In order to be really effective in your publicity campaigns, there are certain details that could be very useful to you, if you knew them before you started pitching your ideas to journalists.
Almost all PR practitioners work with the same basic information about the media, except some who have built good working relationships with specific journalists. Their task is made so much easier, because these publicists are able to get their message through much more easily to journalists who trust the source of information.
But how do you start to build a positive relationship with a journalist when you don't know anything about his or her pet hates or contact preferences? These are just some of the intelligent bits of information that could really set your PR pitch apart from the hundreds of others.
In fact, with the enormous rate of change in the media industry, most media databases (whether bought or updated internally) simply cannot keep up with the constantly changing details. So when even your basic information (such as contact details and staff position) are unreliable, you're already far on the back foot.
The most successful publicists move beyond building media lists and focus on building relationships - this is, after all, what delivers the most success. And the most successful way of building relationships is by giving people what they want. In the case of journalists, it starts by knowing the answers to these questions:
What are your personal deadlines? Some journalists' deadlines differ from the overall deadlines for that specific magazine or newspaper.
What are your contact preferences? Most journalists prefer to be pitched via email, but others like to discuss the idea over the phone first.
What are the specific beats you cover? “Business” means nothing. Business beats vary from BEE to Innovation to HR and Tax. You need to get very specific and find the right people for the angle of your press releases.
What specific angles do you cover? By simply knowing that a journalist is a “property editor” simply isn't enough. Does it mean he covers industrial, residential or commercial property? Is it from a lifestyle, development or investment angle?
Any press release tips? Encyclomedia asks journalists if they have any specific pitching tips, formatting preferences or pet hates, in order to share that with their PR clients.
Other questions that Encyclomedia asks journalists include whether they have any upcoming leave (and who their replacement would be), plus finding out if the journalist does any freelance work for other media titles.
These details are included in every media database you customise using Encyclomedia's innovative media database service. Encyclomedia aims to help PR companies build relationships not lists, which is why the information is 100% accurate when you receive it (this comes with a guarantee).
Visit our PRESS OFFICE: Encyclomedia offers an excellent media database resource for the PR industry. This service provides 100% verified and custom-researched media databases, where you only pay for the contacts you actually need.- more....
Qualify with a Diploma in Communications Management from Vega which specialises in marketing and brand strategy.
The second semester commences on the 30th July and there are still a few spots open. Modules include: Principles of Brand Building, Market Information Management and Media Efficiency in Brand Building to mention a few.
Contact us on Jozi 011 326 3486, Durbs 031 266 2595 or iKapa on 021 425 7591. Vega The Brand Communications School
Africa's leading daily advertising, marketing and media news resource for the industry!
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