Some PR pros get so caught up in pitches and press releases that they forget there’s a real person on the other end. Today’s guest post from 614 Media Group’s Chelsea Castle is a good reminder that effective PR begins with solid relationships:
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Post by: @ChelseaCastle
I knew I chose the right career when my heart would palpitate at an alarming pace during a simple conversation. Not out of fear or nerves, but from adrenaline. Talking with and getting to know countless fascinating people sparked a flurry of passion in me early on in my journalism career. Continuing those relationships and telling their stories became my lifeblood. That said, I relish and cultivate similar rapport with other professionals I work with as well – like the folks on the other end of my emails and slews of requests.
The relationship between PR professionals and journalists can be complex and ambiguous. It’s a give and take, or can be a push and pull in some instances. I’m sure we could all list our pet peeves about the other, but at the end of the day it’s all about interdependency.
I could spit out some tips based off those pet peeves, or provide ways to better structure pitches for a journalist’s eye, but the truth is, rapport trumps all of that. I’m much more likely to read a press release from a familiar, friendly name regardless of the subject line. Obviously, everyone’s client list and workload varies. Some PR pros simply may not have the time to connect with each individual, albeit via email. But the thing is, it really doesn’t take much.
Here are a few tips to get you started:
- Authenticity. Being genuine, friendly and talking down-to-earth – and not like a salesman – is going to grab (and is more likely to hold) someone’s attention.
- Understanding. If you better understand who or what you’re pitching to, you’re going to save everyone a lot of time and garnish respect. A quick Google search of the person, medium, outlet, etc. will be well worth it.
- Communication. A weekly or biweekly follow up will show a journalist that you have something worth sharing, and that persistence is more likely to get their attention. A gentle reminder also lets them know you haven’t forgotten about them.
- Connecting. Journalists often use many other sources for story ideas, like social media and other web resources. If your job allows, connecting with those you are pitching to on LinkedIn and Twitter, respectively, will provide a better idea of who they are, their interests and will continue to cultivate a relationship.
So the next time you’re fretting over a subject line, just remember that it’s not always what you say, it’s how you say it.
Chelsea Castle is the editor-in-chief of Fit Columbus, a local fitness and lifestyle magazine by 614 Media Group, as well as UWeekly, an Ohio State publication. OSU alumnus, coffee lover, news junkie and story teller. Meet her at @ChelseaCastle.
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Photo credit: Flickr Creative Commons, via Julie Najim
