PR Consultants Cutting Corners on Research Risk Jeopardising Journalist Relationships, Says Punch

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Busy PRs not dedicating enough time to research and reading risk jeopardising relationships with press targets before they’ve even begun.

Punch is a boutique PR agency with the skill set and client base of a global agency.

www.punchcomms.com

Properly researched and well-planned pitches can reap many more rewards than lengthy media follow-up call sessions with a one-size-fits-all approach to pitching.

Busy PRs not dedicating enough time to research and reading risk jeopardising relationships with press targets before they’ve even begun, according to integrated PR, search and social media agency, Punch Communications. Going back to basics and not cutting corners in the vital early stages of a campaign are key to success, says Punch.

Daily time pressures mean everyone is multi-tasking and trying to get more done in the working day. However, if the time isn’t spent on researching the press target, the sorts of topics they write about and the way they like to be contacted, it will show – thus affecting chances of success when pitching a story.

Says Pete Goold, managing director at Punch Communications, “While increasing workloads can mean PRs might feel there isn’t time to properly research a press target, better time management needs to be exercised to ensure this is done as it is crucial – often meaning the difference between a great start or a lost opportunity for a good journalist relationship and subsequent press coverage. Pitching something to a journalist that isn’t even remotely close to what they’d normally cover can jeopardise the relationship for the future. Journalists have always got stories to tell about ridiculous stories that have been pitched to them that are a million miles away from their remit.

“With the growth of online publications and many print outlets having an online presence, it’s never been easier for PR consultants to look up articles that a press target has written to see the sorts of topics they cover and in what style. You can exactly tailor a pitch to their needs and maximise chances of success. Pitching a story needn’t be a box-ticking exercise, as it can be in some PR agencies. Properly researched and well-planned pitches can reap many more rewards than lengthy media follow-up call sessions with a one-size-fits-all approach to pitching. Quality not quantity is key,” he added.

Punch Communications is an integrated search, social and PR agency. For further information about the service it offers, visit http://www.punchcomms.com or call 01858 411600.

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