Top tips for a successful journalist sell-in by Rhiannon Williams, Zen Communications
Author: Rhiannon Williams
Last Updated: 1/4/2010 6:52:43 PM
Summary
You have spent a great deal of time and effort developing an article or feature and the next stage is to sell-in to a journalist and persuade them that it would be perfect for their publication. How many people though fall at the very last hurdle?
Article
Pitching a story to a journalist can be a daunting experience,
particularly when doing it for the first time. As a PR
professional with experience dealing with journalists from all
backgrounds, I have put together some 'top tips' to help you liaise
with the media and maximise coverage opportunities.
• Know your lead times
Different publications work to different lead times and knowing
this is vital if you are going to have any chance of securing that
piece of editorial.
Daily newspapers, for example, usually work 1 to 2 days in
advance, unless it is a breaking story. National lifestyle
magazines on the other hand, usually work up to 3 or 4 months in
advance, so will be looking to write their Christmas issues in
July/August.
Don't, therefore, call a journalist at Good Housekeeping in
December with a great new festive food idea - they will be
focussing on Easter bunnies by then!
• Do your research
Make sure that the article you are selling in is relevant to the
publication/journalist you are contacting. Find out exactly
what they cover, how and for whom.
Don't, for example, call the editor of Grazia with a great story
about a brand new 'all-singing, all-dancing' electric men's razor
on the market - it and its audience won't be interested.
If you have a story perfect for a beauty page, do some research
into your target publications to double check they actually have
one!
• Be prepared
Prepare what you are going to say before picking up the phone, and
make sure it is succinct and to the point.
A journalist may get hundreds of calls a day and you need to
make sure that you grab their attention in the first few
seconds.
Don't start the conversation by asking them if they have had a
good weekend - journalists are very busy people and don't have time
for small talk. Get straight to the point by saying "I have
information on a great new product..../I have a fantastic story of
a local woman who becomes hero...."
(A relationship with a journalist is built over time, so once
you have established rapport and trust, then talking to them about
their weekend will be all part and parcel)
• Don't hassle
By all means, call the journalist before sending your article so
that you can confirm their email address and to let them know to
expect it.
Don't, however, call immediately afterwards to check they have
received it, or two days later to check that it will definitely be
going in - that could seriously be classed as stalking!
Do call, however, if you have further information or an update
on the story, which may be of interest to them.
• Don't be offended
Don't take it personally if a journalist edits your copy.
Most journalists will cut the words you lovingly slaved over to fit
their specific story or angle.
• Be careful
Journalists do not understand the term 'off the record'.
Never tell a journalist anything that is confidential or
secret, even if they are nice to you and promise you great things.
If you let slip a juicy nugget, I promise you, it will be
tomorrow's headline!
• Remember it's two way
A journalist needs you as much as you need them. Every issue
of a newspaper or magazine needs to be filled and to do this, a
journalist is reliant on good stories. Why would a journalist
spend time researching and writing a story, if they could have you
doing it for them?! Just make sure that what you send is worth
their time...
The Author
Rhiannon Williams is PR Manager at Zen Communications, a
specialist PR and communications consultancy based in the Midlands.
Rhiannon has a Masters degree in Journalism and her
consultancy experience covers specialist areas including business
to business development, commercial and residential property,
regeneration and food and drink.
For any more advice and guidance, call Rhiannon on 01691 610689
or email rhiannon@zen-communications.co.uk