After my last blog post covering journalists’ tips for press releases, I was approached by a PR new to the world of journalism who had some questions. So I thought I’d share my answers.
These are based on my experience as a B2B journalist in the UK; journalists in other countries may operate differently.
Do journalists read all the press releases they get?
Very unlikely. The sheer volume of press releases you receive as a journalist means it’s impractical to read every one.
I used to decide which to open based on the email’s subject line and who had sent it.
And even if I opened it, I might just read the first paragraph or give it a quick scan and not necessarily do anything with it.
The reputation PR’s build is important. Those that send irrelevant or fluffy press releases are more likely to get overlooked.
How often should you catch up with journalists?
Different journalists will have different preferences, but bare in mind journalists are incredibly time-poor, so they will look at what value they can get out of conversations.
The key is being useful. If you have great stories, interesting insight and comments, that will help build a good relationship, and they are more likely to find time to catch up.
Getting a reputation as a PR that is always ‘bugging’ journalists without a good reason won’t do you any favours.
Continue reading “B2B Press releases: Your questions answered”
