Sarah Lee’s Post

Never assume people know the basics! I enjoyed media training a single delegate last week in London. He was flanked by his (excellent) PR team. I went through the do's and don'ts including "never ask to see what a journalist has written before it's published". One of his PR people made a bit of a face and said that was a very old issue, nobody these days made the mistake of assuming they could rewrite an independent journalist's copy. I actually started to feel a bit sheepish, concerned that I might have been talking down to them a bit or stating what is now obvious to most people. Except that the man I was actually training looked at me, then the PR person, and said: "Hang on, you mean I don't get to check an article before someone publishes it?" Never, ever assume that because you know something and it feels obvious, someone outside your field won't welcome the insight. And if you or your clients (if you're in PR) want me to share more insights with your colleagues, you can find me on Linkedin or through my website at clapperton dot co dot UK. #mediatraining #mediamentorguy

My last post was about effective #media pitching. Today, let me share 3 key interests to factor when crafting your pitch as a PR specialist: 1. The journalist's interests: It's important you know what interests the journalist. Research them. Know their specific thematic and geographic beat. 2. The medium's interests: The journalist doesn't operate in a vacuum. They function within a media system with peculiar editorial interests. Understand the editorial direction of the medium and evaluate your pitch within that context. 3. The readership/audience's interests: This needs no emphasis. It's crucial to understand the audience's #content interests. If the audience of the medium is not receptive to your kind of content, you may be flogging a dead horse pitching to that medium. Media pitching isn't an easy craft, especially when you're dealing with the 'Big Media'. It requires a combination of strategic human relations and journalistic awareness to craft an effective pitch. And even with a great pitch, you may not get results immediately. #mediarelations 101 part 2. #reputationmanagement #publicrelations #journalism

🌟 Reflecting on My Professional Journey: From Journalism to Marketing Communication 🌟 It's been a thrilling half a decade walking the vibrant corridors of Communication, Production and public relations, yet my journey didn't start there. For 10 years, I proudly wore the badge of a journalist—a title that came with the profound responsibility of communicating crucial information to a diverse audience. From informing the literate to the seemingly informed, the task was intricate and often daunting. As a journalist, I stood on a unique pedestal, observing how Corporate, Political, and NGO spokespersons sometimes faltered in delivering their messages. I often found myself thinking, “He should have said this, provided those facts, or simply kept quiet.” The art of communication is delicate, and the margin for error is thin. Journalists, regularly perceived as judgmental and omniscient, are often misunderstood. We may not have all the facts, but we are trained to dig deep, question, and uncover the truth. Having now transitioned from journalism to Marketing Communication, I view communication through a different lens. If a spokesperson can't convincingly market and communicate their brand's essence to the media, it's worth questioning their effectiveness. Marketing and public relations are deeply intertwined. As Phillip Kotler wisely put it, marketing communication is an entity’s effort to inform, persuade, and remind customers about their products and services. Similarly, PR is about fostering a favorable relationship with all stakeholders. The synergy between the two cannot be overstated. Today, I'm proud to be in a position where I can leverage my journalistic insights to strengthen brands, ensuring they communicate effectively and resonate profoundly with their audiences. Let’s continue to navigate the ever-evolving world of Communication with integrity and insight. #Marketing #MarketingCommunication #Communication #PublicRelations #Journalism #Media

🎯 Pitching to the Media: There’s No One-Size-Fits-All Approach When it comes to pitching a story, there are various methods you can use. Whether it’s offering a useful tip 💡, sharing relevant media content (videos 🎥, images 📸), making a phone call 📞, or sending a traditional press release 📰—there are many ways to approach the media. But the key to securing coverage lies in how well you sell the story and why that particular publication should share it. 📝 Do your research: Always check what the journalist or publication covers, see what’s trending, and stay ahead of the curve. Pitching isn’t one-size-fits-all, and personalisation is crucial. I’m a strong advocate for tailoring each pitch, as it shows respect for the writer’s time and attention to their work, which goes a long way with journalists. 📧 Keep it concise: Personalisation doesn’t mean a long email or always attaching a press release. Recently, I tested a more concise approach that worked brilliantly! After building a detailed, data-led page for a client, I summarised the findings in a press release. However, when pitching to a national paper, I simply highlighted the top 5 points in a short email and asked if it was of interest, referencing relevant articles the journalist had written. Within an hour ⏱️, the journalist responded—not only impressed with the content but also keen to hear more! This shows that there’s no single formula for success. Don’t be afraid to test new methods—you might be surprised by the results! 🎉 #PublicRelations #MediaRelations #DigitalPR #PRTips

Hi everyone! I’m happy to share that I’ve obtained two new certifications: The Definitive Guide to PR Writing from Public Relations Society of America (PRSA). 1. The Definitive Guide to Writing Like a Journalist Without Having to Be One 2. Polishing for PR Perfection - Master Proofreading Principles and Grammar for Boosting Your Credibility and Results Thanks to Havas Formula for providing me with the employee benefit of continuing to sharpen my skillset by taking these courses. Finally, shoutout to Michael Smart for guiding me through the courses with his excellent knowledge, which results from decades of work in the #PublicRelations world! #PR #ProfessionalDevelopment

**BIRMINGHAM + CAMBRIDGE + ONLINE, NOVEMBER/DECEMBER 2024** Want to learn from a journalist what kind of pitches work for us? How to build stronger relationships with hacks? And much more? My next three How to Secure Media Coverage workshops are in Birmingham and Cambridge this November, and online in December (plus there's my online course you can take at anytime). Links below🌟 DM me if you'd like more info. ps here's a selection of reactions to my workshops: "Just a quick one to say that I rewrote a pitch I had been preparing to send to one of the design magazines about one of our projects based on Monday's workshop and... it was successful. Thanks very much for the solid and relevant advice!” JENNY STEPHENS, PR AND DIGITAL COMMS, FEILDEN CLEGG BRADLEY STUDIO "If you've ever wanted the inside track on how to secure media coverage, I'd highly recommend the 'Lessons from a journalist' workshops. In a hectic world, connecting with journalists the right way can be hard, but after attending Susie's workshop, it feels like it's going to be a lot easier. I left with a host of resources, practical tips, and creative ideas. I've gone on to secure more press pickups using on Twitter and my new pitching style." TOM HIGGINS, MARKETING MANAGER, VOXPOPME "After a training session with freelancer Suzanne Bearne, I came away feeling completely besotted with my chosen profession. After twenty years in this job, I didn’t think there was anything I didn’t know. I know that sounds full of myself but after a certain amount of time, you can say that right? But actually, Suzanne taught me a lot of things that I’d either forgotten about, taken for granted or just hadn’t even considered." LYNSEY WALDEN, DIRECTOR, FRONT DOOR COMMUNICATIONS #mediatraining #journalism #pitching #PR

The number one question potential clients ask me is: How can I get into the media? They want to be on the evening news, to write for a prominent paper, to be featured in a magazine, whether it's secular or Jewish. They are mystified by the media. How can they get a featured interview on the radio or appear on the evening news or have an op-ed in a huge publication? I demystify the process for them, and what I say is this: 1.) You have to have a compelling story 2.) Your compelling story would have to be a fit for that particular media outlet 3.) I'd need to find the gatekeeper's information - it could be a journalist, editor, TV booker, or producer 4.) We need to send that person an interesting pitch 5.) If we get that pitch accepted, I will then provide you with media training so that it's a home run 6.) Once we get that press, I maximize your momentum, sending it to other potential media outlets. That's it! Simple, right? Not really 😂 I work very hard on getting my clients earned media they can add to their website and social media. It took me years to learn this. I was a journalist first before I became a publicist and marketer. I know how it works. If you want to get into the media and learn more about my marketing, PR, and ghostwriting services, send me a DM. I'd love to hear about your amazing project. *Pictured: My client, author Meryl Ain, whom I got on NBC in Miami to promote her book*

Public Relations is an Art, Is it? Back in 1920s, Edward Bernays, one of the most prolific writers in the field of public relations, was a strong proponent of the notion that PR should be categorised as a Science. The notion evoked a pandemonium of mixed responses, mainly by those who were of the belief that PR is an art form. Yes it is both, art and science. Just as artists use brushes and colors, PR professionals use words and strategies to paint a brand's image. But is a careful selection of words, psychological theories, processes and much more for it to be a science. How do you balance creativity and strategy in your work? #PublicRelations #strategy #content #branding

If you're not re-angling your stories when you're outreaching, you're missing a trick! 📣 Whether you're a fan of the humble press release or not, as PRs we spend a lot of time curating and perfecting the first draft of a story. Often, we have a select few 'dream' titles in mind that we're going to target with this initial version. But writing - and the angle of a story - is so subjective, it's never a one size fits all. What resonates with one publication or niche is likely to differ to the next - it could even vary depending on which journalist you're targeting each title. This is why it's so important to tailor your approach when outreaching a story and to do your research on each journalist before pitching. No spray and pray here, thank you very much! 💁♀️ I always treat the initial press release as a first draft, including all of the key information in as concise a format as possible before pitching it to my target journalists. I'll then review, review and review some more and tweak the angle and headline based on who I'm reaching out to. Quite often it's the second or third version of the content that gets picked up. Moral of the story, don't give up if you really believe in what you're outreaching 🤓 #digitalpr #freelancepr #prtips

A simple and nice take on the differences of journalism and PR. Good read!