You are a small or growing business. As you contemplate your minuscule or challenging budget, debating, where your marketing spend should go? You think about PR.
Of course; MARKETING is a holistic process; a process which requires a significant number of skills and common sense. However, communicating and promoting your business, Public Relations or PR is a viable option when it comes to reaching a mass audience cost-effectively.
The world of PR can come across as a minefield, a space difficult to navigate and grasp. However, once you get to grips with it, the rest is down to persistence and patience.
Here are seven things to expect from journalists:
1. Your timetable is not their timetable. There will be times when a Journalist will contact you to feature you in a piece. After you have rushed to send them the information they need, it may be possible that you will not hear from them for a while. The reason for the lack of communication can be ten-fold, however, a couple of gentle reminders, every fortnight can be permitted; after that point, leave it and move one. Ironically, journalists are not always the best communicators. (In my opinion, there is an irony in the fact that journalists will not always tell you that an article is published). That said, do not take it personally.
2. Set up Google Alerts for notifications about when people mention your company name in articles.
3. Regularly check when a new issue of the publication is coming out or goes live.
4. Follow the journalist on Twitter
5. They have a boss. Journalists usually have an editor who is their boss. The editor does precisely that – edit the publication. Therefore, a story can be rewritten, dropped or pushed back, depending on the direction of the magazine for that period.
6. The journalist is writing for their readers. Always keep in mind that a journalist’s primary focus should be their reader. Therefore, when the journalist is interviewing you, their focus should be: “Is this of interest to my readers?”
7. Journalism is a job. As with most jobs and careers, you have good and bad practitioners. Your job is to understand that you are working with individuals, with their own lives, experiences, and perspectives. You will encounter good and bad journalists.
Those are seven helpful tips, which hopefully will take the edge of your anxiety when you are working with the media.
Next time you are working with a journalist, keep these tips in mind, and hopefully, you will find the process a lot less stressful. Let us know your experiences with local or national press?
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