Excellent PR and communications, as in life and business more generally, is predicated on great working relationships. When you’ve got a news story to share about your business or something has gone wrong – it’s essential to have established a good foundation from which to launch.
I personally love meeting people for coffees, it’s a great way to find out what’s going on in the world and you never know where the next big idea is going to come from after all. These days though it’s often seen as a waste of time, but if you want to ensure your business is going to be represented fairly and accurately in the press, it’s arguably a very valuable use of your time.
Five ways to make the most out of meeting a journalist include:
1. Get a better understanding of their publication
Being targeted when selling your company and its news is essential – you need to understand your core audience and the publications they read. Anyone who works on a digital or print publication understands that particular publication inside and out. Which sections go where, what themes and topics are included in each, the type of interviewees they’re looking for and much more. Even if you read a publication everyday – they’ll still have more insight. So, ask them about it, because there’s always a section or column that is perhaps not always an obvious opportunity for you.
2. Find out what they’re interested in
It sounds obvious, but so few people actually ask journalists what they’re interested in. Journalists have a huge amount of depth of knowledge, speak to a lot of different people, keep a close eye on new trends, and longer lead titles often plan their year ahead. Many will share their forward planning calendars too. So, ask!
3. Don’t be afraid
So often, spokespeople or companies are frightened of journalists because, well, they can be brutal. Often people I’ve started working with have had their fingers seriously burnt. But in my view, they’re just people trying to do a good job (aren’t well all?), so keep that in mind and find out how you can help them. Don’t be afraid to have an open and honest conversation, they’ll value it far more and in all likelihood you’ll both get something positive out of it.
4. You’re an expert – so have a viewpoint
Journalists hate spokespeople who are dry, closed off and toe the company line. I, of course, advocate toeing the company line, but for a background briefing you need to give them a glimpse of why you and your company are interesting. It won’t always just relate to your company specifically; you are part of a much bigger industry after all. So, have a viewpoint!
5. Build a good relationship
Most people want to have a positive connection with a new or existing contacts – we don’t meet for coffees to get aggressive or catch each other out – we meet because we’re intrigued and want to find out more. At it’s best, everyone gets something out of it and at it’s worst, you’ve had a nice chat and good cup of coffee. Your goal is to make it a positive experience – because as the great Maya Angelou said, “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Victoria Fairclough is a PR & Communications Consultant at Fair Communications. For more information, please visit: www.faircommunications.co.uk
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