PR difficult conversations with journalists

How to manage difficult conversations with journalists

/0 Comments/in , , , , /by

A guest post written by Jodie Brazier, Comms Consultant at Topline Comms

Promised you’d get something over to a journalist before their deadline but can’t? Need to ask a contact to pull an article about a client? Conversations like these are best avoided, but sometimes you don’t have a choice. Jodie Brazier from Topline Comms shares some tips to help prevent awkward moments before they happen, and how to approach these conversations when you can’t.

Conversations with journalists are a daily occurrence in my work at Topline Comms – I work on the STEM team and I’m lucky enough to deal with loads of amazing science and engineering journalists. One of my favourite parts of the job is sharing exciting new stories from clients with them, but not every conversation with a journalist is a smooth one.

Here are some tips on how to avoid difficult journalist conversations.

What to do if you can’t meet a journalist’s deadline:

To prevent this from happening:

  • Always check with your client that they are happy to commit to a deadline before you confirm it with a journalist
  • Be realistic. It’s much better to be upfront and say you won’t be able to meet the deadline and negotiate an extension than to commit to something which you know you’ll be unlikely to fulfil and leave the journalist hanging

What to do if it still happens:

  • Let the journalist know as soon as possible. The sooner you tell them (especially if it’s for a print publication) the more time they have to find something to fill the vacant space
  • Be honest and apologetic. Don’t try to make up an elaborate excuse; if the content is stuck in approvals, let them know that and make it clear that you know it’s an issue
  • Have an idea of when it will be ready. It’s likely the first thing a journalist will want to know once you’ve told them it won’t be ready in time for their deadline

If you need to pull an article at the last minute:

To prevent this happening:

  • Pulling content is a big no-no and a PR nightmare, so prevention is vital!
  • Make sure that all content is signed off by your client (and by all the key client stakeholders that need to see it) before it goes to the journalist. Or, if it’s an interview, be very clear with your spokesperson that they shouldn’t say anything that they wouldn’t want to see published

What to do if it still happens:

  • Unfortunately, sometimes there are circumstances that are beyond your control. It’s best to let the journalist know asap so they can arrange something to fill the space
  • You could also offer the journalist another story they could use instead
  • Be honest and tell them why the article is being withdrawn. Understanding the reasoning will make getting the bad news a bit more bearable

All in all, when it comes to breaking bad news to journalists, clear and frequent communication is key. Keep them informed of content status and if there are any issues, notify them as soon as possible. Think about if someone was to break this news to you, how best would you want to be told?

Build relationships with journalists in your sector – find them with the Vuelio Media Database and find out what they need with the Journalist Enquiry Service.

Breaking news

5 tips for replying to journalist requests

/0 Comments/in , , , , /by

Replying to journalists in the right way can be the difference between front page news and being passed over for a competitor. The ResponseSource Journalist Enquiry Service, which is part of Vuelio, connects journalists in need of support or expertise and the right PRs who are looking to secure coverage.  

With over 35,000 enquiries sent through the ResponseSource Journalist Enquiry Service every year, we’ve picked up a few tips along the way to help you get great results from responding to journalists every single time:

1. Read the request 
Take the time to understand what is being asked and craft your response accordingly. Remember, as well as a great coverage opportunity, this is also a chance to build relationships with new contacts and unlock future success.

2. Be relevant and specific 
Stick to answering with material specific to what was asked for and avoid going off-topic – the more relevant your response, the better chance you have of getting coverage as a result. Completely off-topic replies are likely to get ignored, so it’s best not to spend your time on these.

3. Leave out the jargon 
Don’t respond with buzzwords or acronyms and avoid technical jargon unless you can explain it succinctly. Lead with the most relevant information first, then add details or supporting points.

4. Be prepared 
Make sure you’ve got any extra information on hand and that any spokespeople you’ve offered for expert comment are available.

5. Get in quick 
For the best results, get your well-crafted response sent in plenty of time to beat the deadline – this not only gives you a good chance of a result but also helps the journalist out by not leaving it until the last second. Every enquiry sent through ResponseSource comes with a deadline, which is when the unique reply-to email address also expires.

Are you using the PR industry’s best kept secret? Take a free trial of the ResponseSource Journalist Enquiry Service.

Edelman trust barometer 2019

What does the Edelman Trust Barometer teach us about strategic PR?

/0 Comments/in , , , /by

The 2019 Edelmen Trust Barometer reveals that while the UK public trusts every institution more than it did a year ago, generally we’re still a distrusting nation.

Across the six major institutions the report tracks – NGOs, business, government, media, the EU and the United Nations – only the United Nations enjoys a majority (60%) of the population’s trust, while the rest are considered to be distrusted. The institution at the bottom of this list is the media, which is trusted by just 37% of the population.

While institutions aren’t trusted, the Barometer suggests individuals are, and across the world there’s a growing trust in experts – whether it’s a company’s technical experts or academics with professional expertise.

This a huge opportunity for PR and comms, who have access to in-house specialists they can direct to both the public and the media, as  journalists are increasingly looking for expert voices to lend authority to their content. The best media and the best PRs are already collaborating in this way, but public demand means it’s no longer just a smart strategy, it’s now a requirement.

The ResponseSource Journalist Enquiry Service, which was recently acquired by Vuelio, gives journalists the opportunity to request experts directly from leading PRs, further validating the role that communications plays in providing access to trusted, knowledgeable sources of information.

The Trust Barometer is full of PR opportunities for the savvy practitioner. Within its results, the report reveals a huge rise in the number of people engaging with and amplifying news, which effectively means the market for information is growing and PRs are arguably best placed to fuel it.

Any information PRs provide should, of course, be trustworthy as the public is wary of fake news; 73% now worry that it will be used as a weapon in society.

If you can position your brand, business or client as a trusted authority, and have the evidence to prove it, you will increase your PR opportunities and ultimately improve your reputation.

What did you take away from the Trust Barometer? Let us know on Twitter @Vuelio.