newspapers and identifying columns/profiles and regular slots is an aspect of PR research that is all too often overlooked. You never know when this knowledge comes in handy, and it’s basic information, knowing what days supplements come out, and who writes what interview slots, and what the requirements are for it.
Sitting down on a weekly basis, as we do here at Westgate, to go through the national newspapers has worked wonders in terms of generating proactive coverage results for our clients. Our research has led to targeting profiles and slots that are new to us, and to our clients, for example, securing a slot in the Mail on Sunday’s Live magazine for our client Adnams, pitching ‘five of the best’ beers to match with food and the How to Give it Slot in the Financial Times.
We’ve seen how this works first hand, and I am a firm advocate of ensuring these strategies are implemented. It demonstrates a working knowledge of the media, generates strong results and also ensures you are keeping ahead of the game.
