Why journalists are ghosting you
Are journalists ghosting you? There might be a few tricks to treat yourself to the coverage you deserve.
To keep your pitch from going six feet under, watch out for these fearsome faux pas that could be haunting your campaign—and discover how to resurrect your PR game from the grave.
BOO!
Did you jump-scare their inbox? That won’t help reach your PR ‘ghouls’. If it’s a cold pitch, add some extra warmth and personal touch with tailored messaging. To ensure the journalist doesn’t feel left out in the cold, give them a reason to engage.
BONE APPETIT
Sending a pitch without an image?
Missing links and a CTA?
Providing everything a journalist needs to craft a story then and there? Journalists will follow the path of least resistance – do your client a favour and serve up everything on a silver platter, ready to hit “publish”.
SKELETON CREWS
Newsrooms have slimmed down, while workloads have grown. This means you have less time to capture a journalist’s attention. Be mindful of their time, and present stories with true value and relevance. Important trick: building relationships before you pitch can help avoid the ghosting treatment.
I KNOW WHAT YOU ARE… A VAMPIRE
While it’s becoming of Edward, it isn’t of a PR professional. Nobody wants a leech in their inbox - the value exchange has to be reciprocal.
Think:
Does this story provide value to the publication and its readers?
Is it genuinely relevant?
Are we offering valuable insights, or are we asking for a favour?
TRICK OR TREAT
When a journalist rings your doorbell, don’t hide behind the curtains and let your campaign gather cobwebs. Be at the front door, ready with “treats”. Whenever media enquiries come through, arm yourself with candy bars full of key messages and relevant information. If you’re unsure what treats to give them or if it is a trickier request, acknowledge it promptly and follow-up with the answers they need.
DON’T CRY WOLF
“We have a news story you CAN’T resist”, “This is Brisbane’s BEST event”, “Your EXCLUSIVE scoop (that we have sent out to everybody)”
We got chills just reading it. Unfortunately, if it doesn’t walk the walk, don’t talk the talk. Make sure your pitch is actually newsworthy (not just in the client’s eyes), or the journalist won’t trust you the next time you pitch “Brisbane’s best”.
DR JEKYLL & MR HYDE
If your story says one thing, but your product delivers another - perhaps you need to invest in not only public relations, but crisis comms. Stay attuned to conversations within the community, current news, and potential risks behind a story. There are no split personalities when it comes to a brand – everything must align. Do your due diligence, ensure every message reflects the brand’s true identity.
PLAY DRESS UPS
Um, where’s your costume? If you aren’t dressing your story to the nine’s and instead are rocking up to the PR party off-brief, don’t expect to win the award for “best-dressed”. Don your story in its most magnificent form with creative angles and a compelling narrative.
Need help demystifying your PR approach and serving a wickedly compelling campaign? Contact us now, or send an email through to hello@wearebrooklyn.com.au.
