Wondering why your own PR efforts aren't working? Journalist Lauren Anderson, Woman's World editor who has also written for BuzzFeed, PopSugar, Elite Daily and more fills us in. From Lauren:
As a journalist, I love working with PR professionals mostly because I used to be one. When we work in tandem, we’re better able to shape stories, share insights from experts, and deliver content that compels both the reader and the Google Gods.
In my experience as a journalist, pitches from PR pros make life so much easier! I’m introduced to products and services I may not have uncovered on my own that my readers might care about. But more importantly, these PR professionals have the connections I need to make good content happen. Here are a few more reasons I love working with PR folks as a journalist who produces shopping content.
1. PR Pros get the timelines journalists work under
Most print journalists work under tight deadlines. This isn’t always the case with digital journalists, but it can be! In any case, when a credible source, product information, or expert commentary are needed swiftly, time is of the essence. And PR professionals get that. They’re ready and willing to respond promptly. They get the importance of a deadline — something folks who work outside of media often struggle with.
2. PR Professionals craft strong, relevant pitches
Not every story idea is press-worthy. It’s a harsh truth of the industry! However, a good PR professional knows what it takes to craft a compelling pitch, even for the most boring of products or services. Perhaps more importantly, they know how to shape these pitches in a way that’ll be appealing to the journalist’s beat, audience, or editorial calendar.
Instead of sending vague or overly promotional pitches, PR pros tailor their outreach to help any journalist immediately see the value in covering a product, brand, or expert without needing to dig for an angle.
3. PR Pros simplify finding accurate information
Now more than ever, finding accurate information in this world is challenging. Fortunately, PR professionals come to journalists with fact-checked, formatted information or (even better!) media-trained sources who are ready to provide insight. This eliminates the need for back-and-forth clarification and saves everyone time and effort in the content creation process!
4. PR Professionals understand media etiquette
I receive hundreds — if not thousands — of emails and pitches every week. PR professionals get what I like to call the unspoken rules of media outreach. That includes how to follow up without spamming, offering exclusives or unique insights, and providing value instead of being overly promotional.
For all of these reasons and more, journalists like myself love to work alongside PR professionals rather than sifting through unfiltered, unsolicited pitches from non-media. When it’s done right, PR isn’t just about promoting a product or person. It’s about building lasting relationships that ultimately lead to more coverage and better stories.
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