PR professionals not reading papers before pitching according to journalists

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PR pros are failing at their jobs according to journalists because they are not spending enough time reading the papers before making their pitches.

In a survey examining the relationship between journalists and PR professionals (hacks and flacks) conducted by PR Week,  nearly 50% of journalists questioned couldn’t agree with a statement that said that PRs were good at their jobs.

The general opinion was that PRs were not investing enough time into reading newspapers and magazines before pitching to them and as a result, much of their communication was deemed irrelevant or spammy.

One journalist who took part in the survey said: “I receive a fair amount of calls from PRs who have no idea what the magazine and website I work on are about.”

This should be of concern to everyone in the PR industry. If journalists view half of all PR communications as unprofessional – it threatens to tarnish the entire industry. How many bad PR pitches does a journalist need to receive before they just start ignoring them all?

The real tragedy is that delivering targeted pitches isn’t rocket science – its simple best practice which should be hammered into every junior PR from day one.

Untargeted communications waste everyone’s time – and in an industry where time is (client’s) money – we cannot be so reckless. Ultimately, I would question any PR’s professional reputation if they didn’t include a little-targeted reading time into their working day.

How Professional Are Journalists?

While the survey suggested that PR pros considered their colleagues in journalism in a more kindly light, many expressed their concern at how budget cuts in the industry were impacting on the quality of journalism (particularly in local and regional titles).

One PR pro surveyed said: “Budget cuts in local media mean there are more unqualified reporters churning out inaccurate copy than there should be on ‘the home patch’”

PR Week is promising to reveal further results suggesting how the two professions view each other. Watch this space.

6 Reasons Why Media Monitoring Is Your Secret Weapon

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Press_Release_Brochure-220px Are you doing all you can with media monitoring?
Setting up keywords, applying some restrictions, and selecting a media universe in which to track your organisation, the markets in which it operates, and the way it is perceived. Essential, of course – but a little bit boring? It doesn’t have to be that way.

Our latest white paper tells you how to maximise the value of media monitoring – and in the process, put yourself at the heart of your organisation.

You’ll learn how to:
• Master your industry and become the person people come to for information, ideas, and creative energy
• Prove the value of your work your colleagues, your boss, their boss – every single day of the working week
• Help those around you become better salespeople, marketers, managers, developers – and help yourself become a genuine leader

Fill out the form to download it now.

The New Social Media

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The New Social Media

Just when you think you’ve got the hang of social media, a whole new set of challenges emerge: new technologies, new audiences, new best (and worst) practices.

The-New-Social-Media-Brochure

Do you know what the next wave of social media can do for you and your audience?

Our latest white paper examines three of the fastest growing social media channels for 2016 and gives you the lowdown.

You’ll learn:

– what the channels are and how they work

– who’s actually using them

– what PRs are doing with them

Get ahead of the curve and make sure you’re expert enough to meet the challenges and make the most of the opportunities provided by the latest social media.

5 Steps To Managing A Crisis In A Social World

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Would your business survive a PR catastrophe?

In a world of social media, there is no such thing as a small crisis. When a simple tweet from a disgruntled customer can today prompt a global backlash, PRs and marketers must be armed with the skills to cope with a crisis as it unfolds.

Joined by PR & media consultant, Kathryn Kelly, we’ll take you through:

  • The impact a social crisis can have on a brand’s reputation and revenue
  • How to identify and avoid a potential crisis
  • Steps to manage and respond to a crisis