How Can Journalists and PRs Work Together Successfully?

By Our PR Partners, FP Communications

Having worked in the industry for more than 20 years, from the days of faxing over a press release to the swift email, there has always been one thread to a successful relationship between PRs and Journalists and that is the human touch.

As strange as it may seem, in all my years of working in PR, the times where success has been achieved for both the publication and the brand, are in those moments where there is a respectful relationship between the PR and the journalist.

This is distinctly different to the relationship between the agency and the publication — something that can often get wrapped up in a maze of misconception, fear and ego.

Journalists and PRs may have different aims, but that’s not to say both can’t benefit from a good relationship. It would also be exceptionally difficult to go through your career as a journalist without interacting with any PRs. So, with this is mind, here’s a few pieces of advice.

Set Out How You Want to be Contacted Early On

A lot of PRs will often seen journalists as aloof or disinterested. However, when you’re starting out you can easily turn this to your advantage.

Telling PRs who get in touch with you how you prefer to be contacted and what kind of stories you’re likely to cover can be a win for both sides.

Not only will this reduce people contacting you on platforms you do not like or use, it also means that you can set out your guidelines for contact early on.

Some journalists like to be on mailing lists, others don’t. Agencies won’t assume you want to be on it though — so make sure to ask if this is something you’d find useful.

Let PRs Know if You Use Their Story

Most good agencies will try to be very responsive to last minute requests. However, the relationship can sometimes breakdown when the journalist does not let the PR know when the story has been published.

As well as helping to foster a good relationship, this can be a missed opportunity for journalists. PRs often help increase readership by sharing the published piece on social-media. In addition, good PRs also recognise the value of sharing stories that may not include their clients, but relates totheir sector.

Find Your Ally in an Agency

There is always one person in every agency that has a soft spot for working with journalists. It’s practically written in the agency guidebook. Find that person, they will help you:

• Secure interviews
• Get high quality photos (in a timely fashion, the correct format and size too)
• Provide you with access that can be challenging due to schedules

Never Promise PRs a Story Will be Covered

Perhaps the most important rule of all to avoid souring a great relationship. Never promise PRs that their story will be covered, unless you are absolutely certain that this can be achieved.

PRs have to communicate with their clients and sometimes, clients who do not understand the patience required within Marketing and PR can sometimes become obsessed about the promised coverage.

It pays to be honest and upfront — if something hasn’t worked out this time, just say so!

These are just some of the tips, we find as a common thread of frustration between PRs and Journalists.

As a company, FP Comms is dedicated to supporting the growth of sustainable, ethical and conscious businesses; we place a high value on building long-term relationships.

We look at journalists as individuals, and consider even under the label of the job, the person we are dealing with; because we know that when we connect with the person, a better result is always achieved.

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