Replying to journalists in the right way can be the difference between front page news and being passed over for a competitor. The ResponseSource Journalist Enquiry Service, which is part of Vuelio, connects journalists in need of support or expertise and the right PRs who are looking to secure coverage.
With over 35,000 enquiries sent through the ResponseSource Journalist Enquiry Service every year, we’ve picked up a few tips along the way to help you get great results from responding to journalists every single time:
1. Read the request
Take the time to understand what is being asked and craft your response accordingly. Remember, as well as a great coverage opportunity, this is also a chance to build relationships with new contacts and unlock future success.
2. Be relevant and specific
Stick to answering with material specific to what was asked for and avoid going off-topic – the more relevant your response, the better chance you have of getting coverage as a result. Completely off-topic replies are likely to get ignored, so it’s best not to spend your time on these.
3. Leave out the jargon
Don’t respond with buzzwords or acronyms and avoid technical jargon unless you can explain it succinctly. Lead with the most relevant information first, then add details or supporting points.
4. Be prepared
Make sure you’ve got any extra information on hand and that any spokespeople you’ve offered for expert comment are available.
5. Get in quick
For the best results, get your well-crafted response sent in plenty of time to beat the deadline – this not only gives you a good chance of a result but also helps the journalist out by not leaving it until the last second. Every enquiry sent through ResponseSource comes with a deadline, which is when the unique reply-to email address also expires.
Are you using the PR industry’s best kept secret? Take a free trial of the ResponseSource Journalist Enquiry Service.