Comments on: Journos hate follow up calls http://strivepr.com/2009/11/08/journos-hate-follow-up-calls/ experts in digital PR and social media Fri, 05 Mar 2010 21:34:59 -0600 http://wordpress.org/?v=2.8.6 hourly 1 By: Startup Ottawa » Getting media coverage for your startup: making the pitch http://strivepr.com/2009/11/08/journos-hate-follow-up-calls/comment-page-1/#comment-21188 Startup Ottawa » Getting media coverage for your startup: making the pitch Fri, 11 Dec 2009 02:24:58 +0000 http://strivepr.com/?p=1772#comment-21188 [...] BUT the truth is a phone call is a much more personal touch and usually warrants great results (Others agree as well). Be sure to call in the morning as many journalists (especially at daily newspapers) spend the [...] [...] BUT the truth is a phone call is a much more personal touch and usually warrants great results (Others agree as well). Be sure to call in the morning as many journalists (especially at daily newspapers) spend the [...]

]]> By: sherrilynne http://strivepr.com/2009/11/08/journos-hate-follow-up-calls/comment-page-1/#comment-20965 sherrilynne Sat, 14 Nov 2009 20:49:23 +0000 http://strivepr.com/?p=1772#comment-20965 Heather, the point is that they say it drives them crazy but still it works. You just have to be smart and nimble when making the calls. Heather, the point is that they say it drives them crazy but still it works. You just have to be smart and nimble when making the calls.

]]> By: sherrilynne http://strivepr.com/2009/11/08/journos-hate-follow-up-calls/comment-page-1/#comment-20964 sherrilynne Sat, 14 Nov 2009 20:47:34 +0000 http://strivepr.com/?p=1772#comment-20964 Thanks Rich. You propose decent framework, especially for less experienced PRs. It's good to have guidelines to follow while you build confidence. Thanks Rich. You propose decent framework, especially for less experienced PRs. It’s good to have guidelines to follow while you build confidence.

]]> By: Heather Yaxley http://strivepr.com/2009/11/08/journos-hate-follow-up-calls/comment-page-1/#comment-20957 Heather Yaxley Fri, 13 Nov 2009 16:02:02 +0000 http://strivepr.com/?p=1772#comment-20957 The language identified by Rich is what I think it the real problem with these pre/post-release calls. As he says, a "pitch" is selling something someone doesn't want to buy. Unless you see PR as a cold-sales business, why adopt a tactic that you know drives the receiver mad? The argument that it increases the "hit rate" is the same one used to justify any junk communication. If your press release is something that needs to be sold - get a budget and buy advertising space. Journalists soon get to know the people and organisations that deliver valuable news and stories and those who are salespeople (often for rubbish clients). The language identified by Rich is what I think it the real problem with these pre/post-release calls. As he says, a “pitch” is selling something someone doesn’t want to buy.

Unless you see PR as a cold-sales business, why adopt a tactic that you know drives the receiver mad?

The argument that it increases the “hit rate” is the same one used to justify any junk communication.

If your press release is something that needs to be sold – get a budget and buy advertising space.

Journalists soon get to know the people and organisations that deliver valuable news and stories and those who are salespeople (often for rubbish clients).

]]> By: Richard Becker http://strivepr.com/2009/11/08/journos-hate-follow-up-calls/comment-page-1/#comment-20935 Richard Becker Tue, 10 Nov 2009 18:27:03 +0000 http://strivepr.com/?p=1772#comment-20935 The answer has always been to narrow the pitch, and confine them to great stories. Think of it like a tiered approach. This is oversimplified, but might help: 4. Save the non-news for social media. 3. Save the semi-news for releases, without a pitch. 2. Save standard news items as releases, with secondary offers of who is available to interview. 1. And save pitch for those times when the reporter has a reason to cover something or take part in a live. Limiting what you send where, how, and to whom can make all the difference in developing those relationships. As they develop, the entire process changes because the reporters will start to value the contact instead of thinking it's another pitch, specifically the sale of something they don't want to buy. All my best, Rich The answer has always been to narrow the pitch, and confine them to great stories. Think of it like a tiered approach. This is oversimplified, but might help:

4. Save the non-news for social media.
3. Save the semi-news for releases, without a pitch.
2. Save standard news items as releases, with secondary offers of who is available to interview.
1. And save pitch for those times when the reporter has a reason to cover something or take part in a live.

Limiting what you send where, how, and to whom can make all the difference in developing those relationships. As they develop, the entire process changes because the reporters will start to value the contact instead of thinking it’s another pitch, specifically the sale of something they don’t want to buy.

All my best,
Rich

]]> By: sherrilynne http://strivepr.com/2009/11/08/journos-hate-follow-up-calls/comment-page-1/#comment-20934 sherrilynne Tue, 10 Nov 2009 18:16:25 +0000 http://strivepr.com/?p=1772#comment-20934 Chris it seems you and I are not alone when we ring up reporters. See the comments above. Chris it seems you and I are not alone when we ring up reporters. See the comments above.

]]> By: sherrilynne http://strivepr.com/2009/11/08/journos-hate-follow-up-calls/comment-page-1/#comment-20933 sherrilynne Tue, 10 Nov 2009 18:15:04 +0000 http://strivepr.com/?p=1772#comment-20933 I had a some interesting feedback on this post via Twitter: @ABridgwater said: @sherrilynne Why not consider a PR call or email after we write something for once! PR people rarely seem to do that, they just move on. @ Vibroseis said: @sherrilynne I think you're right - but I think it's about technique - the unimaginative 'did you get my email' calls used to wind me up. I had a some interesting feedback on this post via Twitter:

@ABridgwater said: @sherrilynne Why not consider a PR call or email after we write something for once! PR people rarely seem to do that, they just move on.

@ Vibroseis said: @sherrilynne I think you’re right – but I think it’s about technique – the unimaginative ‘did you get my email’ calls used to wind me up.

]]> By: sherrilynne http://strivepr.com/2009/11/08/journos-hate-follow-up-calls/comment-page-1/#comment-20932 sherrilynne Tue, 10 Nov 2009 18:11:31 +0000 http://strivepr.com/?p=1772#comment-20932 I agree Matthew, in theory this approach should work. But in practice the journo usually just says..do you have something you can send me. Then you send along the release. Then you often have to ring again after the fact to close the deal. I think the overall message is horses for courses. No one rule fits all. I agree Matthew, in theory this approach should work. But in practice the journo usually just says..do you have something you can send me. Then you send along the release. Then you often have to ring again after the fact to close the deal. I think the overall message is horses for courses. No one rule fits all.

]]> By: Matthew Stibbe http://strivepr.com/2009/11/08/journos-hate-follow-up-calls/comment-page-1/#comment-20924 Matthew Stibbe Mon, 09 Nov 2009 10:53:30 +0000 http://strivepr.com/?p=1772#comment-20924 The call may work in terms of 'selling in' a story but, yes, they are intensely disruptive and irritating. Can I make an alternative suggestion? Instead of following up a press release, why not make the call BEFORE you need something from the journalist and use it to build a relationship, understand their needs and interests and generally make sure that your press releases will be well-received. This seems like it would take the same amount of time (or less) but is likely to be much more productive in the long run. Only one PR company ever took the time to do that with me, back in my old journalist days. Bless 'em. (PS Check out my new, FREE ebook - 30 Days to Better Business Writing - www.badlanguage.net/free-ebook) The call may work in terms of ’selling in’ a story but, yes, they are intensely disruptive and irritating.

Can I make an alternative suggestion? Instead of following up a press release, why not make the call BEFORE you need something from the journalist and use it to build a relationship, understand their needs and interests and generally make sure that your press releases will be well-received.

This seems like it would take the same amount of time (or less) but is likely to be much more productive in the long run.

Only one PR company ever took the time to do that with me, back in my old journalist days. Bless ‘em.

(PS Check out my new, FREE ebook – 30 Days to Better Business Writing – http://www.badlanguage.net/free-ebook)

]]> By: Chris Norton http://strivepr.com/2009/11/08/journos-hate-follow-up-calls/comment-page-1/#comment-20923 Chris Norton Mon, 09 Nov 2009 10:50:53 +0000 http://strivepr.com/?p=1772#comment-20923 Nice post, I completely agree with you. A series of follow up calls can increase pick up by a huge percentage. Otherwise your story can be lost in a void of other stories, sometimes the human interaction is what you need to really sell a story to a journalist. Nice post, I completely agree with you. A series of follow up calls can increase pick up by a huge percentage. Otherwise your story can be lost in a void of other stories, sometimes the human interaction is what you need to really sell a story to a journalist.

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