Building good relationships with journalists is a key part of working in public relations. It can help you to really build your earned media coverage, and can even make your day-to-day working life all the more pleasant. It doesn’t have to be hard or scary, but how do you do it?
4. Cultivate genuine relationships
Cision, the PR and communications platform, recently released their report about how to win over journalists, and there are plenty of helpful tips in there. They surveyed over 3000 journalists across 19 different markets to gain a real insight into what works well for them, and what you can do to make their life easier. I’ve broken their tips down and explained them a little further in this blog, with some extra tips and tricks from BlueSky added in too.
The majority of journalists in the survey expressed their interest in press releases, news announcements, and industry reports. Proving yourself as someone who can deliver valuable information, resources and access to the right people is an excellent first step. And, it always pays to know that press releases are still a great way to do PR!
Outside of this, at BlueSky, we advise that you always know what format the journalist will be interested in. Do they specialise in commissioning opinion articles? Or are they interested in speaking with students or alumni to inform their own articles? Then make sure that’s what you offer!
Alongside the general idea of giving them what they want, it is equally important to know what they don’t want…
As you can imagine, receiving a barrage of emails from someone, none of which are relevant to you, would get quite tiring. In fact, 77% of the journalists from the survey agreed that it is the most likely reason for them blocking a communications professional.
Shockingly, 73% of journalists stated that only 0-25% of pitches they receive are actually relevant to them. And whilst you might want to pitch far and wide, the likelihood of a pitch to the wrong person being picked up is next to nothing. Alongside less results for you, you’re actually damaging your own reputation by not doing your research, so don’t be that person.
Then, 62% of journalists said they were provided with incorrect or un-sourced information.
So, do your homework! Don’t throw pitches at the wall and expect that they will stick. Spending time looking into the right journalists will make a world of a difference. And, if you’re providing information - make sure you’ve fact-checked it. Although mistakes can happen, it’s best to try and avoid them. Pitching is a skill, and mastering it will help you to tick off your goals, one by one.
Journalists tend to be working with strict deadlines and huge workloads, so understanding and respecting their deadlines was something that 47% of journalists cited as a way for communications professionals to make the life of a journalist easier.
Meanwhile, being able to offer relevant experts for comment or interviews was the top reason (52%) respondents claimed communications professionals can help them out.
When you do have success with a journalist, and if you have agreed on an article, interview, or anything else, keep them updated if something changes. 27% of journalists said that last minute cancellations were another source of disappointment for them. Of course, sometimes things happen that are out of your control, but don’t ghost the journalist. Let them know, and hopefully you will find a solution together.
And, perhaps most interestingly, 46% of journalists said that they love getting new ideas, so if you have something fresh or unique - go for it!
The fourth, and perhaps most important point to note, is to build relationships with genuine intentions. Journalists in the survey repeatedly mentioned how much they prefer it when someone puts real effort into a working relationship, and not just to get what you want.
Building those lasting relationships can take some time, but having friends in the industry is never something you will regret. How nice to have a friendly face at an event, or to know for certainty that you can be of help to each other? And although the post-pandemic remote working world has changed how we work, we’ve also never been more connected, so utilise that!
At BlueSky Education, we’re confident in our work, and we keep all of these things in mind at all times. We take the time to research journalists to make sure our clients are being put in front of the right audience. Utilising the data, research, events and a plethora of other items that you share with us to secure fabulous coverage is what we do. And after all, good PR is about more than just the coverage. Good PR has an impact, from helping to attract students and even more high quality faculty to your school, to much more.
This Cision report is a reminder of the background work that we communications experts do every day. And if your school is not yet benefitting, why not reach out to us? We’d love to add some of your expertise into the mix!
Georgina is a friendly and dedicated PR professional, committed to producing and sharing compelling stories that achieve impactful results for impressive clients such as EHL Hospitality Business School, ESSEC Business School, Asia School of Business, and many more around the globe.