Any public relations consultant will tell you that the thing that scares business owners the most is a call from a journalist. Everyone seems to be scared to pick up the phone and call them.
Journalists are busy and have a reputation for being a bit rude. But that shouldn’t put you off. You just need to know how to speak to them and pitch your ideas.
As a PR consultant I have learnt that the prospect of spending time with a journalist will either fill you with excitement at the idea of some great brand building media coverage. Or it will fill you with sheer terror!
Normally any concerns will go away if you work with your public relations team or PR agency to focus on three key things.
1. Journalists are human beings.
I know it’s hard to believe but, as someone that – whisper it – once was one, I can reassure you they are just doing a job, same as everyone else.
Their job is to help their readers (your customer base) understand your story. What they write and the subsequent media coverage can raise awareness of your products and help with your brand building and marketing activity. They should be your company’s BFF.
But like any good BFF they will sometimes ask you tricky questions. Ones that you might not like. They are just doing their job and trying to tell an honest and truthful story their readers will believe.
So before you pick up the phone to pitch them an idea make sure you know what it is and get to the point.
Remember they need to ask the difficult questions to keep the credibility of their readership. So you need to make sure you have some colleague BFFs, or preferably a PR consultant, briefing you before an interview so you can prepare how best to answer them.
2. What’s the story?
If a journalist wants to interview you they probably already have an idea what the story might be. Ask them – or get your PR agency to ask - what they think the story is before you start. That way you can discuss what you think the story is. It gives you the chance to control the media coverage and own the narrative of your business.
You need to know what your story is and get excited about it. If you can’t no one else will and the opportunity for brand building and increasing awareness of your products will have been lost.
What’s the most interesting thing happening in your business? What’s setting you out from your competitors? What are you doing differently to everyone else? You need to have answers before you talk to a journalist because otherwise they will control the narrative.
So prepare in advance. Don’t come to a conversation without answers to the obvious questions. You will just be wasting their time and yours.
3. Proof Points
Whatever your story is you need to have some evidence to back it up. If you want to tell the story of how you deliver the best customer service in the industry you need to have testimonials and Trustpilot scores you can reel off the top of your head. Any credible public relations strategy needs to be built on trust.
If you want to say you have the best technology in the market then show them it.
Often businesses want to tell the story of where they will be in 5 years’ time. There is no harm in sharing your vision but you need to be aware that the story right now is different to that vision. They will be inextricably linked but distinctly separate.
By focusing on these in your interview prep you have nothing to be afraid of!
If you STILL find yourself worrying then I suggest you read these books as they will give you a good understanding of what journalism is and why we need to protect the free press. The second book on this list led to the capture of a serial killer.
3. The Journalist and the Murderer
If you secure a media slot and want advice drop me an email - I’m always happy to help.
If you want a copy of my book 100 PR and Content Ideas for your Business click here.
For my FREE guide 10 Steps to Writing your PR Strategy click.
And don’t forget to join my Facebook group by clicking here.
Alison Jackson-Carter is a ‘PR Pro’ who has spent her career helping people and businesses share stories. As a journalist she spent her 20s working for newspapers, ITV’s This Morning programme, Sky News and 5 News. She then moved into PR where she has worked with hundreds of household brands to increase their media profile.
Since she moved to PR she has led teams that have won awards, launched a successful podcast that has been downloaded more than 100,000 times, and achieved millions of pounds worth of media coverage for brands.
Her passion for supporting women in business led her to launch Enlighten PR where she helps small business owners and entrepreneurs raise their profile and communicate with confidence about their business. In her downtime she can be found listening to The Archers or trying to read while her children and dog climb all over her.