Selling in to journalists

Journalism is largely a buyer’s market.  The PR is the supplicant, with the journalist deciding whether or not to grant a favour.  This doesn’t mean that the PR has to become Uriah Heep when approaching a journalist, but it pays to follow some of the basic rules of engagement.  Here are five Top Tips:

• Do your research – Are you approaching the right journalist?  Are you peddling old news?  Are you ‘teaching your grandmoher…’?
• Cut the puff – Hyperbole and corporate waffling are instant turn-offs.
• Keep it formal – It should be ‘Mr’ or ‘Ms’ until the journalist indicates otherwise
• Don’t be illiterate – If you really don’t know the difference between ‘its’ and ‘it’s’ or ‘uninterested’ and ‘disinterested’ – your spellchecker won’t help you here – get a less gramatically challenged colleague to proof read your email
• Never assume that a journalist has time to speak to you – an unsolicited telephone approach should always start with an “Is this a good time to talk?” intro