Effective PR

5. Handling the Media

Unlike advertising, where you buy space to publish what you choose, with PR you have to sell yourself to the media to get good publicity.

5.1 Give the editors what they need.

• Send them interesting stories they will want to publish.
• Make sure your press releases reach publications before their deadlines.Some publications have very short lead times. You may need to act immediately to utilise a PR opportunity.

5.2 Give the journalists what they want.

• Use a standard press release format, written in the right style (see 6.2), whether you are using post or email.
• Get the email addresses of important media contacts. Most journalists expect to receive press releases by email.

5.3 Build relationships with individual journalists.

• Find out the names of the journalists and make personal contact.
• Invite them to your events, or to lunch to meet interesting people.
• Do them favours.Tip them off on breaking industry news; become a useful source of comment on prevailing issues.

5.4 Do not be put off.

• Send press releases whenever you have a worthwhile story, even if your last release received no coverage.There are many reasons why a story may be rejected or held over, which may have nothing to do with your release.
• Put journalists on your mailing list for background information they may find interesting (eg your company newsletter).