As a longtime journalist still obsessed with local news, I feel uniquely qualified to talk about the relationship between the press and public relations folks. A few quick thoughts right now (I may turn this into a weekly series...): - If a reporter/producer/etc takes 30 seconds out of their day to tell you no, that's a BIG win. Speaking as a longtime producer, it actually showed I cared about my relationship with the pitcher if I DID take the time to say no. - Journalists live life in seconds. It sounds dramatic, but it's so true. That 30 seconds they took to tell you "no" is time they could spend making 4-5 other micro decisions. The amount of decisions producers and reporters make in an hour, let alone a day, is astounding. - If you are in PR and tell a producer/reporter "bummer!" if they don't take your pitch... forget it. I would never, ever work with that person again as a producer (again, dramatic, but true!). I think I would automatically send their emails to junk?? But seriously... play. it. cool! And play the long game... On Air Brighton Media
I think so many PR people don't fully understand what really belongs in a News Release or pitch. They've never been on the News side of the equation and don't get how that side functions, and what they are really looking for.
Excellent points. I'd add to take no response as a "no", and know the organisation and audience you're pitching to. If I ignore your email, it's because it was one of five sent to me that day, and the launch of a new skincare product isn't a fit for ABC Radio in regional SA.
Honestly, in my experience, 90 percent of PR people have no idea how journalism works, despite in many cases being former journalists themselves. (Perhaps that's why they're now in PR - they were hopeless journalists?) In 30 years of journalism, I can count on one hand the PR people who produce strong, newsworthy material - and, significantly, who respond to follow-up questions with more good material.
Regarding your third bullet - I often reply with something like, "Aw, shucks. Okay, thanks for letting me know!" I'm trying to be lightly humorous and appreciate. Based upon your bullet - does it come across poorly? Sidebar: I'm a former journalist, as well. Now that I'm thinking about it - it would kind of annoy me that someone's sending an e-mail to just say "thanks" because I would think it was an insincere e-mail. I genuinely mean "thanks," though. I'm going to noodle on this. Thanks - genuinely - for causing me to think through this again.
"Journalists live life in seconds. It sounds dramatic, but it's so true. That 30 seconds they took to tell you "no" is time they could spend making 4-5 other micro decisions." THIS! As an international (non-US) journalist for 40+ years, this sentence highlights why the churn rate in journalism, from my experience, is out of control. I've seen PR people cultivate relationships with a journalist only to have to 'reboot' when that journalist decided to move on (usually well within three years). Here in Australia, PR has absorbed a lot of discarded journalists and its very noticeable in what they send through. One (possibly unnecessary) word to the PR people wanting to 'sell' a pitch to a journalist; that pitch requires a visual component, images and/or video. Helps you to better control the narrative of the story you pitched to them.
Excellent advice, Katie. As a journalist I deleted dozens of emails daily.. quick look at the subject line or the first line in the pitch and I knew it wouldn't work for me. Responding to everything took too much effort and I also felt bad that I couldn't help. I would respond to a few here and there- but then people would ask for feedback on why it wouldn't work, or would I consider it from a different angle. Now on the other side, I thank ppl for responding even if it's no... and oftentimes they'll actually look at a future pitch.
This, yes yes yes: "Journalists live life in seconds. It sounds dramatic, but it's so true. That 30 seconds they took to tell you "no" is time they could spend making 4-5 other micro decisions. The amount of decisions producers and reporters make in an hour, let alone a day, is astounding."
PR people should know that if we pass on a story it's NEVER personal. Content is king. Don't hesitate to send us something genuinely good just because we didn't report the last item you sent.
Love this especially for me in booking, we get 1000s of pitches per day. It is really hard to sort through or for others to stand out. I'm always grateful when people come into my inbox with specific shows in mind or previous clips of potential guests. Makes a huge difference.
Staff writer at Philadelphia Inquirer
2wI've been writing about business and getting pitched stories for 30 years. I don't remember too many flacks' names. I have a "relationship" with my wife, not with business contacts, certainly not with PR critters. Your awkward word choices don't hurt your prospects, your slick presentation does't help. Focused mostly on: Who owns your client, what do they sell, who buys it, how many people do they employ, what do they do better/different/special vs competitors, who outside the company can tell/verify/expand their story? Things mostly absent in press releases, which is appalling. Also, people who pitch without having read any of our stuff that would tell em what we're looking for.