Thought Leadership via Social Media

We once had a potential client tell us that they weren’t on social media because ‘I don’t see the point. Why do you need to tell people that you’re standing in Tesco?’

If that was all that Twitter was used for then perhaps our client might have had a point, but social media for businesses is far, far more than just updating followers on where you’re buying your baked beans. Over the last few years we’ve helped clients build online reputations, launch products, make contact with journalists, find business partners, respond to customer feedback professionally, engage with new customers, gather valuable feedback and drive more traffic to their website – all through social media.

75% of consumers say purchasing decisions are influenced by what they read online, and social media is a key element of that. While most businesses these days accept the necessity of a website and an online presence, few are fully capitalising on how social media can be used to build their brand, spread their key PR messages and distribute content.

So, what can social media do for your PR?

Spread content

Good quality content has always been a key component of any PR campaign but social media has increased this demand dramatically as potential customers crave engaging content to consume, discuss and share online.

A far cry from the staid press releases that used to form the mainstay of a PR campaign 20 years ago, your potential customers want useful, absorbing content. Too savvy to tolerate being forcefully sold at, they want content they enjoy absorbing and information they can use, with your name associated with it to promote your brand.

This is where Thought Leadership PR really comes into play and social media is a great way to get that content to your customer base. Whether you position it through an engrossing blog post which you then tweet, post on facebook and share on LinkedIn, a well produced video or audio message you embed on your website, publish on YouTube or link to on Twitter, or even writing as a guest contributor for any number of high-profile magazine websites who are eager for journalistic quality articles from industry experts, social media is the ideal way to spread your content to a far wider audience than ever before.

Engage directly with customers

Without wanting to get bogged down in buzzwords, people used to talk about B2B and B2C as shorthand for ‘business to business’ interactions and ‘business to consumer’ interactions, but since the take-off of social media there’s a new category – B2P with P being people. Social media is all about engaging with customers as individuals, holding back and forth conversations and interacting directly and proactively with potential or current customers.

In terms of your PR campaign, this is about building your brand and, in some instances, bypassing traditional forms of PR and going directly to your customer. It allows you to communicate your messages directly to your stakeholders and respond appropriately when they want to engage with you in return – you can launch a product or trial an idea, and receive real-time feedback; you can publish some company news and answer any questions stakeholders have immediately; you can demonstrate your credentials as a thought leader in your field and engage in debate or conversation about relevant issues.

Having an active Facebook, Twitter, LinkedIn etc page automatically opens you up to a two-way conversation, so don’t set up more accounts than you can actively monitor and respond to. If you have a social media presence, your customers will expect to be able to interact with you this way and will be frustrated if they don’t get a response. We’ve helped our clients deal appropriately with negative feedback about their service in a constructive and, ultimately, confident way as well as responding graciously – and shouting about it – when the feedback they receive is positive.

Allows you to comment immediately

As industry-related stories break, social media lets you offer your expert, thought leader insight with an immediate impact on your audience. Bypassing the time it takes to write a press release, send it to the journalist and wait for publication, social media gives you immediate access to a platform to make your views known which, in certain circumstances is exactly what your PR needs.

Responding to breaking news lets you demonstrate your expertise and relevance to your audience. Exercise caution to make sure you’re adding value, not just capitalizing on a tragedy, but don’t be afraid to express your views on a topic as long as they correspond with your business’ viewpoint as well. Having an opinion and being willing express it warms customers to you as an authoritative, confident industry expert.
Also, bear in mind that journalists rely heavily on Twitter, Facebook and other platforms to source and research stories so if you are connecting with the right people, you may find your comments mark you out as a potential contributor in wider media.

Far from being a short lived trend, social media is a now a valuable part of the PR landscape and, however daunting it may be to the uninitiated, pretty much every business should consider using it in their public relations campaign.

We come across a lot of business who are intimidated by the fast moving pace of social media and don’t really know where to start with their own social media PR strategy, so if you’d like to talk to us about it contact amie@cerubpr.co.uk to start the conversation!

Did You Know That You’re a Thought Leader?

They say you can’t see the wood for the trees and as a business owner this is probably an accurate way to describe how you work. You become so focused on the bottom line, your product, your service, your customers and your business that you fail to notice one important factor: you have become an expert in your own field.

Whether through modesty or too close a perspective, most business owners don’t see their own knowledge as particularly interesting or insightful and would balk at the idea that they could call themselves a ‘thought leader’ and stand up and confidently voice their opinions.

We help our clients to stand out from the competition by raising their profile and shaping their reputation to become known as thought leaders in their field – authoring articles, offering tips, commenting on current industry trends – yet one of the most challenging parts of our job is convincing our clients that they do actually have something worthwhile to say.

So, if you want to reap the benefits of standing out in a crowded marketplace and generating a connection with your brand as your customers come to recognise you as an authoritative individual or company, put aside your misgivings on how under-qualified as a ‘thought leader’ you think you are and consider the following:

The difference isn’t expertise, it’s delivery

It’s very easy to assume that the industry ‘expert’ used in the article you just read or interviewed on the radio programme you just heard has views that are more important than yours, and that’s exactly what your customers will think as well – assuming that the ‘expert’ in the media is the one who will sell the best product or offer the best service. The truth is that all that separates you and that ‘expert’ is the fact that they have found a way for their voice to be heard and you haven’t.

You’re both professionals in the same industry – the difference is that you just haven’t built a platform for spreading your message yet. Journalists call on experts who have made themselves known to them, or publish articles from experts who have bothered to pitch an interesting idea. There’s no mysterious, magical equation that gives them more right to be in the spotlight than you. The difference is that they offered and you can too.

You know more than you think you do

When you are surrounded by people in the same industry as you who all have a similar knowledge base, speak in similar terms and have a common understanding, it’s very easy to assume that the knowledge you have is commonplace and, therefore, unimportant. It’s only when you start discussing ideas with people outside your industry – drawing out ideas as we do with our clients and viewing things from the knowledge starting point of your average customer – that you realise your views and expertise have value.

Sometimes it helps to take a step back and try to see your knowledge from an outsiders perspective. It’s difficult to do, but you’ll realise you know more than you think you do.

It’s all about the angle

One of the skills PR people have is to find the best angle for a particular story. This is especially true when pitching yourself as a thought leader.
You need to adapt the way you view the information and skills you have. For example, very few people would be interested in an article or blog post entitled ‘My Personal Thoughts on Sales’ but if you were to pitch the same piece as ‘The Top 5 Ways To Increase Your Sales’ you would suddenly find people were interested. Same content, just angled slightly differently.

Likewise, you’re shouldn’t feel that you’re limited to only comment on topics directly relating to your own industry. By thinking more widely you’ll increase the opportunities for you to be seen as an expert in your business by more potential customers. For example a body language expert can comment on a celebrity break-up story, a public speaking trainer can comment on how politicians deliver their message, a pet product manufacturer can comment on how pets behave when they’re scared – all of which are examples of how our clients have widened the reach of their media coverage by appearing in media their customers consume rather than industry-specific titles.

Positioning yourself as a thought leader is one of the most effective ways to stand out among your competitors and build a reputation with your customers and potential customers as a knowledgeable and authoritative human ‘face’ of the business. Customers will come to associate your brand with quality and expertise and your company name will be foremost in their mind thanks to increased media exposure.

The first step is to change your perspective and see things from our view – you absolutely are a thought leader.

12 Years and Counting…

This month Cerub PR has turned 12 years old. As some people have pointed out, we’re now entering our difficult teenage years!

Running a business for 12 years has had its ups and downs, some amazing successes and some disappointments, but as most businesses fail in the first two years, we’re very proud to have been running successfully for 12 years.

The last few years have seen a huge amount of change in the PR industry. When I started in agency life at 23 I remember sending out hundreds of press releases via post, or fax if we were lucky. Very few people had email and even fewer companies had websites. You wonder how we coped now. With that in mind, here are our thoughts on five ways that the PR landscape has changed since 2003.

Press Releases

Press releases are still relevant and if you’re pitching a story, journalists will still request press releases and you can distribute them via press wires and press services, but they can be used in many more ways. By creating a press page on your website you can post your press releases and distribute the link through your social media platforms. If press releases are written with SEO in mind, they can also help people using matching key words can find your website more easily.

Content Generation

These days, content is king and PR companies are increasingly working with their clients to produce and share content including anything from videos, podcasts, blogs to events and competitions in order to inspire target audiences and increase brand loyalty.
PR people by nature are story tellers, so it hasn’t been a huge leap for them to take on the role of content generators, particularly in terms of putting together text. As the role of a PR person is to engage with clients’ target audiences in an interesting and engaging way without being too promotional, creating blogs and text content should come easily to them.

Reaching the Media

In the old days, third party endorsement used to be all down to the journalists, however the media landscape is changing and over the past few years we have seen the rise of ‘citizen’ journalism. Technological advancements – in hardware and software – have been the largest driving force behind this change allowing anyone to share their opinions with the wider world in seconds. PR professionals need to understand the new dynamics between brands and audiences and find new, collaborative ways to tell stories.

The Numbers Game

Today, PR campaigns need to be approached with an emphasis on meeting the key business objectives, whether it’s driving website traffic or increasing engagement on social media. Measurement and analytics play a very important role in showcasing the value of public relations for a brand. PR professionals are gradually moving away from ROIs and AVEs as more and more sophisticated monitoring tools are constantly emerging allowing them to illustrate the true impact of their work.

Engaging with your Audience

These days, everything is PR. Making a bad impression or providing bad customer service isn’t just between you, your customer and their friends. It can go viral in a matter of seconds and it’s what people will remember about you. Ten years ago if there was a problem you could deal with the complaint and it would generally stay between you and your customers. Now you need to be on the ball, respond to customers quickly and be shown to be a company which cares and takes complaints seriously.

The nature of social media means that information is given perpetual life so it’s how you respond to the way that people talk about you that can affect your reputation. Of course, good customer service should go without saying, but in PR terms, your reaction says a lot about you as a business.

 

Four Ways to Track Your Marketing Success

Tracking and evaluating marketing performance is a necessity for any business investing time and money in marketing activity.

It is important to understand what works and what doesn’t and thanks to marketing tools such as Google Analytics, a free tool you can sign up for, you can track the results of your marketing activity.

Here’s our advice on four ways to track your marketing success using Google Analytics:

What to track: Organic Search Traffic
Why it matters: Tracking Organic Search Traffic allows you to see the number of visitors who found your website by clicking on links on a search engine results (excluding any purchased traffic such as pay per click ads). Check your Organic Search Traffic report to determine the top keywords visitors are using to find your website.

High volumes of Organic Search Engine Traffic usually indicates that you have good and relevant content.

These are the fundamental things you need to measure to see whether your marketing is having an impact. It’s important to understand how people are finding their way to your website so you can do more of what’s working. If you have a team working on your SEO, they will be able to help you tailor what your site offers to match what your potential customers want and are searching for.

What to track: Bounce Rate
Why it matters: The Bounce Rate is the percentage of people who arrive on your site and leave without visiting a second page. A high bounce rate is not necessarily bad if it’s in line with those all-important marketing objectives. Are you hoping to achieve a high quantity of visitors who just view a specific page and then move on, or are you aiming for more engagement? The bounce rate is subject to the type of site, page, user intent and many other factors. By tracking the bounce rate you can then assess and determine how you can draw more visitors to your pages or what you can do to prompt visitors to browse through ore pages

What to track: Dwell Time
Why it matters: Dwell time is the length of time that a visitor spends on a page before returning to the search engine results page. In theory, the longer the dwell time the better as it is a good indication that the visitor has consumed most of the content on a page before either returning to the search results or performing another action on the site. It can also be a more reliable indicator of a page’s quality and relevance than measuring the bounce rate.

As with all measurement, you need to have an idea how long you want people to stay on each page and then evaluate whether your website performance is meeting your objectives.

For example, if your product is fairly straightforward and easy to understand, your aim may be to get as many people to the site as possible to just view what you have to offer therefore dwell time is less important. However, if your site contains more in-depth content that you want people to read and digest, you’d be hoping to see longer times spent on each page to know your marketing is working how you intend it to.

What to track: New vs Returning
Why it matters: The New vs Returning report in Google Analytics shows you the amount of new and returning visitors that you get to your site each month. There are two reasons why this is important information to have.

Firstly, you can see if your marketing is appealing to new potential customers and whether the content on your site is rich enough to bring people back time after time. Again, your definition of success here will vary depending on your marketing objectives. If you want to reach the widest possible audience, then you’d hope to see high numbers of new visitors. If your services are a more ‘considered purchase’ and you want your customers to build a relationship with your website/brand over time, then you’d be looking for high numbers of returning visitors.

Secondly, this is worth tracking as it helps you understand how people who have been to your site before behave differently to those who are new to the site. You can track this by comparing the number of visits and average page views to determine how many people are returning and how much new traffic you are getting.

Fundamentally your website is a tool which will help you reach your target audience but if it’s not having the impact you need it to, tracking and evaluating performance will help you understand where you’re going wrong and how you can address it.

Five things you can do to ensure PR Success…

As the old adage goes, ‘You can’t see the wood for the trees’ and for most business owners this is particularly true when dealing with their own PR. Sometimes you get so caught up in running the business you fail to see potential angles or, conversely, have an unrealistic idea of what the press are looking for, leading to wasted opportunities and frustration when journalists fail to publish your ‘news’.

Working with a PR agency will always be beneficial, but there are definitely ‘filters’ you can apply yourself to judge whether your story will lead to publication or disappear into the ether as soon as you hit ‘send’.

Know your audience

It’s important to appreciate successful PR isn’t just about ego and kudos, it’s about reaching YOUR audience and YOUR customers. For some businesses, this can achieved with mainstream coverage but if your product appeals to a specific audience, make sure you target them through the media they consume.

Not only will this give you a better chance of raising awareness with your key audience, but it will also save a lot of time that would otherwise have been wasted trying to pitch an irrelevant story to journalists who know their readers well enough to know that it wouldn’t be of interest.

Find your angle – and make it relevant

To increase your chances of coverage, adapt your angle for different publications/programmes. For regional coverage it can be as simple as finding an angle for different local areas.  Say, for instance, your CEO is awarded an OBE. This could potentially be of interest to the local press both in the area where your business trades as well as the area where your CEO lives or grew up with a simple angle change.

A women’s magazine might not be interested in your CEO and their OBE on the surface, but if you tweak the story to focus on the fact that she was the only woman to receive the honour and can offer career advice to other women who want to achieve the same thing, it suddenly becomes relevant. Learn to think about the same story from different angles to maximise coverage.

Make it ‘newsworthy’, not an advert

You need to distinguish between what constitutes ‘news’ as opposed to a story that too forcefully promotes your company. Most media is funded primarily through advertisers who pay to promote their products, so journalists won’t publish stories that promote companies for free. Stories with a news element may be published and your company will be mentioned and therefore promoted in relation to the story.
Be brutally honest with yourself – do you need to find a more newsworthy angle?

Consider images from the start

We often get calls from journalists who like a press release but need to know ‘what are your images like?’ before they will commit to using it. If you have good, professional photos to illustrate your story you not only increase your chances of publication but will achieve a bigger, more eye catching piece on the page.

Make sure your photos are well composed, good quality, not blurry and look professional. Don’t try to apply filters or use PhotoShop yourself. If you need to crop images, bear in mind that newspapers and magazines can only use high-res images so it’s essential that any images have a resolution of over 300 dpi (dots per inch) and are at least 1MB.

Understand timing

Daily or weekly publications have a very fast turnover and what was newsworthy yesterday won’t be today. With digital media, this immediacy is even more evident so being able to react quickly and efficiently is key.

Each publication will have a different ‘lead time’ (i.e. how far in advance they work). Some publications are working on their Christmas issues in August. For other publications, the lead time could be anything from four months to four weeks so plan ahead and know your market.

By thinking critically about your PR and applying these ‘filters’ you can reduce the amount of wasted effort from churning out press releases that fall down on one of these five hurdles. Nothing can guarantee that a journalist will pick up your story, but failing to think about these five points will pretty much guarantee that they won’t!

 

 

 

Who’s Winning the Politics PR Competition?

This General Election is the most closely fought for years with smaller parties challenging the three biggest parties and taking advantage of the opportunities to speak directly to the electorate.

Over the past few months there have been a number of media stories based on how the party leaders are trying – and in some cases failing – to present themselves well. Take for example Natalie Bennett’s disastrous interview with LBC where she wasn’t able to answer the questions and instead claimed to be suffering from a head cold, or Ed Miliband’s ‘two kitchens’ debacle.

The leaders’ debate, which aired on ITV on Thursday 02 April, was a chance for them to really make an impact, explain their policies in more detail and present themselves in the best light, but despite a lot of media training, some of them still struggled to engage with the public.

Performance coach Emma Stroud, MD of Pitch Perfect Club, which has worked with senior executives from some of the biggest organisations in the UK – including Central Government, has examined the winners and the losers in the debate.

Nerves:

‘Ed Miliband’s repeated hand gestures were a clear indication of his nervousness. The continual hand movements were incongruous to the messages he was trying to communicate and had the effect of making the audience focus on the body language rather than the message which is disconcerting and made him appear untrustworthy.’

Authority:

‘David Cameron demonstrated his authority with a calm leadership presence and an element of humility. He wasn’t getting pulled into the scrapping exhibited by the other party leaders.’

Authenticity:

‘Through his voice and body language, Nigel Farage of UKIP came across as extremely authentic as did Nicola Sturgeon.’

Trying too hard:

‘Natalie Bennett had a lot to prove after her LBC interview so was clearly determined to prove that was a one off, so she did come across as trying too hard, however Ed Miliband’s consistent staring at the camera and choice of language exhibited an air of desperation.’

Overall:

‘With the election campaign getting more intense, the party leaders are all focused on how best they can communicate with voters and have clearly been working to improve their communication skills. This is particularly true of Natalie Bennett who has significantly improved. David Cameron was also a lot more believable and authentic than in his recent interview with Jeremy Paxman.

‘Nicola Sturgeon stood out with a powerfully engaging presence which was natural and honest and with David Cameron’s calm and measured delivery and his truthful rebuts of Miliband, choosing a clear winner is a tough call.’

While it’s true that politicians are trying to win votes and it’s a good idea to work with media trainers, one of the most important tips they need to take on board is to be themselves, be honest and be authentic.

From theory to practice…

This month, we thought it might be nice to get some thoughts from our very own Anastasia Psarra who has shared her thoughts on the realities of working in PR.

I was lucky to have attended a CIPR accredited course and to have some top-notch PR lecturers who had years of experience, with some of them still working within the industry. While at university I also worked for a few different agencies which gave me an insight into what it’s like working in PR but if you think completing a PR course is as easy as handing in assignments on time and producing a 10,000 word dissertation during your final year, then think again!

My course equipped me with strong foundations but having spent nearly two years working full-time in PR, I now realise that working in the industry can be very different from learning about it. So, if you’re a PR student, this blog might help you find out about things that perhaps your lecturers didn’t tell you or you didn’t think they were all that important.

Keep evolving

The nature of the industry is that it’s constantly changing as new markets are emerging and measurement and evaluation practices are evolving. If you think this is the right industry for you, then you have to accept that you will be constantly playing catch-up. Don’t just stick to what you learnt at university!

Create your own style

Producing several essays and portfolios while following strict briefs at university might leave you somewhat scared to develop your own style.
Once you start working in PR, it’s vital to establish your own communication style both with clients and journalists.

Journalists are not all PR people hating monsters!

Nothing could have prepared me for the nerve-racking experience of picking up the phone and pitching a story to a journalist for the first time which could have been a result of all those horror stories I had heard from PRs about how rude all journalists are. Journalists are busy people and over the years some of them have grown to dislike PRs, however, they do have some perfectly valid reasons for that. They receive dozens (if not hundreds!) of sell in calls on a daily basis and believe me, most of those PRs have no idea why they’re pitching a particular story to that journalist.

Pitching a story to a journalist is so much more than simply passing on a story. You have to be able to highlight the interesting parts and think analytically. Why would that specific journalist be interested in what you’re trying to promote? Do your research and understand their editorial style and what their readers are interested in.

You have to be a grammar hero

Nobody likes spelling or grammar mistakes and in PR you have to act as an editor. At a PR agency you won’t lose marks for not referencing correctly but you will need to ensure all copy communicates key messages in a clear and concise manner and is proof-read as many times as humanly possible!

The perfect relationship

While studying PR I had to pitch idea after idea for live briefs and real life clients. Coming up with creative ideas is one thing but educating your clients about the impact PR activity can have on their organisation is another! I don’t think PR courses put enough emphasis on teaching students how to manage the expectations of their future clients. For me, this is one of the most important aspects to maintaining a healthy and rewarding relationship with clients.

If it’s not on the report, it never happened…

Reports are everybody’s least favourite task, but they do offer a clear outline of what work has been done over the course of a week or a month. It’s your responsibility as a PR professional to show your clients where their money and your time goes. Every agency has its own way of reporting but one thing you need to do is make sure you keep your reports organised and up to date.

Putting theory into practice might sound tricky but if you’re enthusiastic about working in this industry and you’re open-minded, you will enjoy your job and in no time you won’t be able to imagine doing anything else.

Five things to look for in a PR agency

Finding a PR agency can be a daunting process, particularly if you haven’t worked with one before or if you’ve had a bad experience.

Here are five things you should consider when you’re looking for an agency:

• Do you like them? It sounds trite, but when you’re working with a PR agency you need to have a good relationship with them and if   you don’t get on, it’s not going to work. Have a chat on the phone first to see if you like the sound of the people you’ll be working   with before having a more formal meeting.

• What sort of experience do they have? You don’t necessarily need to work with an agency which specialises in your industry. In fact, it   can often be a good thing to find an agency with broad experience as they may be able to bring a fresh perspective, but find out where  they have achieved coverage for their clients and where they think your company should be placed.

• How proactive are they? PR attracts – or should attract – proactive people and you need to make sure that your agency is on the ball.   Will they just send out press releases and passively keep their fingers crossed for results, or will they get on the phone to journalists   and actively pitch you and your story to the press? Can they see opportunities for you and will they react to them quickly?

• What are they promising you? Press coverage isn’t something that is guaranteed and it doesn’t happen overnight, so any agency   promising you the front cover of The Daily Mail in the first week is probably going to under-deliver. You’re better with an agency   which under-promises and over-delivers and is realistic about what’s achievable.

• Are they able to get involved with other areas of your marketing activity? While you may have a requirement only for PR, it’s worth   finding out if the agency you intend to work with is able to assist on other areas such as copywriting, social media or event   organisation. Most agencies want to help as much as they can, so find out which other services they can provide.

2015 so far…

It’s been a good 2015 for us so far with new clients signed up and lots of coverage coming through for them.

We recently started work with relationship coach and author Dr. Annie Kaszina Ph.D who has just published her new book Do You Choose Your Dog More Carefully Than Your Husband?

Since we began working with Annie just under two months ago she has been featured in the Daily Mail which led to coverage in Evoke in Ireland, China Daily and a variety of newspapers from across the world and she’s even had enquiries from Australia. On top of that she’s been interviewed by number of radio stations across the UK with more to come.

Another client we’re working with is personal trainer David Kingsbury, who has been responsible for getting some of the biggest names in Hollywood – including Hugh Jackman -getting into shape for roles, is appearing in a variety of sports magazines over the next few months sharing his tips to maximise your workout routine.

We’ve also been doing a bit of filming here at Cerub PR to help support National Apprenticeship Week – Our very talented apprentice Amie was interviewed about her work here and our video will be online shortly!

CerubPR 11.2.15

We’ll be sharing more news about our work and our clients over the next few months so watch this space!

We’re also revamping our website so you can see who we’re working with and find out more about how to achieve effective results from your PR, plus, there’ll be downloadable PR guides to help you implement your own publicity campaign.

Pick up a…p..p..p..phone – one thing you MUST do to get media coverage

If you’re old enough to remember the 1980s penguin ads this intro will make sense to you, if not, look it up!

Anyway, this month, we want to share with you the top secret tool which will help you generate press coverage.
It’s called…
….the telephone

No, seriously, that’s it. Not social media, not email, not stunts. A telephone.

Although thinking about it, the key is in actually using the telephone.

Just recently we’ve been to a number of seminars and spoken to several other PR professionals and one thing has become clear. People going into PR these days aren’t using the phone which means they aren’t building relationships with journalists and aren’t able to find angles that journalists will be interested in.

One of the people we spoke to was a former journalist. Now, PRs are often told that journalists hate receiving phone calls from PR people, but this chap made a point of saying that the most effective way of reaching journalists is by phone.
We speak to journalists every day, and we find that it’s by far the best way to get their attention and to establish a conversation about what we can provide them with which will benefit them and be of interest to their readers.

There are occasions when we approach journalists and the story we’re pitching isn’t of interest to them at that time. The conversation gives us an opportunity to find out why and discuss whether another angle of the same topic might be more relevant. Alternatively, it gives us the inside information on exactly what kinds of stories they’ll be interested in so that we can bear it in mind for the future. Then, rather than waste their time pitching things they aren’t interested in, we can find the perfect story for them.

It’s true that not all journalists want to hear from PRs, but the main reason for this is that many PR people pitch inappropriate stories without having an in-depth knowledge of the publication, thereby wasting everybody’s time. A little bit of research goes a long way and the majority of journalists do actually appreciate a carefully considered pitch from PRs – after all, journalists couldn’t do their job without PR people and vice versa.

Additionally, if you’re passionate about the subject you’re pitching to them it will come across on the phone. Communicating that passion is not so easily achieved by email.

It can be a nerve-wracking process, but as with everything, practice makes perfect and when you get a ‘yes’ from a journalist you’ll find it’s well worth the effort!