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This campaign from Kiehl’s is wonderful for so many reasons. But the reason it works? Let’s delve in……
Journalists are faced with hundreds of emails every day – some relevant, many not. Understandably not every email can be responded to, and for any business owner trying to cut through the noise this can be quite disheartening.
There are a few golden rules to follow when reaching out to media:
With inboxes fit to burst your email can easily be buried, and a gentle follow-up is often gratefully received. Know when to stop – once or twice at a push is all that is needed. If you still have no response, don’t take it personally! You can keep them on your list and re-approach at a later stage with other news.
Ahead of reaching out, make sure you feel confident that the topic is something the journalist covers and that it would be of interest to their publication. Who is their audience? How will your input help to support or inform that audience?
Journalists needs news – be that a new product, company news or a new initiative/service – so always come armed with something to talk about. It’s worth pressure-testing this with people you know – what may be news internally may not be news to the outside world.
Consider what is on the wider news agenda at the same time. Will you be competing against a breaking news story? Can you use an existing news story to your advantage and add value? Timing does make a difference. That can also mean the time of the day. Make sure you get your pitch in early doors – many journalists have morning meetings to discuss news stories and an email at 8/9am may just make the difference.
The Comms Bar runs workshops to give businesses the tools to be confident in their outreach to journalists. Get in touch to know more!
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Want to know more? See if we’re the right fit for you and get in touch at rachel@commsbar.com for a free consultation.