Contacting journalists .

If there's one thing that really annoys journalists, it's being telephoned when they’re in the middle of writing something, by someone who wants to know whether they got a press release.

They've had fifty, for God's sake. And there is probably only a slim chance that they’ll remember yours. But that presents something of a problem, because unless you ring, how are you going to know whether they got it? Press releases go astray all the time.

Afternoons are never much good for daily newspaper journalists, as they’re rushing to meet deadlines for the next day’s edition, and won’t appreciate your call. Also, never ring a national newspaper when there is big news breaking (watch the latest TV news bulletin before you start ringing).

NEVER open the telephone conversation with “Hello, my name is Brian Smetherington, I wonder if you got my press release”. Instead, introduce yourself and ask the journalist if they've got a couple of minutes to hear your story (they'll be pleasantly surprised you've been polite enough to ask). Then tell the story as if you had never sent the press release in the first place. If the response is: “Ah yes, I saw a press release on this”, you can ask whether they think they’ll be doing anything with it. If the response is: “Do you have a press release, you can say you’ve already sent one. It’s obviously gone missing; can they give you an e-mail address to re-send it to. Either way, you’ve made contact, elicited some sort of reaction to your news, and all without asking whether or not they received it.

Writing of any sort requires concentration and undivided attention. Journalism probably requires these things in greater measure, as in addition to the requirement for good copy, there are deadlines to meet. So, don’t expect to be met with a warm response from every journalist you ring. Most are helpful and polite. A small minority, usually the ones under greatest pressure, will just tell you to bugger off. Don’t let the rude ones colour your opinion of journalists per se. Just take it on the chin, and move along to the next one.

Unless your press release has been met with a hugely positive reaction, or you know the journalist well, don’t expect them to commit to publishing your story. Chances are that it’s not their decision anyway, and the best you can hope for is a broad indication of whether they liked it.

Finally, a word of caution. By all means have a laugh with a journalist to get them to warm to you, but don’t forget that you are on record, and off-the-cuff remarks may be taken down and used against you. If it happens to you, and some unfortunate remark is reprinted, put it down to experience. Learn from it. Complaining, in most cases, is a complete waste of breath.

Last updated: February 2007

Related public relations idea guides and resources:

• What is public relations?
• When and how to use public relations
• Choosing a PR agency
• Writing a press release
• Targeting press releases
• Sending press releases
• The media embargo
• Measuring and evaluating PR
• Consultheguru for a PR idea for your business