Last week I asked readers what they’d like me to cover in a webinar I was due to host this week. That’s now postponed for a fortnight but one request caught my eye: someone wanted to know how to avoid annoying journalists. Maybe oddly, I’ve concluded that a good PR person should be an annoyance occasionally.
Let’s just be clear before I get slaughtered: I’m not talking about annoying us for the sake of it, calling every five minutes (one PR company took to calling me every day when they’d issued a press release a while back, and that achieved nothing for them or their clients). But there are others who call when they have something distinct and useful to say and that’s welcome.
I’ve seen people on Facebook and elsewhere offering advice like: don’t call journalists. Don’t follow up a press release, ever. Don’t delegate journalist contacts to young women, older male journalists know what you’re up to (genuinely, someone hinted at this on a Facebook group only last week).
I have another suggestion.
Don’t forget who you work for
I get that I’m not going to win any popularity contests among some of my colleagues for saying this, but: who do some of these journalists think they are? We have the word “journalist” in our job title and this, to my mind at least, implies that people who believe they have interesting stories may get in touch.
Of course, “interesting” in turn implies that you’ve found out about my readership and what I actually write about. Scattergunning any old release at all journalists whether they’re likely to give a whatsit or not is counterproductive.
I speak to a lot of PR people, though, who listen to journalists chanting the “don’t call me” mantra but when you ask quietly they confirm that relevant press releases followed up by a call tend to produce better results than those not followed up at all. And the job is to get a result, not necessarily to butter up an insecure hack who has forgotten that he or she doesn’t employ you so their best interest is in friendly co-operation rather than in outright hostility. That doesn’t mean responding positively to every approach; it means declining politely when something doesn’t appeal, and giving a reason why where possible.
So here’s my guide to not annoying journalists. First, accept that some will always be annoyed. A handful are resentful of the fact that they need PR people at all, considering them somehow “impure”. Ignore them, they’ll never be happy with you. Focus instead on the politely responsive, and tailor your pitches; have an idea of where you’re aiming your story and why it will appeal. Be selective about when you call. If it’s after every release the call becomes white noise. If it’s only after the ones you really think deserve our attention, we’re likely to listen.
And difficult though it is, don’t let us get away with patronising you. You don’t work for us, we don’t work for you but we can share aims on occasion so an atmosphere of understanding the other side and its objectives will help everybody. If we’re treating you like an idiot because we think you’re 20 years younger than us, that’s our problem – journalists with that attitude probably think 40 is “young”.
Actually, now that I think of it, I wouldn’t mind being 40 again…