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The Sun's political editor Harry Cole has shared screenshots of his inbox which give a great insight into how PR people are pitching budget comments. There is lots for PR professionals to learn from these two screenshots. One is the need to get to the point. Put your opinion up front. What is the point if all the journalist can see when they scan is "Budget Statement from XYZ", "Press release for immediate release", "Hi Harry, if you are covering the budget". My second point is a tip. When I've pitched budget comment in the past I've set it up in advance so the journalist is expecting or wants an opinion on something specific. If there is a surprise in the budget that you also want to comment on at least you know it is likely to be seen. #publicrelations #pr #communications
I’d be shocked if most in PR didn’t prepare Budget reaction this year in advance of the day, given that much of it had been trailed. But the reality is that it’s still hugely competitive to cut through on big set piece occasions. Depends on the name of your org, what you can offer in advance, your pace of response, and your relationships with desks and also wires as to how much you are going to cut through. I get the point being made in the post, but personally I’m not certain the subject line makes a difference in the context I’ve made above. Do agree of course of hitting with a good soundbite as quickly as possible in the first par. But, even so, in many respects, as Harry’s inbox demonstrates, it’s a lottery if you’re relying on the strength of your subject line.
Legend only 😂
Stuart Bruce
3y
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Completely agree with Jane Kerr, if you don't have something important to say don't say it at all. You want your company/CEO/etc. to look professional, having an expert point of view on a specific question and it has to add value to the discussion. So, how can you be sure you will have something new or controversial to say in case you are pitching media in advance, Stuart Bruce?
Ruth Wilson
3y
It illustrates the futility of a blanket email approach. Tricky when you can’t get through on a phone any more. But if you don’t mind my saying, this is nothing new. I started out as a journalist and then it was opening piles of posted in press releases (showing my age!). After just a second’s glance they were on a spike or not. The challenge for PRs has always been to try and cut through the noise, especially when dealing with a national. Hopefully all the PRs here had other, more targeted media opportunities for their clients as well. Not very nice for them to be shamed in this way.
I wonder Stuart how many ‘fla(c)ks’ avidly read Harry’s columns, have analysed his political commentary? 🤔 The old cliche of ‘Think like a reporter, write as a reporter’ is right to a point. But until you understand the areas/themes/views the journo has a passion for penning, then press releases such as those in Harry’s inbox will at best never get read and worse, burn a lot of carbon!
Evidence - change - purpose
3yIntriguing ! I also like the use of PRESS RELEASE in capitals.