Featured Journalist: Marie Crowe
Every week we highlight an Irish journalist who is doing outstanding work in the Irish media. This week’s Featured Journalist is Marie Crowe, sports reporter and presenter with UTV Ireland.
As we commemorate International Cooperative Day tomorrow, we explore ways in which both parties can adapt their roles in order to be supportive of each other and thus build better relationships in their quest to inform the public.
The big question though is, how can these two parties cooperate and work together?
This is where cultivating the spirit of cooperation and genuineness helps both PR pros and journalists. How can PR practitioners display that, as well as get their client’s story before the eyes of the public?
Don’t force the issue
It won’t serve you well to try to force a journalist to be interested in your story. Following up with repeated voicemails and emails will serve only to annoy, as most journalists are extremely short on time. No journalist will cooperate with you if you’re too forceful.
Don’t wait until the last minute
Journalists have enough deadlines. Don’t burden them with ultimatums like ‘This needs to be released by Friday’ (and it’s Thursday afternoon). Rather, give them plenty of advance notice. Being cooperative includes being courteous to others’ time.
Respond in a timely manner
If a journalist picks up your release, make sure your client or source is available for further information. Nothing is more frustrating than waiting on someone just so you can wrap up a few loose ends.
Don’t be condescending
Subject lines like ‘You can’t pass this up’ or ‘I thought this would get you a byline’ will quickly get deleted and only make the journalist not cooperate with you in future. Get straight to the point in the subject line of the email. It will either stimulate interest or not, but don’t be patronising.
The value of PR professionals is not lost entirely for journalists. However, it may feel that way to some if a few basic courtesies are not followed;
Try to reply
Yes, journalists may receive emails in the triple digits every day. It just may not be possible to reply to every one. However, doing your best to give PR pros some closure will be greatly appreciated. And, who knows if down the road they might send you something you find truly valuable?
Give a hand
If a release lands in your lap that might not be your cup of tea, but is newsworthy, feel free to forward it to a colleague. It’s even better if you can let the sender know you have done so.
Be the nice guy
Remember that PR professionals are not out to irritate you or to spam you. They are real people trying to do their job. Be kind and professional when communicating verbally or through email.
The relationship between journalists and PR pros cannot only still exist, but it can thrive within cooperative boundaries.
Do you want to experience our media contacts database and see how our press release distribution platform works? Click here or call Gaye on (01) 2541845.
Five delusional brave members of the MediaHQ team are taking on Hell and Back on the 25 June. We will be shot with paint balls from hiding snipers, wading through mud pits, climbing ropes, enduring electric shocks and crawling through tunnels all in the name of ‘fun’. You can see what kind of pain we signed