If you are a journo or a content writer, you already know how these PR folks hustle us to get us to write a story for them. I have been on both sides of the table – as a writer and now in-charge of Corporate Communications for Pinstorm.
As a content writer, I always wondered why the PR folks called to chat with me in the afternoons when I was normally writing a story or why they never understood that I have never written a story on ‘keyboards from Logitech’ and probably never will write about it.
After two years, life has come full circle. I am now in-charge of Corporate Communications and am now on the other side of the table. I must confess that some of you have been very kind to me. I have made new friends and gotten to know quite a few interesting people on the journalism front. However, I believe there can be a better way to connect or network with the majority of the writers out there.
So if you are/were/want to be a writer or just have some good ideas, this post is about getting your thoughts in the comments section on the few questions I’d like answered:
1. I prefer to add you on gtalk first and then if I get to know you better, on FaceBook too. Will you take offence?2. Would you take offence if I called you out for lunch to know you better? If yes, what do you think is an alternative?3. I have this really big announcement to tell you about and you are not willing to take my calls or reply to mails, is there any other way apart from pestering you by repeatedly calling and emailing?4. What is the best way to approach a writer? (a reply of more than 20 words would be most appreciated.)
It’ll be great if you can leave your thoughts on the same in the comments section.
Image Credits: gapingvoid
lol… i don’t really have a sure definite answer to your questions as i have the same questions in my mind… but just want to tell you are not all alone.. we sail in the same boat.
My thoughts on your questions:
1. You can add journalists on g-talk and the Facebook / Orkut… at least the young brigade don’t mind it.
2. Taking them out for lunch just to know them better; many journalists will look at it as a bribe, but you can visit them in their office with a prior appointment appointment. They wont meet you for more then 15 minutes, however you can just give them a gist about your company and drop your visiting card, they will contact you if they like what your company is doing.
3. There is no other way, on a second thought if you know the journalist’s editor and you are in good terms with him / her, then you can drop in a mail to them. Other then that there is no other way
4. by email – write 100 words note about a topic your spokesperson would like to talk and NOT about the company – its called a pitch note. The note has to give a story idea to the journalists like for example – why Pay for performance is going to be the next big thing!
I will mail you a sample pitch note.
after you send the pitch note (early in the morning preferably) wait till 4 in the afternoon, if they like your story idea they usually reply, lets say you don’t get a reply, then call them at 4 and ask whether they checked your mail and talk more abt the story idea… and take it forward from there.
Call me if you still have any doubts 🙂
hope this helps you
1. I prefer to add you on gtalk first and then if I get to know you better, on FaceBook too. Will you take offence?
Most people would not take offence. But they would respond to your request, by researching you around the web maybe? But then adding or refusing to add someone is hardly an indicator of offence. Its more about being disinterested. The ideal way would be to start with an email conversation and then graduate to Facebook or G-talk.
2. Would you take offence if I called you out for lunch to know you better? If yes, what do you think is an alternative?
Its not offensive. But another way would be invite the journo to a Tweet-up or a BarCamp. Its a more public setting and if you have a better social standing there, it works wonders for your company. If you werent a reputed “tweeter” your company would hardly matter!
3. I have this really big announcement to tell you about and you are not willing to take my calls or reply to mails, is there any other way apart from pestering you by repeatedly calling and emailing?
Very difficult to do that!
4. What is the best way to approach a writer? (a reply of more than 20 words would be most appreciated.)
Inform the journo about your request.Its important to not overdo it. If they are interested, they should reply. Follow up by a call if you dont receive a reply the same day.
hope this was helpful! Good luck with your new profile!
allright – my answers…again, this is how to deal me with, and I don’t think this holds true for others because.
1. I prefer to add you on gtalk first and then if I get to know you better, on FaceBook too. Will you take offence?
Personally, I won’t. To be honest, I’m more communicative with people I’m on GTalk with, than those I’m not…so adding me to GTalk is a good thing to do. my GTalk – [my twitter id] at gmail dot com . Twitter works best for me.
2. Would you take offence if I called you out for lunch to know you better? If yes, what do you think is an alternative?
No issues there…the only problem is that I’m no hard pressed for time that I rarely have time to meet anyone…including company heads. Barcamps, momo’s and industry events etc work best with me.
3. I have this really big announcement to tell you about and you are not willing to take my calls or reply to mails, is there any other way apart from pestering you by repeatedly calling and emailing?
Step 1: email.
Step 2: SMS telling me that you’ve sent an email regarding XYZ. I respond to SMS’. For me, the phone call is the last resort, and it usually pisses me off because I could be recording an interview or a conference discussion on my phone. happened very often that I get calls.
4. What is the best way to approach a writer? (a reply of more than 20 words would be most appreciated)
Not sure. Best way to approach me would be to cut to the chase and tell me what is happening, some facts and figures that I can use for the story, separate relevant quotes from the companies involved (preferably, more than one quote per person, so I can take my pick, depending on what is more relevant for my audience), and tell me which number and at what time I may call for more info. Very often, in trying to reach out to a wider journalist base, the PR co tends to lose us because we like to bring depth to our coverage, and dwell upon numbers and industry data.
I was under the impression that Mahesh knows this all too well 😀
Ruchi / Rehab / Nikhil – thanks for the comments.. very informative 🙂
Nikhil – I am looking for different views and opinions out of this post. Its in no way connected to Mahesh as an individual. Wonder why you’d want to bring him into this? 🙂
Here’s the thing… i can tell you what works for me and where i have been successful, iv been on both sides of the table… And i still am, technically.
First and foremostly, a journalist (apart from the title) is human, the have day jobs just like we do, they have deadlines, reports, responsibilities just like we do. But their jobs are a little harder, for example unlike us, they have DAILY deadlines.
All journos, reporters, correspondents are different, to us they are the same. And approaching them needs to be done tactfully. Im gonna beat myself up commentating on this, as i know at some point a journo is going to read this… But what the hell…
For me, a journo first needs to get comfortable around you, the buddy-effect. Find things that are common between you. Likes / dislikes etc. Get talking, a topic that works for me is the common journo-pr person rapport. Break the mould there!
Media rounds are crucial, make weekly visits if u have to, make sure they remember your face so that the minute you tell them ur name over the phone, they know who u are. be yourself, dont interact with them only because you need something from them. No one likes to feel used! Thats a universal dislike! Send them invites to things you know theyd be interested in!
How do u do that? Follow what they write on, what they do, google them, see what makes them tick, study their techniques… Applaud really good stories… A journalist rarely gets credit by their seniors on a job well done, they feel appreciated when you do…
Build rapport, once you do everything is smooth sailing from there… Offer to help when you can on stories they are writing… Through your networks, they will be grateful and theyl help you out the next time you need a favour. Offer to write contributory articles or pieces… offer to write the story that could include your organization.
Its all about being a friend and understanding them… Its worked like a charm for me. Took me years to learn it, but i did!
Now for your questions:
1. Gtalk is a great idea, but remember not to ping them only when you need something. Regular ‘hey, whats up?’s work wonders… use chat to your advantage, talk to them about a new development, something that will interest them. once you go past the journo – corp comm barrier, i think facebook is alright. You wouldnt want them to form impressions before they know you, would you? social networking sites shows sneek peeks of who you are outside of work.
2. Lunch or whatever meal is fine, as long as they have time and they know who you are and theyre comfortable around you… Otherwise its a no-no… Like commented earlier, its a bribe. Theyll expect it all the time. I know a few journo’s who attend press conferences and events just for the freebies and food. Its an ugly truth.
3. This is a toughie. Make sure your pitch is intriguing enough to warrant a call back. Add a twist, make it ‘safely’ controversial. Dont hassle them, ask if theyre interested and move on from there. If its important, then try and make the story exclusive.
4. The best way to approach a writer, is to remember theyre human, just like you are!
Good luck!
Ah..I thought you needed some help, and was wondering why you didn’t check with the guru 🙂 (and I mean ‘guru’ in the positive sense of the word)
I have been in PR industry for a while, have been close to some journos, heres what i feel . . If I were a Writer . .
1. I prefer to add you on gtalk first and then if I get to know you better, on FaceBook too. Will you take offence?
Generally I wont mind adding you, once I get to know you/ur Profession/ur motive. But to know all these, I think facebook is the better medium. Contact thru FB and I can also see what u r in to, if i feel, i will surely add you in gtalk…..
2. Would you take offence if I called you out for lunch to know you better? If yes, what do you think is an alternative?
Not a problem . .. Lunch is always welcome, but just gimme a call/email, abt urself, n abt the topic to be discussed.. And of course i need to have a look at my Appointment diary!!!
3. I have this really big announcement to tell you about and you are not willing to take my calls or reply to mails, is there any other way apart from pestering you by repeatedly calling and emailing?
If I am not picking up the call, it means I dont want to!! As far as emails are concerned, I may be travelling , so just sms me, refering the email.
4. What is the best way to approach a writer? (a reply of more than 20 words would be most appreciated)
Writers are always in search of topics, Just send me a mail, mentioning about u, ur idea, and if possible, some relevent links, stories, data, analysis already available. Some writers are very much interested in some specific topics, tap them….. If i am really interested in your idea, and the Coverage you plan, i would surely give my best . ..
1. About gtalk and Facebook: Don’t mind, but cut to the chase, when you want to discuss a story possibility on chat. I’m online because I’m open to ideas, not because I’m open to chats. If I’m not picking calls, simply SMS saying its urgent.
2. Lunch sounds good, although I’d prefer dinner. Its disappointing if I take time out from lunch and don’t come back with a story. Dinner’s better simply because the mood’s relaxed, we’re done for the day. But honestly, in my 3 yrs of reporting, nobody’s requested for a lunch or dinner meeting. Yes, they do say.. ‘let’s catch up sometime’ but it never goes into anything concrete beyond that. And I don’t pursue anything either, because the common notion is ‘Don’t meet the PR / corp comm, try meeting the officials.’ Its strange but true – editors are continuously training journos to be as PR / corp comm free as possible. Which means, technically, there must be a certain point in a journo’s life, when he’s experienced enough with enough contacts in a company and does not need to go through PR/corp comm. That’s one reason why senior journos snap at “those pesky PR people”. 😛
3. Best way to approach a journo / writer:
Dunno. Often, a really well-written, well-researched pitch note helps, followed with an SMS.
But honestly, the best pitch note is the one which is not ‘pitched’ at all. Journos are always sniffing for stories, so they’ll pick it up during natural conversation with you. This is where most corp comm’s lose out. Asfaq is an exception to this and I’ve enjoyed talking to you immensely, because your domain expertise is impeccable. But that is not the case with everyone.
My personal views:
1. I prefer to add you on gtalk first and then if I get to know you better, on FaceBook too. Will you take offence?
Nope.
2. Would you take offence if I called you out for lunch to know you better? If yes, what do you think is an alternative?
Not really. Networking remains an integral part of our job.
3. I have this really big announcement to tell you about and you are not willing to take my calls or reply to mails, is there any other way apart from pestering you by repeatedly calling and emailing?
SMS.
4. What is the best way to approach a writer? (a reply of more than 20 words would be most appreciated.)
Meet and discuss.
Personally I hate the term ‘networking’ and all that it connotes – using friendship/being sociable just to get your work done. Despite its overwhelming popularity these days, no one really likes to feel used.
I’d think one approach would be to be upfront. “I have something that might be of interest to you. I’ll need 20 minutes to explain it and another 10 minutes to answer any questions that you might have or discuss it furthur. What would be a good time to talk to you?”. Obviously not everyone understands professional respect and there’ll be those who want you to grovel after them so they can bitch about you. Oh well, that’s hazards of the profession, that’s all.
In addition, when someone has written for you, be respectful of that too and thank them for it. Everyone likes to be appreciated and it is part of professional courtesy. I’m more likely to help someone who has been respectful of my time and effort.
Coming back to networking, I think it is still permissible to cultivate mutually beneficial contacts (with a stress on mutually beneficial). I imagine it is useful for a journalist to have a number of contacts who provide steady ideas for content. Similarly most companyies/brands/entities that require PR would benefit from having a few journalists they know they can access. The key is probably mutual respect – don’t overstay your welcome, don’t abuse the trust and be respectful of each other’s time and space.
I find the straight-talking approach works most times for me.
hey Asfaq.
Glad to know you’re on this side now. If you recall, we had met when you visited Microsoft IDC in Hyderabad in late 2007. Seems you’ve come a long way since. Welcome to this world! Would be glad to discuss more on PR and Communications as a whole, although as I can see, you are currently debating over the best possible ways to approach the media. Let’s talk more on this soon!
Vidhyuth! Good to see your comment here. I remember you! Do call or mail me. It’d be great to catch up with you.. You still with MS?
hey, Nice post.
This may interest you and the readers.
How to deal with gen X media:
http://www.indiaprblog.com/2008/10/10-tips-for-dealing-with-gen-x-media.html
and
What you have treaded on is dangerous territory!!
My thoughts on what you have posted may or may not be a figment of my imagination! I too have been on both sides, but thankfully was never hounded by PR people. I know I was also a hounder and so I had always maintained a particular etiquette in approaching journalists or writers!
1. I prefer to add you on gtalk first and then if I get to know you better, on FaceBook too. Will you take offence?
I have all my close media people on my personal email id and they respond well to that since they know me and I do not Bother them with information unless I need guidance or it is relevant to them. And I DO NOT SELL THEM SOMETHING THAT THEY HAVE ALREADY SAID "NOT POSSIBLE" TO!
2. Would you take offence if I called you out for lunch to know you better? If yes, what do you think is an alternative?
I think meeting more often socially is a good alternative but pick the people you go out with – not everyone appreciates it! Sure it is work first but a little friendship hurt no one!! If you have ONLY ulterior motives on your mind, then its a strict NO NO since a journalist never forgets! Be nice – they are humans too and have self esteem!
3. I have this really big announcement to tell you about and you are not willing to take my calls or reply to mails, is there any other way apart from pestering you by repeatedly calling and emailing?
If it is big enough – You will be called back – if it is urgent to get in touch – DO NOT REPEATEDLY CALL – SMS apologetically – then wait – call post 7 in the evening and understand their situation! This is one off only – not to be done regularly!
4. What is the best way to approach a writer? (a reply of more than 20 words would be most appreciated.)
Personally – If I know the writer well, then I would call – since I know that my call would be taken and I can have constructive conversation! Always ensure you know what you are talking about – most journos today can pick out the wheat from the chaff – be the wheat! They will appreciate you more – and not have any grudges talking to you, since their opinion is better valued! Understand their domain, talk to them – allow them to talk and understand, absorb and use for future reference. Put yourself in their shoes (you were there so it is easier!)
< /rant >
thanks for your insights, Partha! Appreciate it 🙂
Asfaq:
I appreciate it when a PR rep takes the time to read the bio, resume & clips pages on my blog to see who I write for and what I write about before pitching me – that's why I put that information online in the first place. If they think they have an idea for a story that's right for me, I want to see it in an email only – and if someone calls I'll tell them that. I've been to lunch with a PR person once in the past 1.5 years – I just don't have time. They also have to understand that it's the rare PR pitch that turns into a story, at least for me. 90 percent of the stories I do are either based on ideas I come up with or on topics that are assigned to me.
Hope that helps.
Michelle Rafter
Hi
i don’t know anything about journalism and after reading your posts i am getting a good feel about it.Thanks man
1. I prefer to add you on gtalk first and then if I get to know you better, on FaceBook too. Will you take offence?
Gtalk is cool. Facebook is not. I feel Facebook is a personal space… If the PR person and journalist do end up finding some common interest then Facebook would be a natural progression.
2. Would you take offence if I called you out for lunch to know you better? If yes, what do you think is an alternative?
Lunch, like some people have already mentioned, is awkward for some journos. It is for me. But I appreciate it if the PR or Corp Comm rep came down to the office to get to know me better. From my POV, at least that’ll help them focus their pitch in a better way – after all, there’s no point telling a tech journalist about falling textile exports. Second, when I am doing a story some time later, I’ll remember to get in touch for comments.
3. I have this really big announcement to tell you about and you are not willing to take my calls or reply to mails, is there any other way apart from pestering you by repeatedly calling and emailing?
If the journalist is not responding then there are 2 possibilities – either the subject does not interest him/her or the editor has shot the idea down. It could help if in the next email you ask the person to recommend someone else in the organisation who could respond.
4. What is the best way to approach a writer? (a reply of more than 20 words would be most appreciated.)
I feel most PR reps try to push an announcement down your throat. The good ones just want to stay in touch. Mostly through email with an occasional call. Getting to know the journo’s area of interest is crucial. What this does is when a journo is doing a related story he/she will remember to call up the PR rep with whom he/she is on good terms. I think an informal meeting with your client (without the pressure of getting the interview published) too helps.
At the end of the day an announcement, or a new product is a small story (unless you are talking about things like the Tata Nano). The real trick is to get your clients to comment in a story like, say, How Lack of Broadband is scuttling the Web2.0 Business.
I am a friendly-gal. And anybody who wants to talk to me are welcome…just don’t be rude. Like you, I need to know the person more before talking too much of me. For the question of “taking out for lunch…”, sounds good huh, but if its me, I will decline. For what reason…I just can’t take going out with person I just met.
First of all, congrats being on the other side of the table!
good article
Been in journalism only for a year and a half (writing about gaming/tech).. but hey if anyone has to contact me.. I would prefer twitter route.. but again not everyone is on twitter =/
1. I am not against people adding me on gtalk/facebook, provided I have met them atleast once.
2. Lunches are okay by me but I am notorious for being forgetful! =(
3. If one reporter is behaving like an asshole try contacting some other reporter.. feed him/her a few exclusive stuff.. the other person will get back to you soon. (idea is from a friend of mine who is working in PR field)
4. Twitter/mobile call or sms/email
PS: But I get irritated when people ping me saying hi what’s up.. when there’s just to keep in touch.. keep it professional. Gtalk is a faster way of communicating so I don’t mind them being on the list. Also, most of my stories are cross-posted on my blog and I post them as status message. So couple of PR people told me it helps keep track of stories I do (in case their company is mentioned)
PPS: If you are calling a journo for a lunch try to get someone from the client side. No obligations.. no compulsions to do story, just creating a +ve attitude towards the company
Hi, I like your post. I wish everyone would pay such attention to their post as you do. I came acros your blog on yahoo when searching for a compartment. I will come back to your blog. I am sorry for my poor englisch, i am from the netherlands. Best regards from the netherlands!