Why are we not listening to journalists about how to best engage with them???

I despair. I absolutely despair. How is it, that in 2014, there are still PRs and PR agencies out there that are spamming journalists with irrelevant and non-newsworthy press releases and stories?? And even worst, why are there still PRs and PR Agencies that are phoning journalists asking if they have received a press release! In what world is this going to be effective??

This is what the latest research from DWPub found, who published the results of a survey into “What do journalists think of PR people”. What bothers me so much is that so little has changed in the ten or so years I’ve been involved in PR. Ten years ago journalists were telling me NOT to call and ask if they had received a press release. Ten years ago journalists were telling me to RESEARCH the publication and stories that they penned and to make sure that I was pitching RELEVANT information and stories. And no doubt this same conversation has been going on for decades in one way or another.

No wonder the relationship between journalists and PR types is so strained.

According to the research, 80% of journalists said that “Lack of understanding of your publication and subject area” is their greatest frustration with PR people. As DWPub’s own analysis says:

“There’s a pattern emerging – all they (journalists) really want is for the PR to know what they cover and to make sure whatever they’re pitching is relevant and newsworthy”

Which, lets be honest, isn’t a lot to ask.

But it’s the agencies that are to blame. Junior PR types are not born with the idea to follow up an email (within a few minutes) with a call to ask if the journalists received the press release – they are being instructed by their experienced comrades. Mass emailing of a release to hundreds of journalists is being pushed from the top of these agencies (including some I’ve recently worked with – see my recent post on saying no) for reasons that escape me. Please stop.

So please – as an industry – lets all heed this advice from journalists. After all, we all want positive coverage, so lets all stop phoning journalists to ask if they received a press release (they did!) and start taking a moment to be sure that the story is newsworthy, and that it is relevant for both the journalist and the publication.

I’ll leave you with a favourite comment highlighted in the report, which kinda sums up my (and the journalists) point:

Pitch relevant news to the relevant publication. I can’t believe we still get PRs calling the news desk of the Daily Star and asking for our Fine Arts editor!”

Here’s a link to the full survey: http://blog.dwpub.com/wp-content/uploads/2014/10/DWPub-journalist-survey-What-do-journalists-think-of-PR-people.pdf


And DWPub’s own press release (lets hope they didn’t do a mass email sell-in with follow up phone call: http://blog.dwpub.com/2014/10/journalists-think-pr-professsionals/#.VDWzv2ddV3I

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One thought on “Why are we not listening to journalists about how to best engage with them???

  1. Great analysis Ollie. And no, we didn’t blast out a press release (we didn’t actually do a press release, just the blog post) and of course no follow up phone calls! Though I have to admit, when I was a journalist some times those follow up calls worked, normally when the PR had the tenacity to highlight an angle that may have been buried in the release.

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