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Media Outreach: It's a love-hate thing
 

Media Outreach: It's a love-hate thing

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Media Outreach

Media Outreach

These slides will provide you with the tips you need to strengthen your relationship with the press, and maximise your ability to secure high-quality coverage.

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    Media Outreach: It's a love-hate thing Media Outreach: It's a love-hate thing Presentation Transcript

    • It’s a love-hate thing Rawaa Abdalla December 2009
    • Journalists and PR professionals have always had a peculiar relationship. One fraught with suspicion – and, on some occasions – barely suppressed hostility and tension
    • PRs: measured on their ability to consistently generate stories. No coverage: no recognition It’s a curious situation since the relationship is underpinned by mutual need: Journalists need PRs – for information, to highlight developments, or interesting news stories that otherwise may not make it to the mainstream; and PRs need Journalists: measured on their ability to consistently source and write stories. No byline: no recognition
    • So, if each has something the other needs, why not exist in peaceful symbiosis?
    • The oblivious PR The time wasting PR The dishonest PR The invisible PR
    • “Weird PR jargon like giving us a “heads “…there are basic data up” – and obscure PR- missing and it’s obvious that speak acronyms like they haven’t even read the KOL…” paper. If they had, they would know I cover news – not features!” The oblivious PR “…read the “…I hate being pestered about stuff papers! There’s that never has a chance of being a nothing worse story for me – and that any PR who actually reads what I write should then getting a know will never be a story for pitch on a subject me…” you’ve just written about.”
    • “…if I’m interested in a PR email and want to follow it up, I will. I’m at the point where I rarely answer my phone unless I recognise the number, since 8/10 calls I get are from timewasters” The time wasting PR “we have The worst thing a PR could surprisingly early do is waste a journalist’s deadlines these time. Send a brief pitch by days, if we see email or call when you know something at the reporter isn't on deadline or preparing for 3pm it’s very morning conference difficult to get it into the paper!”
    • “… why do some PRs insist on ‘up-selling’ a story? Journalists “stat fiddling! Impressive have long memories – if your numbers that turn out to be relative rather than story falls apart under scrutiny, absolute risk…” we definitely won’t bite the next time you pitch something” The dishonest PR “…telling me at 4pm that the ‘exclusive’ I’ve been working on all day has also gone to the competition” “I don’t want to find out from my editor that the patient you’ve introduced me to has already been in the papers!”
    • “…nothing is more infuriating “…I’ve been than missing out on a story pestered non- because the PR is out of contact. stop by a PR to Next time, we simply won’t cover a story, come to you for comment” then when I need more information, they’re nowhere The invisible PR to be found!” “Put your contact details out there. I “…being fobbed off don’t want to spend drives me mad. Don’t hours tracking you down make promises you can’t to follow up on an interesting story” keep – and keep the promises you make!”
    • What does it do? How does it work? How good are the data? Is it new? The editor: pitching to a journalist Is it different? is only the first step; if they like Does it save lives? your story, they must in turn Does it kill people? Is it licensed? convince their editor to run it Is it available? Where is it available? Is there a postcode lottery? Is it approved by NICE? Feature articles: cover a given topic If not, why not? in more depth than news, enabling How much does it cost? more detailed information to be Are there spokespeople? conveyed to a broad target audience How does this affect my readers? Why should I care?
    • Exclusive: a story given to one journalist only. Never provide the same exclusive to more than one publication! Journalists: measured on their ability to consistently source and write stories. No byline: no recognition
    • Even if the journalist writes the story there is no guarantee it will appear – all publications over commission articles Case studies: real life experience is an essential element of a consumer media article, and is shown through the story of a patient case study
    • WHO AM I?
    • “Public sentiment is everything. With it nothing can fail. Without it nothing can succeed.” — Abraham Lincoln Athena January 2010