Dreaming of down time

I’m writing this from Wales where I’m staying with my dear friends S & L who recently left London to live out their countryside dreams. I’ve woken up to birdsong and the view from my window is a square of trees. Dreamy. The stay was supposed to be a little break (aka no work) but perhaps that was always going to be impossible. As a freelancer, I find taking time off a huge challenge. During these few days in Wales, there's been a newsletter to write, an interview with the Met Office, emails to answer, a brainstorming session between a journalist and an eco organisation to organise, a BBC World Service radio programme to edit (and a lot of this I tried to sort out before my trip but it wasn't meant to be). Shall I go on?

Although I'm in Amsterdam A LOT, it’s never a holiday, while my trip to Berlin in July involved a workshop and a hotel review (ok, the latter wasn’t too enduring). I think my last few consecutive days off were over Christmas.

In her newsletter last week, journalist Anna Codrea-Rado wrote about how perhaps we should incorporate more breaks into our daily lives rather than focusing so heavily on the big holiday every year. This I can do. I definitely take time out of my daily life to exercise, head down to the beach for a swim, go on day trips, volunteer, and catch up with friends. But as a freelancer, it's hard to down tools completely. Do you agree?

Learning when to stop emailing a journalist

Every now and again I have to ask a PR to remove me from their mailing list. The request doesn’t give me any pleasure, but it’s often a last resort after receiving too many pitches that I wouldn't cover. I could block them (and sometimes I do) but sometimes I prefer to send through a polite request with a reason so they know why their emails have gone unanswered and perhaps it helps them understand why it’s better to target journalists (something I bang on about in my workshop and course).

I was reminded of this when I saw a journalist publicly flogging a PR on Twitter last week after she posted that she had been repeatedly sent emails about pregnancy and babies which she didn’t wish to receive. I too have asked PRs not to send me emails and then weeks later, they’re back at it. Now I know some of this can be put down to all manner of tech systems and media databases, but if a journalist is telling you not to email them, please do everything you can to respect that. It’s rude to continue emailing when someone has specifically gone out their way to tell you not to, especially about subjects they may find sensitive. However, I will say, there’s always the block button which I am also partial to when a barrage of unwanted and irrelevant emails fly into my inbox.

ps I continually work with AMAZING PRs and have bigged up PRs on here. Also, I'm well aware what a nightmare some of us journalists are too.

Are You Making Journalists Jump Through Hoops?

One of the most common questions in my workshops is how to build relationships with journalists. Key to that is simply being great at your job. For instance, here's not to do it:

Recently I sent an email to an in-house PR recently asking if more people had joined said organisation as a result of the pandemic or environmental issues. Instead of explaining in a line or two she sent me a link to the company's latest report- which I had to fill in a form to download and tick to accept to receive further correspondence from them and be added to the mailing list (there was no way round this so I emailed her back just asking for the report as an attachment). I then read the report which highlighted that membership had increased but within the stats there was no explanation as to why. I had to then go back to ask if they thought it was down to those two reasons, and she replied asking how much time she could have to respond.

A very weird dialogue. You'd expect the PR manager of such organisation to be able to just share anecdotally rather than sending you to a form and then pointing you in direction of a report which failed to answer questions. I simply wanted to know if the query was correct so I could inform my editor.

I'm still waiting for answer to a simple question.

I mention this as how you work with journalists means everything. Creating an easy and simple dialogue and answering questions quickly, means we would want to work with you again. Extending the process out, being uninformed (I wasn't looking for a quote) tells the journalists that is going to be hard work.

It also highlighted how much I appreciate it when I work with on-the-ball PRs and businesses. So thank you to all you out there that make our lives so much easier.

Thanks

Susie

I'd Love Your Help To Keep My Newsletter Going

Photo by Jon Tyson

Hi everyone,

More than a year has passed since I started writing this newsletter a couple of months after outbreak of Covid-19 here in the UK. Created at a time when I lost a lovely regular Guardian slot and saw much of my work disappear including my in-person workshops, the newsletter has continued to give me a sense of ownership during what's been a rollercoaster period. 

The newsletter has evolved over the past year - in content and subscribers - but with that comes commitment. Kudos to anyone reading who has a newsletter; you'll knows how much time can be spent on each edition (not forgetting the backend work, which I pay someone to help me with). Recently I've had to think about its future and I've come to the decision that I need to make the newsletter financially viable and part of a sustainable business model.

I know from the stats and the messages and support you've shown me, whether that's on social media or direct to me, that most of you read the newsletter (phew!), and importantly, enjoy the newsletter and find it useful.

This has led me to the decision to launch a paid-for newsletter. Don't worry, though, the free newsletter will continue to be published every two weeks but will be a slightly trimmed down version of what you've been receiving. At the same time, paid subscribers will not only receive the newsletter but much more content from me and other journalists on how to secure press coverage and build relationships with journalists land in their inbox (including two forthcoming FREE webinars with The Drum and Digiday), plus 10% off my Lessons from a Journalist course (saving £19.99), and a free copy of my 17 Insider Tips on Pitching to Journalists During Coronavirus ebook, and discounts on any further events.

I hope many of who are able to and in a position to will be able to pay to receive extra useful content from me, which will help make the whole of the newsletter more viable. In doing so, you are also supporting me and my journalism. As you know, the industry is taking a battering, but your support means I can also spend more time creating purposeful journalism.

How you can help the newsletter continue:

Subscribe to the paid newsletter. For the price of a couple of coffees/green teas (or whatever your tipple is) or a cinema ticket per month, you will receive:

• Access to more exclusive and insider PR tips, opportunities and need-t0-know news and content from me - including how I source my case studies - to help you understand what journalists want and how to land the best press coverage for you or your client

• Interesting and informative guest posts from other journalists to help widen your perspective on securing media coverage and understand how to pitch them

• Two FREE webinars with The Drum and Digiday editors

• Discounts on future events and 10% off my course

• Heartfelt gratitude that you're helping the newsletter continue and you're supporting journalism

• (PS don't forget that you should be able to claim it as a business expense.)

How you can help me for free:

• Share this newsletter with others. Could you forward the sign-up link to your team, your friends, and post about it on social media? It might seem small and it doesn’t cost a thing, but it’s a HUGE help for me. 

• Tell me how this newsletter has helped you. If this newsletter has ever helped you in some way, please let me know about it either by replying directly to me or adding a testimonial to my social media channels.
   

Thank you for your support.

Have a great rest of the week.

Susie

When You Shouldn't Email A Journalist

Photo by Brooke Cagle

It can happen at 9pm on a Friday night. 12pm on a Sunday. 4pm on a Saturday. What's happening at these leisurely and sociable hours, you might ask? Yoga? Drinking with pals? That might indeed be the case, but what I'm specifically referring to are emails from (some) PRs and founders landing in my inbox. A press release about a new flavour of popcorn. A campaign that's about to launch. Perhaps a guest post pitch. These aren't stories for the national news desks who need solid news trickling through on a weekend. These are emails that can definitely wait until working hours. (They're also mainly irrelevant for me, but that's another newsletter.)

Now, I'm not going to pretend that I haven't done this. I used to send emails at unsociable hours. I didn't have a 'send later' function on my email account, and I'm not sure I still do. With a slew of deadlines, I would work over weekends, contacting PRs and founders, firing over requests for interviews or more information. At the time, I didn't even question my behaviour. I thought it was completely fine. 

But over the past couple of years, I've reined this in. I realised I was feeding into a system we've created where we're 'on' all the time and never stop. Chained to our emails, when one pops up in your inbox you want to respond (or at least read). And that's what my former self and many others are doing: feeding into a workaholic culture when it's completely unnecessary. And so now I prepare and save emails in drafts, ready for the next working day.

I know it feels hypocritical to talk about this when journalists contact businesses at all kind of hours. Although when you're on a news desk, this is what you do. Obviously if you're already engaged in a dialogue with a journalist, fire your email off to them. Or set your own boundaries early with them. But for anyone sending out enquiries on a Saturday or a pitching a freelance journalist at 10pm, maybe think twice before you press send.

Have a lovely rest of the week.

Susie

It's celebration time

Photo by Erwan Hesry

Hi everyone,

I hope you're all very well.

Celebration time is in order as this newsletter turns one next week! What started as a last-minute decision to throw into the void a newsletter demystifying the journalism industry and helping businesses and PRs understand the media more in the midst of the pandemic in April 2020 has led to a regular newsletter with thousands of readers and heartwarming engagement stats to boot.

Over the course of the past year, I've covered subjects such as how to build stronger relationships with journalists, the devastating impact of the pandemic on the industry, pitching, racism in the media, my advice to a budding young journalist, an exclusive interview with former female prisoners in Myanmar, and so on. I hope it's proved a useful resource.

So what's next? I'm bouncing around a few ideas on where I'd like to take the newsletter which of course I'll keep you up to date with. What I would love to know is what subjects would you like covered in the next year?

Also, fingers crossed, I'm hoping to restart my face-to-face workshops in the autumn. I'd love to return to gallivanting around the UK (and further afield when the time feels right) and meeting some of you. Please let me know if you're part of a group in an area that would like me to hold a workshop. What would you love a webinar or workshop in? What are your press coverage struggles right now?

Finally, I wouldn't have continued this newsletter without you. Thank you so much for your support over the past year. Thank you for sharing the newsletter with others so it can reach a bigger audience (you can do that by sending people this link), for writing testimonials on my social media pages, and for your lovely emails. It is all so so much appreciated.

Thank you for reading and your continued support.

Enjoy the long Bank Holiday,

Susie

Please don't pitch us this way...

Hi everyone,

There it goes. Another DM flying into my Twitter inbox. And then hours later, another. Unfortunately, these aren't messages about prospective work gigs or DMs from past lovers. Instead, they're pitches from PRs and businesses. I look back at my Twitter profile to see where I mention that I'm open for pitches on the platform. I rewatch my webinars to try and find where I highlight this as a tip. I look at my website and see if a hacker has removed my email address. 

I'm being facetious and I know many brilliant PRs and founders would never dream of pitching through Twitter. But for some reason, my Twitter inbox is being increasingly deluged with pitches. As I write this, a Twitter DM comes in following up on a pitch sent to me on Twitter the evening before. I've also noted that increasingly PRs are responding to ResponseSource not through the media platform but via Twitter.

Unless a journalist has flagged up on their Twitter that they are open to tips/pitches through the platform, you know them, or you've heard through the grapevine that they're open to DMs, please refrain from jumping in Twitter inbox. I know we can be difficult to get hold of, but for me it's doesn't bode well for a strong relationship. Our email addresses tend to be easy to find. So please, stick to good old fashioned email.

Have a lovely rest of the week.
Thanks

Susie

My resources for helping you improve your press coverage:

You can watch my FREE Twitter webinar How to Tweet Your Way to Media Coverage (if you enjoyed it, I'd love it if you could share it on social media and any groups you're on).

Read my (free) How to Pitch to Journalists During Coronavirus and 17 Insider Tips On How to Pitch to Journalists During Coronavirus (just £5) ebooks.

Take my in-depth course Lessons from a Journalist: How to Secure Press Coverage - This is half price for anyone who has taken my workshop or webinar - just email me for the code.

Check out my pre-recorded webinars.

Organise a brainstorming session with a journalist, an overhaul of the copy on your website with a copywriter, or any other content such as blog posts or an award entry, through my network of professional writers.

Reserve a Power Hour with myself or another journalist.

Explore booking a PR for a short or long-term project. I have many I can recommend.

Is This The Right Way To Keep Journalism Alive?

Photo by brotiN biswaS

Hi everyone

There was much derision at Rolling Stone magazine's announcement offering people the chance to write for the magazine – for $2,000.

The magazine has set up Culture Council, "an exclusive community for visionary leaders" who, after passing a vetting process and stumping up an annual fee of $1,500 plus $500 upfront, will have the “opportunity to publish original content” to its website and become “thought leaders”.

Its website goes on to whip up interest by adding that such “thought leaders” would “join a vetted network of innovators in the multi-faceted entertainment industry who are doing inspiring work”, adding that “each member adds a unique vibe and perspective to the community”.

Each person will be able to set up a member profile, featuring their bio, company description, and areas of expertise.

Rolling (pun intended) my eyes at the nauseating copy, it goes on to say that these so-called thought leaders will “get direct access to a living, breathing think tank – a crucible for the visionaries of our time”.

With a feeling that now anyone can claim to write for Rolling Stone, critics are outraged. However Rolling Stone has insisted that people are vetted and it's created a dedicated editorial team to help polish the words that pass through its gates.

Does it weaken the Rolling Stone brand? Pimping out a slice of the well-regarded title to those with the biggest pockets probably may devalue it slightly in the eyes of its loyal readers, who may feel stung that only the rich amongst them can contribute to their favourite magazine. But from what I understand, it sits separately on the website and it should be clear that the articles haven't been penned by its in-house journalists or freelancers. This style of publishing is similar to Forbes’ membership councils where you have to pay to join.

While thought leadership posts are generally unpaid, paid-for content has been propping up publishing for years. Whether we pick up the Guardian or The Telegraph, chances are we'll see (clearly marked) branded content. 

In an ideal world our most valued newspapers and magazines would be free of advertising, and we'd listen to radio without hearing an annoying ad. But unfortunately journalism is underpaid and underfunded, and many publishers are on the cusp of going under. We saw popular music title Q magazine fold last year after 34 years. NME stopped printing after 66 years. Shortlist was axed.

Do we want our magazines to find new ways of survival if not enough people are willing to pay for journalism and advertising revenue isn't stacking up? 

 Have a lovely rest of the week,

Susie

Don't ignore this segment of journalists

Photo by Mikey Harris

Hi everyone,

While not exactly The Devil Wears Prada standards of glam, working as a staff journalist can certainly bring its benefits: I can happily recall deliveries of Fortnum & Masons hampers, Krispy Kremes dropping every week from agencies, and packages of chocolate, books, clothes, and various other gifts landing on our desks.

I was about 24 when I entered journalism, starting my career as an editorial assistant on a salary of £18,000. I might have been living on a budget but when it came to work, I was in a privileged position of choosing which restaurants I wanted to meet a PR or founder at. And so began a chapter of breakfasts at The Wolseley or Charlotte Street Hotel, lunch at Yautcha or Andrew Edmunds, and partying on an evening at private members clubs or in a box at the O2. That wasn't my average day – we did have a magazine to get to press and we worked bloody hard – but the glitz, the glamour, and the fun were certainly there in rich abundance.

However, something happens when you go freelance. The lunch offers dwindle. The gifts stop rolling in. It's like you fall off everyone's radars in that sense (but not when it comes to pitching). It's a funny world as even if you're working for a variety of titles including the nationals, PRs and founders stop trying to build relationships with as much vigor. Now I'm certainly not asking anyone to start playing the violin or suddenly shower me in gifts; I understand, peering back with a new lens a decade or so later, that the level of consumerism was probably all a bit too much.

But I bring this up as we're in the height of the Christmas season and perhaps you're sending the odd card and gift to in-house journalists and editors. But also have a think about the freelance journalists you've worked with this year. Many self-employed journalists are struggling even more this year as a result of budget cuts. So could you send a little treat to a freelancer in your sector that you've worked with a few times this year on a campaign? Or a freelancer who continues to quote you? You could email them asking them if you could send them a little gift of your or your client's product (if that doesn't work you being some kind of tech solutions tool, perhaps some chocolate, a mulled wine kit, or a donation to their food bank?). The journalist might say no (many are cutting back on things they don't need), or they might just say yes – and you might put a smile on their face. What you will also do is put you on their radar. It doesn't mean they're going to write about you necessarily, but spreading a little kindness is all part of nurturing relationships.

Enjoy the rest of the week,
Susie