Earlier this year Hubspot surveyed 500 journalists about PR tactics for pitching stories that were counter-productive (link to piece at the bottom).
That’s the polite way of saying they drew up a list of what irks journalists.
I’m sure there won’t be anything on the list to surprise seasoned PR’s – and this isn’t a post about dos and don’ts* – but there is one broader lesson: ‘Know the audience’.
Research the audience
When pitching to journalists this means not only knowing their patch but also understanding the publication/website and who its audience is.
I’ve worked with many brilliant PR’s over the years but the one who regularly sent me stories about window boxes wasn’t one of them.