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Mastering PR from a Journalist's Perspective

Get insider tips on securing media coverage, crafting compelling press releases, building relationships with journalists, and avoiding common pitfalls in public relations. Learn the essentials of creating newsworthy stories and capturing media attention effectively.

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Mastering PR from a 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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