01
Feb
11

What do journalists really want?

Had an interesting talk with one of the members of staff in the DMU press office last week.

She does most of the story and quote pitching to the media about DMU.

Now, when I think of pitching a story to a journalist, I think phone. But apparently my thoughts are very wrong. My views of a press office or PR department has always been about phones ringing off the hook and PR’s running about taking journalists out for boozy, luxurious lunches! But apparently and from experiencing different placements at PR companies, my views aren’t entirely true.

Apparently using the phone to ring up a journalist to tell him/her about a story they would be interested in is not done at all.

Journalists prefer you to write them an email pitching a story. But not just any old email, no, there are requirements to this email that need to be followed. PR’s need to get straight to the point in the email and keep it very short and simple.

This confirms that, as you can read in my previous blog on press release writing, press releases are the most common way of PR’s contacting journalists. Now I know why.

Funny that most PR agencies or in-house PR departments still think you should ring a journalist instead of bombarding them with emails.

But for some reason I don’t really see the logic of why journalists prefer emails to phone calls. I have a thing about logic, and most people won’t find my logic very logical. But I will give it a go at explaining it.

In previous research for one of my essays about the relationship between PR’s and journalists one of the main conclusions was that journalists have less time to go out and find stories and go out for lunches with PR’s to create good relationships. Journalists have become desk bound. This means that journalists are just churning out stories from information that PR’s are sending them via email.

This is all very logical but then there is no relationship between PR’s and journalists and I think this is an important issue. PR’s and journalists need each other and should therefore have a good relationship.

But isn’t it much nicer to speak to a friendly person on the phone than exchanging emails every time? Emailing is so impersonal. Not that all journalist are friendly on the phone, especially when on deadline!

We are all to bound to our computers, laptops, smartphones and iPad now a days. We post everything online and hardly speak to each other anymore. But for a relationship to work you have to speak to each other.

Have gone off track a bit from pitching to the relationship between PR’s and journalists but I would like to hear your views on either of these topics. Or on logic for that matter!

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1 Response to “What do journalists really want?”


  1. 1 Jane Redman
    February 1, 2011 at 13:30

    Perhaps you should compromise – email and follow up with a phone call! Either way you’ll reach the journalist!


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