The document discusses challenges with modern media relations and provides tips for improving PR strategies. It notes that good ideas are central but must also be newsworthy. It recommends tailoring pitches to specific journalists or publications rather than spraying pitches widely. The document also advises being transparent about exclusives, providing additional materials like case studies or images with pitches, and learning to say no to unreasonable media requests in order to build strong, honest relationships with journalists.
16. The vast gulf between the good operators who
are across their briefs and tailor their pitches to
the right journalist/publication, and the ‘fast food’
PR pitches who just shovel out as much as
possible has grown over the past few years.
18. ‘A catalyst for the formation of the CLIENT
x years ago was the need for adequate
X services in X, and XX years on the
CLIENT continues to advocate for X, with
the critical issue the focus of this year's
annual X Week campaign.'
21. It can't be overstated how annoying it is
when people send out pitches about
stories you do not, and have not,
ever covered.
22. “[The most annoying thing is] receiving
irrelevant pitches. Even though it only takes a
second to delete it, if you get that kind of
deeply irrelevant pitch it puts a black mark to
that person’s name and is a bad reflection of
them and the way their agency operates.”
23. Spray and pray is the fastest way
to stunt your relationship with a
journo
29. I really wish PRs would be more transparent
about exclusives or interviews they may have
already promised for another publication…
Don’t freeze us out because you’ve got a story
promised for a sexier publication.
30. Dishonesty and transparency around offering
stories/angles to publications, without telling
them that ‘X publication is publishing it first
and you can have it after that.’
32. “Don’t send out a press release with quotes
from someone who’s not available for
comment. Send hi-res and low-res images.
Don’t follow up release immediately with a
phone call.”
36. Go beyond the press release:
Newsjacking
Case studies
Guides for media
Infographics
Q&As
Background material
Bylined articles
Research
Expert commentary
Provocative or compelling statements
38. “Can I check the piece first?”
“’They don’t think that headline is flattering. Please change the wording to XYZ.”
“Can you include more product information or technical information?”
“Why haven’t you included this / the full quote?”
“I know you’ve already published the opinion piece, but we have some additional
edits.”
“I know we’ve already publicly announced that information on social media, but
we don’t want it included in this story.”
“I know they said that in the interview, but can you change their quotes?”
“They’ve decided they don’t like their headshot. Please change the photo.”