By David Jenkin

Symbiosis

“A strange relationship can exist between public relations officers and journalists,” says former journalist Graeme Shackleford, “One in which each sees the other as a necessary evil. This often has little to do with individual personalities, and is usually a matter of approach. An old adage tells us that honey catches more flies than vinegar does, and this is something that can be applied by PRs when trying to get the best possible response from journalists.”

In other words, attitude plays a key role in shaping that relationship, and the fruit that it bears. Approaching a journalist with the wrong attitude can result in a soured relationship, even if both parties continue working together. The result could be that an event or press release becomes a far lower priority, or the kind of coverage it receives is less than ideal.

Tips from a journo

Shackleford has some tips to offer from a journalist’s perspective to prevent that scenario from arising. “Extend event invitations and coverage requests timeously,” he says; “Journalists’ diaries fill up quickly, as most work to daily, as well as weekly or monthly deadlines, so make sure they are aware of your request well in advance.”

While PRs are in the business of selling, journalists are the in the business of reporting facts, he says. “Keep this in mind when an 800 word press release is hacked down to a few words before going into print as a factual report, and not as a glowing review.”

He says that PRs make a big mistake by asking for front page coverage, and they’re unlikely to receive it. “Front page space, unless it’s paid-for advertising, is usually reserved for the story that will have the greatest impact on the publication’s readership. Most publications limit this to hard news, crime, and sometimes community news.”

“Cheque and prize handovers are all very nice but they’re seldom considered newsworthy. Rather arrange for photos to be taken, and then email them, along with a brief write-up about the event, to the relevant journalists.”

With regards to submitting photographs, he says it’s important that the image is a suitable resolution for publication, and that the names and surnames of the people in the picture are included unless the group is especially large.

Tips from a PR pro

Anyone who has worked with journalists for long enough will naturally be able to offer some tips on how to maintain a cordial relationship. Sheryl Thiel, senior account manager at Stratitude, offers some practical tips from her experience.

First and foremost, she says, when submitting an article, ensure that it is relevant to the publication and the journalist, and that the article is well written and not too long. The journalist will want to know what it’s all about without having to read the entire piece, so include a subject line or descriptive headline. Also, attach an appropriate image (and/or logo) so that the journalist doesn’t have to come back and ask for it.

“It really helps if you take the time to call the journalist and introduce yourself – tell them which clients you have and ask the journalist if there may be any specific info or angles they may like to cover on a specific topic,” she says. “Build a relationship with the journalist and if they contact you for any info, ensure that you get back to them as soon as you possibly can.”
Her final point is to always thank the journalist for publishing your article.

Diva journalists

Sometimes a PR professional can tick every item on the list and still be dismissed. The demands of the trade can put journalists in a bad mood where any slight can result in them clicking delete on a PR’s email.

Khidr Suleman writes for PR Week about what is possibly the most nonsensical piece of advice for PRs from a particularly agitated journalist, who tweeted that he had blocked 24 PRs that day because they had begun their emails with what he termed “the lying obsequious stupidity” of ‘hope you’re well’.

“Don’t get me wrong, PRs aren’t perfect but neither are journalists,” Suleman writes, “Both need to do more to improve the working relationship … Most journalists have no clue about the demands placed on in-house or agency teams and think that PRs are simply employed to sit at a desk and fire off press releases. They don't understand the dynamic between agencies and their demanding clients or the long hours involved in planning and executing events and campaigns. And if they did, most journalists would realise it's a minor miracle PRs remain so chirpy.”

Do you have any stories about working with journalists? Tell us in the comments below.