Public relations peeves

Having worked as a journalist in various newsrooms for almost a decade, I have heard my fair share of expletives directed at public relations professionals. While there are, of course, those who organise flawless photo shoots for lighthearted news stories and efficiently set up interviews, many don’t understand the time restraints on journalists. So, if you want to gain exposure in the newspaper and stay in sweet with an editor/ journalist, here’s what NOT to do:

• Fail to respond promptly. Yes, we are all strapped for time, but journalists are particularly hard-up due to our online and daily deadlines. The last thing we want to be doing is chasing up PR professionals who have thrown out a bone for a potential story and not followed through by producing the goods.
• Waffle during the pitch. As mentioned, journos are busy people, so the worst thing PR consultants can do is take 40 minutes to explain their “pot of gold”. Get to the point, fast.
• Provide inaccurate information in the press release. There is nothing worse than finding out at the last minute the talent is not in fact a WWII concentration camp survivor, but rather a friend of that survivor. Triple check the facts before sending the release to an editor or journalist. And if it’s a community newspaper you are pitching to, ensure the story is geographically relevant.
• Send through longwinded press releases. Editors just want the essentials. Keep press releases simple. If you are a business trying to pitch a story, speak to a professional (**shameless plug alert), about how best to convey your message. Ink Big Copywriting can help!
• Provide dull photo options. A strong visual can work wonders for the placement of an article in a newspaper. Be creative when pitching photos to accompany stories, or don’t bother at all.