Double Edge PR | Working with Media
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Working with Media

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03 Mar Working with Media

Posted at 06:48h in Uncategorised by admin
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One of the most important aspects, if not the most important aspect of working in PR is being able to work effectively with media. This isn’t a skill they teach you when you’re studying at university, it’s something you learn and develop by speaking with journalists working across TV, radio, online, newspapers and magazines each and every day.

So we asked a few key media for their tips and insights into how we, PR practitioners, can best work with them media:

  • Understand all the platforms under the media outlet you’re pitching to, if your story doesn’t suit the magazine it might be perfect for the app, website or podcast.
  • Do some research before you pitch in your story – such as finding out who is the best writer in the magazine to pitch to? What time does that radio show go live? (You don’t want to pitch to the producer when they’re on air!)
  • If your story isn’t breaking news it can be booked in weeks, or even months, in advance. News media (whether it’s online, print or broadcast) is driven by the breaking news agenda!
  • Don’t be afraid to follow up, while no journalist wants to be harassed they do admit they sometimes miss the occasional email. A friendly and polite follow up could make a big difference.
  • Pay close attention to your spokespeople, they are going to be the one sharing your messages. If they’re going on radio make sure they are articulate, remember TV is a visual medium and so your spokespeople need to pay attention to what they wear and how they present themselves. The more charismatic a person is, and the more they know their stuff, the better talent they will be.

While every journalist is different and everyone has their own preferences you need to remember that the person on the other end of the phone is also just trying to do their job and sometimes that’s sorting through 200 press releases a day while trying to hit 10 deadlines. A little bit of understanding will get you a long way.

For more tips on how to work with media jump across to our latest Networx blog http://networxevents.com.au/sydney/blog?Id=25160 and read all the tips our media panel gave at our recent Media’s Toughest Gatekeepers Networx event.