10 Things Journalists Hate About PRs

We poor old PRs often get it in the neck from journalists. With no right of reply, the PR is an easy target. However, if we do our job properly and stick to a few simple rules, we should be able to avoid criticism and gain the respect of our journalist colleagues.

Here are ten mistakes you need to avoid making in order to create the right impression and build a good relationship with your media contacts.

1. Pointless press releases
Only send a press release if you have something newsworthy to say. Stick to the golden rules of ‘Who, What, Why, Where, When and How’ and avoid lots of fluff and puff. Answer all these questions, preferably within the first paragraph or two of the press release.

2. Badly written press releases
Language is a journalist’s stock in trade, so make sure you get your spelling, grammar and punctuation right. If this isn’t your strong point, ask someone else to proof it for you. Ideally, at least two pairs of eyes should have looked at a press release before it is issued.

3. Badly targeted press releases
Don’t blanket mail your press release. Only send it to a journalist if you know that it’s about something in which they are likely to be interested.

4. Inaccurate information
Make sure that anything you send to, or tell a journalist is accurate. Once it’s gone to print, has been broadcast, or gone viral via social media, it can’t be retracted. If you get it wrong, the journalist gets it wrong – and they won’t like you for that.
 
5. Evading the question
If you’re asked a question and you don’t know the answer, be honest about it. Don’t pretend and make up an answer you think they’d like to hear.

6. Not calling back
You may not have all the answers when a journalist phones you up but there’s nothing wrong with telling them that you’ll call them back later. However, if you say you’ll call them back, make sure you do. If you still don’t have the answer, be honest.

7. Missing deadlines
One of the most important questions to ask when a journalist calls with a query, is ‘when is your deadline?’ If you can’t meet it, tell them you can’t. Otherwise, make sure you contact them in time.

8. Following up a press release with a phone call
Once you’ve issued a press release, there’s no need to chase it up with a phone call to every journalist on the list. They won’t thank you for it. If they are interested and need further information, they’ll contact you.

9. Pestering
Journalists work to deadlines, so before you call, check that you aren’t calling on the day they ‘go to press’. When you get through, check first that it’s a good time to speak and then get to the point. Don’t rattle on endlessly.

10. Inefficiency
Efficiency should be a guiding principle in all your dealings with the media. Show that you can be trusted to do and say what you promise and that the information you provide is interesting and trustworthy. Journalists can be very quick to criticize us PRs, so don’t give them the opportunity.

If you feel like you need some help and guidance with your PR campaign, call Caroline on 01869 810 443, or send an e-mail

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