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PR from the Journalist’s Perspective

PR from the Journalist’s Perspective. Suzanne Elsworth Elsworth Communications. The reality check. Just because you exist doesn’t make you a story There are no guarantees you’ll get coverage Expect to be misquoted Choose your battles carefully if something does go wrong. The good news.

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PR from the Journalist’s Perspective

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  1. PR from the Journalist’s Perspective Suzanne Elsworth Elsworth Communications

  2. The reality check • Just because you exist doesn’t make you a story • There are no guarantees you’ll get coverage • Expect to be misquoted • Choose your battles carefully if something does go wrong

  3. The good news • You CAN find ideas to capture their attention • Show not tell – a picture tells a thousand words • Do your research • Build a relationship • Plan for the future

  4. Press release essentials • Who? – Give the journalist some background about your organisation and the people involved. • What? – What’s the story? What are you doing that’s new, different, exciting or interesting? • Where? – Where’s the story taking place? Crucial info, particularly for regional media • When? – Must be new news – or at least look like it • Why? – What are you hoping to achieve by whatever it is you’re doing? Publicity? Fundraising? • How? – How did you make it happen? Funding? Volunteers? • Notes to the Editor – the practical stuff like contact details, biographies, more detailed history.

  5. Proofread – again & again! Not looking forward to work tomorrow, maybe it’s time for a change. OR Not looking forward to work tomorrow? Maybe it’s time for a change.

  6. Pet hates • It’s not a story, it’s an advert • Rambling text with no obvious story • PDF attachments – text or pics • No contact details • No-one available for interview • The follow-up call...

  7. But they love... • Text they can just run with • Imaginative pic ideas • Consideration for their deadlines • Contacts they can trust But most of all they love...

  8. CAKE!

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