7 Ways to Help Journalists Help You

We asked journalists what PR pros can do to be better partners – from the best pitching approaches to the types of content that get coverage – for insight that will help foster mutually beneficial relationships and ultimately save time (and frustration) for both sides. (Hint: It’s easier than you think!):

1. Do your homework.

For 61% of journalists, one of the biggest ways PR people can help them (and themselves) is by understanding their target audience and what’s relevant to them. “Ninety-nine percent of those emailing me have never even read a story I wrote,” said one respondent. “I don’t expect every single pitch to be relevant, but if you have no idea of my beat, you’re just spamming me.” Before you reach out to journalists, do some research to make sure your pitch makes sense for their audience. Otherwise, that pitch you worked so hard on will just end up in the trash folder – and that’s a waste of time and energy for both of you.

“Ninety-nine percent of those emailing me have never even read a story I wrote.”

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2. Be a trendspotter.

As mentioned earlier, journalists are looking for stories that speak to what’s happening in the world right now – and that will have bearing on their audience. Set up alerts and use social monitoring tools to stay ahead of news, emerging trends and the conversation around it all to ensure you’re developing timely narratives.

3. Time it right.

Unlike Garfield, journalists love Mondays – at least when it comes to getting pitched. The majority (60%) prefer to receive pitches on Monday, while Tuesday is also good for 43%. A significant number, however, prefer pitches on Friday (28%) or over the weekend, likely for weekend coverage or to plan for the week ahead.

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If you’re going to engage more than one journalist at a news outlet, be up front about it. “Don’t send the same pitch to three different people in the same office separately, just email us all together,” one respondent recommended.

What day of the week do you prefer to receive pitches? (Please choose all that apply.)

4. Give them time before following up.

Many journalists want two to three days (or even longer) to look over a pitch before a PR pro follows up with them. Nearly 3 in 10 journalists say they never want follow up. The worst times to follow up with them are bookends for the day (before 8:00 a.m. and 4:00 p.m. or later) while their sweet spot for following up is generally from 8:00 a.m. to 12:00 p.m.

When should a PR professional follow up with you after sending a pitch? Choose the best response.

What is the best time of day to pitch or follow up with you?

5. Plan ahead.

Over one-third of journalists (35%) would like to see a list of stories you have planned in advance. While 33% of journalists plan their stories in real time throughout the day, 1 in 4 (25%) journalists plan their stories a week ahead; 18% plan a month ahead.

6. Get graphic.

Provide journalists with multimedia elements that bring your story to life, and your pitch is less likely to wind up D.O.A. The overwhelming majority of respondents (82%) included images with their stories in the last year, followed by videos (45%), infographics (43%) and social media posts (39%). On top of this, more than 1 in 5 journalists (22%) explicitly said they wish PR pros would include multimedia assets in their press releases.

As one journalist put it, “It’s beyond comprehension that any PR person/agency can send out a news release without an image and logo. What website or publication runs a story without an image? What publication has the resources to waste time searching for an image or logo…?”

Which multimedia or data elements have you included in your articles over the past 6 months? (Please choose all that apply.)

7. Give them what they want (what they really, really want).

When asked what type of content they want to receive from brands/organizations, the vast majority of journalists (78%) want news announcements and press releases (which is also the source of content journalists said they find most useful). More than two-thirds (68%) want original research reports (like trends and market data), 45% want invitations to events, and 43% want initial ideas for story development. In addition to more in-depth pieces, you may also want to consider sending brief pitches with fast facts that enable them to quickly produce short-form content.

78% of journalists want to receive news announcements and press releases from brands/organizations.

What can PR professionals do to help you? Check all that apply.

Important Note: Always Deliver On What You Promise

Two in three journalists say PR pros can help them by providing them with data and expert sources when they need them. “When they need them” is key here:

First, make sure they have your cell number so they can quickly reach you, especially if you’re working from home.

Second, be proactive and attentive. Many journalists expressed frustration with PR pros’ lack of follow-through. “I’ve gotten a number of pitches recently where they offer something up and don’t deliver,” said one respondent. “Don’t send a press release, then be unable to put me in touch with anyone from the company who I asked to talk to,” added another.

Finally, be careful about who you choose as your “expert source.” As one respondent advised, “Provide the most informed sources, rather than spokespeople or designated talkers.” Another added, “…Actually set up interviews rather than just provide canned statements.”

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How PR Pros Can Build Better Relationships With Journalists