Never ask a journalist to do this...

For those of you who haven't read about the absolute communications car crash that took the tech and PR world by storm last week (ok, a dose of hyperbole there), let me fill you in. 

Following a tense exchange during a podcast interview between Sasan Goodarzi, chief executive of Intuit, which owns TurboTax, and editor-in-chief of The Verge and host of the Decoder podcast Nilay Patel, Patel received a note from Rick Heineman, the chief communications officer at Intuit, calling the line of questioning and his tone “inappropriate,” “egregious,” and “disappointing” and demanded that they delete that entire section of the recording. Yes, really. 

Patel added: “I mean, literally — he wrote a long email that ended with “at the very least the end portion of your interview should be deleted"."

Patel then explained that The Verge has abides by journalistic ethics and doesn't remove content or make changes. 

You'd think Heineman might have then just left it. But no. He responded by asking that they “delete that which takes away from the conversation,” which he defined as “raised voices” or us “speaking over each other,” so that “listeners understand your question and the answer Sasan gave".

Instead, Patel wrote a separate article about the request and focused on that segment of the interview. 

Now, I’m assuming Goodarzi said to his PR, something along the lines of “Do whatever you can to remove that part of the podcast”. The PR might have tried his best to tell his boss this would be the wrong line of approach, that journalists don’t do this. But the PR should have stood his ground. 

But as a result of this exchange — which probably wouldn’t have gained that much traction outside of The Verge, it’s led to a separate article by The Verge and further coverage on Inuit’s response on other websites, plus traction on social media. It’s embarrassing for Inuit, Sassan and Heineman. 

There’s an extra point to be made here about the comms person perhaps not briefing the CEO correctly so they were ill prepared for that line of questioning. Hands up, I don’t know Inuit that well, but it appears that these questions should have been expected. 

I’m often asked by people (sometimes even PRs, though mainly, but not all the time, they're based out of the UK) to see if they can see the article before it goes live. I’ve had this conversation several times in the past week, in fact. I talk about this in my workshops, but no, unless it is a sensitive subject, such as an interview with a domestic abuse survivor, I don’t allow anyone else to see part/all of the article, check it and amend it before it goes live – apart from the publisher. If we want independent and unbiased journalism, then we certainly don’t want other people controlling and greenlighting the content. 

Of course, if it’s factually incorrect, politely tell us and we’ll change it.

Slow right down

I wanted to chat this week about the speed of talking in interviews. When a journalist is interviewing you/your client, of course it might feel a/ super exciting and b/ like you want to use the opportunity to reel off everything about the subject you're speaking on so you don't miss anything out.

But this can prove to be a bit of a headache for the journalist.

For my interviews, and for many of my fellow journalists, we’re often interviewing over the phone, or perhaps using Teams or Zoom, and most certainly with our earphones in and tapping away making notes on own computers or in a notebook (unless it’s a live interview, of course). What often happens is the interviewee speaks so quickly it’s difficult to type/write up what they’re saying and secondly, it’s hard to keep up and digest what they’re saying when they’re speaking at 50 mph, especially if it's on a subject we're not used to. Also, what often happens is people speak continuously, covering and switching between several points at once.

So, while the journalist will often ask for the interviewee to slow down, or repeat a point, I would advise anyone to speak slower and more concisely than you usually would. Pause. Breathe. Let the point sink in. Don’t rush to bring in lots of different points all at once or you could lose the journalist or the viewer/listener. 

Of course, there’s AI translation tools we could all use to make our lives easier but at the moment, most journalists are not using these on a daily basis when interviewing someone.

Cut out the jargon

Whether it's in your/your client's team, company, or even industry, there'll no doubt be certain terms thrown around that mean something to you all but to anyone outside of this world, it's meaningless. This was the case for me during a recent interview I held with a senior person at a company for an article for the nationals. Throughout the interview they used terms that no-one outside of their team or industry would know, prompting me to constantly stop and ask what those terms meant. There was one word that was being said through the interview that meant something most of us would understand to mean but when I asked a question at the end of the interview about the use of X, she said actually, that word wasn’t what was meant in the Oxford Dictionary. It meant something very different. It was only because I asked a particular question at the end that I then knew that. Otherwise the piece would have included it referring to its original meaning, not the one used by the company.

Whether you are sending over comments, writing a press release, or speaking to a journalist, remember to cut out the jargon and use plain English. Or, if when you are prepping your client, remind them. Also remind them not to sound like they're giving a sales pitch to a client with lines that don’t really say or mean anything, rather than answering the questions.

For example:

ME: How do you plan to use AI in the future?

THEM: “We want to explore all elements of AI to help our customers so we can continue being the leading technology provider in our field - our mission is to be the best provider for all of our clients.”

Yes, sometimes it really is like interviewing a politician.

Drop me a line if you’d like more information or recommendations about media training.

Here's what to avoid doing in media interviews

Generally, I love to chat. But when it comes to interviews, I’ll go through some level of small talk before cracking on with the interview. I had a situation recently where I was joined by several people on an interview on Zoom (not my ideal situation and I didn’t know the community manager was joining along, I’m still not sure why). Obviously there was a few tech issues to start with, and then after explaining the story, I was about to start the interview when someone suggested everyone introduce themselves properly. By then it was already about 12 minutes into the 30-minute call. The first person spoke about her background, where she had worked before. The next person spoke, again for a few minutes, so when it came to me I said, "Actually we’ve only got 15 minutes left. Could we move on with the interview?" (I had said who I was at the start of the call and explained the nature of the piece over email and the phone).  No, the next person also jumped in and shared their work history. Cue squeezing in a limited number of questions.

Another recent interview involved interviewing someone who wanted to share a lot of information on their backstory. Every time I jumped in to direct the interview back to where I needed it to flow, it went off in another direction. It was interesting but I spent about four times as long as I expected on that call. Now in this instant, she was a real life interview so I needed to build her trust and I could tell she wanted to explain more about background till she was happy to share the rest. 

But it made me think it might be worth sharing a few pointers to help you/your client when it comes to media interviews:

• Please be mindful of how much time you have. Spending 15 minutes on your backstory in a 30-minute interview is poor etiquette. Unless a journalist asks, don’t go overboard sharing your own backstory. Many a time I have dived into an interview and then the founder want to start at the beginning (none of which might have made the cut).  "For example, so when I was 15 I did GCSEs in, and then…". Make it succinct. A journalist will certainly stop and ask you if they need more on your backstory but honestly, giving us the whole working history (unless asked for), isn't needed.

• Don’t make your answers longwinded. Be succinct. Practice good soundbites.

• Listen to a journalist. If they’re trying to bring you back in, listen to their question – don’t continually go off on a tangent.

• Also, be wary of bringing facts too much into the discussion. I spoke to someone recently who kept pulling in statistics throughout the conversation. “Well, a recent survey of ours found 43% of customers.." and so on. We want anecdotes, not continual quotes with statistics thrown at us.

Hope that helps.

I have a brilliant media training session video named How to Win at Media Interviews with media trainer Guy Clapperton here for just £14.99 if you would like to bolster your skills. 

Reliving my old journalism life at a Taylor Swift concert

Last Friday night I joined almost 90,000 people to shake it off at a Taylor Swift concert. And no, it didn’t involve the usual searching online days before for a resale ticket (which is my usual way to buy my gig/festival tickets). Instead, I was offered one by a PR, thanks to a chance meeting in an east end pub three months before when he told me he had access to a box at Wembley. For the few weeks prior, I was inhaling the Eras playlist on Spotify, and then fast forward to last week, dancing in a box at Wembley. There was food, drinks, and the holy grail when there's a million girls and women - access to a toilet inside. It was total luxe even before I discovered Prince William was hanging out a couple of boxes down with his daughters.

During the evening I caught up with Daniel, the PR, and also met and hung out with the external PR (though we didn’t discuss what we did for a living till half way through the gig).

It was spectacular evening, regardless of whether you're a big Swiftie or not (tbh, I wasn't a fan until all my mates started whipping up tickets and posting about it on Instagram. Surprised that so many were into her, I started listening to her music...and found myself playing some songs on repeat).

The evening flung me back to my old life of working on a trade magazine writing about tech and the publishing industry. Back then the above was kind of the norm. There were invitations to boxes at the O2 flying through every week or so (never mind all the parties invites). It got me thinking about how when journalists leave their staff jobs to go freelance, the invites die down – drastically – despite there being, perhaps, more opportunities to work with said journalist across a range of titles. If you’re not already, it’s really worth looking at which freelancers you can invite to your next event, and no, it doesn’t need to be to see Taylor Swift [or insert any major musician]. With freelancers not having as many opportunities thrown at them, your success - and chance to build relationships - rate may be higher.

Baby, think twice (before you send that book to journalists)

Every week or so I receive an email asking if I would like [insert name of author] new business book. Due to them not being relevant to anything I'm working on - or hoping to work on - it's never a yes. I don’t know when I last accepted a book by a PR, or covered one in a piece. (Or perhaps I’m being wrongly targeted – if there was one that was more sustainability focused that could generate feature ideas, I’d be open to such an email).  

But I was prompted to write this newsletter after working at the BBC in Manchester last week and seeing yet another book uncalled for/unwanted/unasked for business book being sent to an editor and put to one side, never to be read. You might all know by now how much I abhor waste anyhow, but wow, how many unread business books and other books must be sent to journalists every week. Do ask a journalist first if they want said book rather than it being left to collect dust in the office and chucked out years later when there’s an office clean up. I know some journalists will want books, there’ll be dedicated sections, book reviews, and so on. But so many books are sent unprompted to journalists who are never going to read it, never mind have the opportunity to feature it anywhere. If that’s the case, then do ask beforehand, rather than sending out. 

Ps one journalist told me that at least said books were rather useful before – by using them to create a makeshift laptop stand before HR kindly granted him one.

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.

Taking steps to ensure the language you use is inclusive

How journalists write a story and the words they use matter. Of course they do. Language is nuanced and forever changing. While progress has been made, ableist language still exists. Inclusion London’s report, Disability, Crime and Hate Crime in the News, examined news coverage of 300 crimes against disabled people over the last 18 years and found that news stories about crimes against disabled people (using the language in Disability News Service here) contained disablist portrayals, frequently using descriptions such helpless, weak, and vulnerable.

While reporters, editors, subeditors and so on have a job to do, PRs and those working in comms also have a role to play to help ensure the language used is inclusive.

I’m bringing this up today as my lovely friend Sara Thornhurst, who provides disability focused inclusion training for PR professionals, has recently worked with the Chartered Institute of Public Relations (CIPR) to launch a new guide designed to help PR and comms professionals improve their understanding of the language to use when it comes to disability. It is one of five guides, and is available to download here.

For those who are keen to learn more, Sara offers online training sessions for PR agencies and teams. More information here.

An insight into the commissioning process

The topic for this blog comes from a question asked in my last workshop: do editors ask me to write stories on certain subjects or do I pitch ideas?

Good question. I’ve gone through periods, especially back in the day at trade magazines, where pretty much all the feature briefs were fielded out to me by the features editor rather than me pitching. But when I started working for the nationals and consumer titles and those editors didn’t know me from Adam, I had to pitch fresh ideas myself. These days, it’s a combination. Sometimes an editor will drop me an email and ask if I have any ideas and could I send them over, other times they’ll send me a brief and ask if I have availability to work on it. I’d say most of the time now I’m in a fortunate position to work on ideas I want to work on (usually that means they're sustainability focused, or feel-good/solutions-based journalism). One editor knows not to contact me with suggestions as I’m quite particular about what I want to cover for that particular title. I wasn’t always in this fortunate position and I know things could change again and so I don’t take it for granted. Although I’m far from raking it in, due to the media consultancy (the workshops, the online course, the content network agency and the Power Hours), I no longer have to say yes to absolutely every single potential commission that lands in my inbox, giving me the luxury and breathing space to focus more on stories that I’m interested in, and generally for publications I want to write for.

Of course, this is just my way of working. There’ll be freelancers who won’t write for certain publications if they asked them, there’ll be some that due to the terrible rates in journalism need to accept any work that comes their way, while some journalists will only work on particular features for high-paying publications.

If you have any subjects that you would like me to discuss in a future workshop or newsletter, please send them over as I’m always on the lookout for new ideas.

It pays to be kind

I’d finally refilled my Le Labo bottle after several failed attempts and was happily walking to my workspace in London when I was suddenly reminded of an arrogant entrepreneur in one of the beats I used to cover. A veteran in the industry, he was a strong contact of the magazine and was one of the first people I interviewed when I joined. From the offset he was rude, condescending, and always tried to assert control. In order to continue dealing with him I had to put my feelings towards him to one side. When I broke free, I never had to deal with him on that level again – well, till I was freelancing on a newsdesk and I wrote a critical story about his company and then he turned on me. Karma anyone? 

Over the years since I’ve been freelance I’ve had different PR agencies put him forward for interview slots. He might be a name, but when I think of him I just remember that sense of entitlement and his overwhelming arrogance. It’s always a big fat NO from me. We all know it pays to be kind, but if you or your client are rude or a walking ego, journalists (like most people) remember, meaning perhaps they won’t want to work with you or your client again in the future.

A shocking PR experience

I was recently reminded of what a grind it could be working as a trade journalist. Back then, whether it was in-house at say New Media Age (RIP) or Drapers, or freelancing at Retail Week or Marketing Week, I’d frequently have to contact the press offices of huge brands, asking for an interview or comment for a feature or news article (this was if we didn’t have a contact between us on the news or features desk where we could circumvent this and go straight to the CEO or financial director, etc.).

It was pretty much always headache-inducing. Firstly, many emails would go unanswered. There was so much chasing (which yes, I know many of us do as part of our jobs). After a brief exchange about the feature, the Spanish Inquisition would start: who had I contacted, which other brands were featuring, which expert was I chatting to, what would the feature look like, could I send through all the potential questions, and so on. Maybe some of these are questions asked by a client but honestly, even my editor wouldn’t know the answer to these so I’m unsure why I’d be asked to pretty much send out the feature in full to a press officer before they can even tell me if they can comment.

It’s rare that I have to go through all this now. The waiting. The coming back with one thousand additional questions. But I was reminded of this laborious rigmarole last week when I contacted a big brand for a national piece. My god, did it make me glad this was no longer my world. That I didn’t have to deal with folk who made it seem they were protecting the Royal Family. Anyhow, at this stage I now have comment on background. I didn’t even ask for background, which makes it more farcical. I was then asked to send over questions which they could answer on the record. After sending them through the press team responded saying “as mentioned we we’re not answering questions”. After asking me to send questions through. Utterly terrible behaviour and I’ve made my thoughts known.

It did remind me of how much I enjoy speaking to smaller companies, or bigger brands that don’t have a PR team with burly security, and those that can set up interviews quickly. All hail to them.

A Masterful Way To Raise A Profile

About four years ago I received an email from the Guardian that both thrilled and scared me: Would I be interested in hosting a couple of Guardian Masterclasses? One exploring freelancing for journalists, the other focussed on how PRs and small businesses can improve their press coverage. A former colleague at the Guardian had recommended me. I knew I should jump at the chance – it could potentially lead to something – but I felt nervous. Running a masterclass for the Guardian? Eeek. To cut a long story short, I accepted the PR Masterclass gig. The programme leaders viewed the session as a success and on the back of it they lined me up to run sessions every quarter or so. Seizing the opportunity and disliking the fact it was just for Londoners (or those on the outskirts), I decided to set up my own workshops across the UK - where I will have met some of you in person - before jumping into webinars, courses, and so on. If I never said yes, I doubt I would be emailing you now. Although I've stuck to journalism and that will remain my core focus, it's meant that I'm a little less worried about money than I used to be. It leveraged me to become an expert, super charged me as a teacher, brought with it countless opportunities, and also helped me feel comfortable with public speaking.

So why should this backstory interest you? Because there's an opportunity for you or your client to host classes or courses with national titles.

The Guardian is investing heavily in its masterclasses and is constantly searching for experts to host classes on a range of different subjects.

If you're looking for a new way to raise your or your client's profile, why not pitch yourself or your clients to become a Guardian Masterclass host? Becoming a teacher can give you/your client a dash of gravitas – and ultimately help sell some more products/services.

Their timetable showcases a list of experts ranging from life coach Fiona Buckland to business strategist Simon Alexander Ong.

Here's the Pitch Your Masterclass page, which features a pitching form. Add details for yourself/your client, what are you pitching - a one-day workshop or three-hour session, for example, and include your bio – do flag up if you have lecturing experience, and if you have a particularly sizable following on social media.

The Times has followed suit and now runs masterclasses and courses via its website. Allyson Stewart-Allen, CEO of International Marketing Partners, has run one on personal branding, designer and maker Nicole Akong has hosted a session on dressmaking, while Lucy Gough regularly leads workshops on styling your home.

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.

What Would You Like To See From Me In 2021?

Hi everyone,

Happy New Year. I hope you were all able to find some joy over the festive season despite youknowwhat.

Have you set yourself any goals for 2021? Although I'm sure 2020 taught us that sometimes even just basic survival is a good enough intention, I've set myself a few – from the ambitious (book editing and trying to create a physical space for a Library of Things in Margate) to the more achievable (hello adventures in the campervan and scouting out new wild swimming spots).

As you might be thinking about your press coverage goals for yourself or your client, I'd love to know what you'd like to see more of from me in 2021. Are there any subjects you'd like me to cover in the newsletter? Would you like a workshop on a particular subject? Please do drop me a line.

In the meantime, I've rounded up a handful of ways that I can possibly help you in 2021. You could:

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 - please note I'm in the process of adding captions)

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

Take my in-depth course Lessons from a Journalist: How to Secure Press Coverage – with a festive 10% off now extended to the end of January. This is half price for anyone who has taken my workshop or webinar - just email me for the code.

Check out my February 6 and 13 webinars and 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.

Here's to a calmer 2021* 

Thanks

Susie

* although after watching the storming of the US Capitol yesterday even that may be too strong to ask for.

How To Tweet Your Way To Media Coverage Webinar

Hi everyone

I don't know about you but I absolutely adore the build up to Christmas. My diary is usually packed with Christmassy events from watching the choir at St Paul's Cathedral to organising a festive lunch for freelancers in Margate. While most of that is obviously off the cards, I'm still trying my damn hardest to make the most of the season with mulled wine by the beach with friends and mince pies by the fire.

Talking about Christmas, I also have a little gift to give to you, my lovely readers. When I first began this newsletter back in the spring, I'll readily admit I didn't have a plan. But I've found I love having this corner of writing that belongs to me (free of what an editor wants) and your emails and messages each week responding to what I've said in the newsletter or professing how much you've enjoyed it or found it helpful have really meant a lot. Thank you. 

As you might have guessed, the Christmas treat isn't a box of chocolates or a bottle of wine. Instead, it's a webinar on Twitter. I know some of you might not be on Twitter while some of you might be quite prolific on the platform. Wherever you stand, I'm hoping How to Tweet Your Way to Media Coverage will help you come away with a better understanding of how journalists used the platform and you'll pick up a few tips on how to bag more press for your or your client. The 30-minute webinar is yours to view over the next month.

As you know this year has been tough for journalists with many publications going under and budgets slashed. The next line doesn't come naturally to me (and probably most of us) deep breath...if you like the webinar and it helps you, any contributions to my PayPal would be kindly appreciated.

In the future, I'm considering an advertising and/or subscription model for the newsletter, which would help me pursue more investigative journalism, which can be time-consuming and as with most things media-related, not of huge monetary value.

Of course, if this year has been tough for you too – I know many on my newsletter are hunting for jobs – please don't worry about donating.

So here it is. You can click the link here to watch it.

If you do enjoy it, I'd love it if you could mention it on social media. It really does help.

Despite all the uncertainty, I really hope you have a lovely Christmas.

Susie

Want To Find Out About My New Launch?

Hi everyone

Some news: I've launched a Power Hour service –  a short yet informative online consultancy session.

During a Power Hour, you'll get the chance to ask any burning questions you have about approaching journalists, building relationships with the press, or any other gripping issue related to journalism or PR that you may have.

There's more information here, but feel free to email any questions you have.

And if I feel there's another journalist who is best placed to help you, I'll be able to direct you to some of the best in the business. 

Thanks
Susie

Why You Shouldn't Pretend To Be A Journalist's Biggest Fan

Photo by Austin Distel on Unsplash

I bet nearly every journalist has received an email saying something along the lines of “Hi [name of journalist], I'm such a big fan of your work. I loved your article on X [includes title and link to journalist's most recent article]" before going straight in for the kill: "Today we are releasing a line of new cosmetics and we'd love for you to cover it.”

Look, I can understand that some people think flattery may brighten up our inbox and I certainly agree that it's good to be a nice and kind human being. But you don't have to be a jaded and cynical journalist like myself to see right through the above. If you're such a big fan, why haven't you been in touch before? Why have you never dropped me a line to say how much you appreciated my naked yoga article (yes, I did go the full commando - for my sins) or how my piece on volunteering resonated with you? Telling us you're a "big fan" and then promptly going in for the sell tells me you're not such a big fan. If you admire a journalist so much, they might have seen you like their tweets before or comment on a post on LinkedIn. I'm not saying you need to start asking a journalist for a selfie before emailing them. Rather, just don't say it all.

I totally get that you might wish to engage with a journalist but unless you're going to impart something honest, don't say it for the sake of it in some strange attempt to win us over. It won't. 

 Enjoy the rest of the week,

Susie

ps I know most of you would never dream of doing the above.

One thing not to include in an email to a journalist

Photo by Adam Solomon on Unsplash

Hi everyone

I could probably write a Buzzfeed style listicle of what not to include in an email to a journalist (maybe that's a newsletter I'll write one day), but I wanted to hone in today on founders and PRs needlessly apologising to journalists when they're emailing them.

I'll give you a couple of examples of emails I've received recently:

“Sorry to bother you but I thought you might be interested in news that....”

“I apologise for messaging...”

Now I know journalists are inundated with emails (who isn't?) but as long as you've done your research in targeting said journalist and the publication, there is nothing to apologise for if you're simply sending over a pitch. You're just doing your job. And remember, this is what freelance journalists do for a living – they pitch into the void too.

Sorry can be like a verbal tick, especially to us Brits who seem to have a real penchant for the word. But apologising for sending a pitch won't impress a journalist, it just makes the sender look like they're lacking in confidence. Instead of apologising, just go straight into the pitch.

Of course, if you screw up (which we all do sometimes), then by all means say sorry. But otherwise, stop apologising.

Have a great rest of the week.

Thanks
Susie

Why you need to research who you're pitching to

Photo by Nick Morrison on Unsplash

When you have a story you want to sell into the press, as many of you with PR experience will know, you'll need to work out which journalists to contact.

I'm begging you not to just send it to any old journalist. I receive so many emails/messages on LinkedIn/Facebook DMs from businesses and PRs who think that because I'm a journalist I'll write about them or their client. Same applies to pretty much every journalist I've ever spoken to.

Please don't clog up our inboxes or contact a journalist "just in case" (words I'll regularly see accompanying a pitch).  It adds to our already stifling inbox and really doesn't help with building relationships with the media. It's like contacting an electrician about a plumbing job. I would never send an editor a pitch about gaming if their beat was music. And I wouldn't pitch a magazine without buying it and really looking at what they cover. 

You need to research which journalists your story might suit.

A journalist who specialises in tech? Women's issues? Education?

Research who's writing about your/your clients' competitors. Look at who is writing about your sector via Google News. Buy magazines and newspapers and browse the various sections. Look at the bylines to see who's writing about your industry. Check out media databases. If they're a generalist like me, you need to be specific and have a targeted pitch with case studies. Look at what we write on Muckrack. There you'll get a sense of the stories we like to cover.

Have a great weekend,

Susie