We
all make judgements in seconds.
It could be someone’s
appearance. It could be the moment they open their
mouths. It doesn’t take long to make a great impression - or a
terrible one! When approaching the media – the same rules
apply.
A press release will provoke an instant
judgement. It has to look good, sound good and always be
accurate. Make the point quickly - four pages are never
better than one. If they want more – the journalist will
ask.
The more they trust you- the better.
Make the mistake of sending indiscriminate and
poorly written press releases and your reputation will take a battering
- and it will be harder to get the journalist’s attention the next
time.
The first few moments of a telephone call are
equally important. A bad PR firm will try to impart too much
information, take longer than one minute to explain the concept, (20
seconds would be better), ring at the most inconvenient moment and -
worst of all - not be able to answer questions about the client when
asked.
One size does not fit all. You
should always know who you are talking to. A good PR operator
will know where the client would fit in, and be prepared to adapt the
story to every type of media they approach.
In fact
a recent survey showed that given the choice between taking a laptop or
telephone to a desert island – 81% of journalists would rather take the
laptop.*1 This could be because journalists often don’t have
the time to chat, and can answer e-mails at a time that is convenient
to them. That in mind, e-mail communication must be done
right. Large attachments which take ages to download are a
major no-no, and any e-mail requests from a journalist need to be
answered as urgently as a phone call.
It’s clear
there are times when only a phone call will do – but it’s worth
exploring all the options. And e-mails should always be
followed up with a phone call if there has been no
response.
Websites are equally important – the survey
showed 89% of journalists will routinely visit a company website when
writing about it.*1 That means it has show information clearly and
accurately. A confusing, old-fashioned or unloved website
will do your client no favours.
Good PR people know
the different needs of television reporters and stills photographers.
They will make sure the client is available when the press
release goes out. Sounds obvious, but there are PR agencies
out there who have not considered the needs of the press or their
client – and everyone leaves disappointed.
The best
will also have a good, regularly updates contacts book and keep in
touch with those in it!
A journalist's time is
precious and you won’t have long to make an impression – so use the
time you have wisely and do yourself a favour and get it right first
time.
*1 Online PR
Survey - conducted by Benchmark Research for Glide
Technologies.
For more information,
please contact Real PR on 01223 492130 or email info@realpublicrelations.com
