Let’s Talk
Anyone can send an email to a newsdesk.
And yes, some PR consultants and agencies still take that scattergun approach – sending the same pitch to hundreds of journalists in one go and hoping for the best. In reality, that approach rarely works.
Effective PR is far more considered than that.
Today I spoke with two journalists – one in person and one on the phone – and it was a timely reminder of what really matters in this industry: relationships.
Not just being one of thousands filling an inbox with press releases that sometimes read more like adverts (not mine, I should add), but actively engaging. Asking what’s working for them, what isn’t, whether we’re approaching the right people, whether those contacts are even still in post, and whether they’re quietly tired of seeing my name appear in their inbox. Thankfully, on this occasion, the answer was no.
That kind of honest, ongoing dialogue is where the real value lies.
So my message to clients – and prospective clients – is simple: don’t assume a press release is written, distributed, and then automatically picked up. There is a significant amount of work behind the scenes to shape the narrative, extract the real story, and clearly define the “why this matters”.
And if I can’t see why it matters, I will say so.
When stories don’t immediately land, that isn’t the end of the process, especially when the story isn’t time-sensitive. In many ways, it’s where the real PR work begins – chasing, exploring alternative angles, testing different outlets, refining the story, and continuing to fight the corner for clients in other ways. That can only happen and succeed because of those ongoing conversations, relationships and a willingness to adapt. I never give up at the first hurdle.
Yet, it’s also important to be clear: there are no guarantees of coverage. Editorial decisions sit with journalists and editors, not PR professionals. We can craft a strong, well-written, tightly positioned piece that gives a story the best possible chance, but once it’s in their hands, it is entirely their decision whether to use it, adapt it, or move on.
All we can do is position it as effectively as possible and maximise the opportunity for coverage.
And to the journalists – we understand you can’t respond to every email. Time is tight. But when you do pick up the phone, or are open to a conversation about what you need and how we can work together, it makes a real difference. It’s in those conversations that stronger, more relevant stories are built for the audiences we are both trying to reach.
Take journalist Peter Ranscombe and I, for example, sharing a drink in the sun by the V&A Dundee this morning. We’ve known each other for years, going back to his time as an undergraduate at the University of St Andrews (illustrated by his cap!) when I was a Press Officer. That relationship has endured because of ongoing dialogue, shared understanding and a willingness to explore ideas together.
That is the heart of it.
Contacts are not just part of PR; they are everything. In many ways, they are my life’s work. They are built slowly, maintained carefully and relied upon constantly. And without them, the work simply doesn’t happen in the same way.
If you’d like support with your communications, please contact me – claire@graingerpr.co.uk / 07912 324 264.