If you’re a client of a run-of-the-mill B2B PR agency it’d be easy to end up with the impression that good media relations is a skill of a bygone age. “Oh no we don’t call the journalists, they’re busy people, it’s email or nothing. But don’t despair, we use JustAnotherNewswire.com – those guys will distribute our carefully crafted news releases to thousands of journalists – it’ll definitely get picked up somewhere.”
We’ll now deconstruct that sentence from the viewpoint of a B2B PR agency that enjoys great media relations and boasts a wall of national coverage in its office.
“Oh no we don’t call the journalists, they’re busy people, it’s email or nothing.”
Journalists are busy people. Tight deadlines, rolling 24hr news, staff cuts and a million and one publishing platforms mean they’re busier than they’ve ever been before. But it also means they need more newsworthy, interesting content than ever before. Most will freely admit their inboxes are broken, so unless your B2B PR agency has a great story, a solid pitch and a distinguishable email, then you’d better be launching the next iPhone otherwise you’ll struggle to get the coverage you crave. Good phone pitching is at the core of our PR business – and we’ve got a worn-looking success gong to prove it!
“But don’t despair, we use JustAnotherNewswire.com – those guys will distribute our carefully crafted news releases to hundreds of journalists…”
Newswires do not distinguish between newsworthy quality material, and tripe. If you pay the fee they’ll distribute anything. As far as they’re concerned, if it’s not newsworthy then it won’t be picked up and covered. But unfortunately for clients of JustAnotherNewswire.com, journos know there’s no quality control, so why should they bother sifting through the rubbish to get to an actual story? Oh and pro tip: as soon as anybody starts mentioning circuits of media contacts numbering in the hundreds, be wary. There just aren’t that many journos interested in what you have to say. Think one interested body per vertical media outlet and national broadcast/print outlet of interest – any more than 15, and you’re probably badgering the wrong people.
And please, don’t forget to make your news release newsworthy. Avoid jargon; get the essentials in paragraph one; don’t repeat information in quotes; be interesting; maybe even throw a couple of useful pictures in. It’s not hard to be a B2B PR agency that does media relations well, but many struggle (we say this with both our PR and publisher hats on).
JustAnotherNewswire.com isn’t lying. It will get picked up. But it won’t be anywhere your target audience has ever heard of or will ever read. It’s almost as if newswire companies host sites to publish their unfiltered distributions.
So save yourself the hassle and get in touch today. We know what we’re doing and are happy to prove it with great results and testimonials from clients and the media alike.
TopLine Comms went to great lengths to understand this very complex issue and ensure that both sides of the story were heard. They made sure we responded with consistent messaging every time the issue was raised in the media and by the time the consultation was announced in late 2010, journalists were approaching us for our opinion as we were viewed as thought leaders on the issue. The press conference was timed to perfection.
The government has put the international education sector under an exceptional amount of strain over the last two years, representing a major threat to our own business and the UK’s recovering economy. We really felt TopLine had Study Group’s, and the sector’s best interests at heart throughout the process and they played a major role in securing the immediate future of the UK’s second biggest export sector.