Advice on Media Training

They say there’s no such thing as bad publicity… Well, frankly, ‘they’ are wrong. There’s a skill to getting your PR right. Getting outstanding coverage of your product in the press is never as simple as sending out a release… you need to target the right audience and the right journalist, at the right time and with the right information. I know it sounds simple but you’d be amazed at how many companies get it wrong. As the editor of a monthly kitchens magazine it’s amazing how many emails I received about bathrooms, baby clothes and gardens. Not only is that a waste of resources, it’s likely to annoy a busy journalist who has better things to do than delete emails that are of no interest to them! Although I’m not that difficult to please, I don’t think it’s too much to ask that a press release is sent to the right person, includes key information, is presented well and is easy to access.

But if you’re not currently in the market for a full PR service, how can you still ensure you are in the best position possible to get your message out there in a concise, informative and effective way?

If you are planning to deal with your own media relations, for whatever reason, then a canny first move is to take some advice from the professionals. In my opinion, it’s a false economy to think you can’t even afford to speak to a PR to get the benefit of their insight… you simply can’t afford not to. I’ll let you into a secret, as an editor there was nothing that dismayed me more than the sentence ‘We have an in-house PR’. Of course, there are companies that get it right but in my experience it’s rare and invariably because they’ve taken professional advice before they start.

So it stands to reason that if you want advice on developing a PR strategy, you should ask a PR. After all, they’re the people who have insider knowledge on who to target in the press and how and give you tips on the main dos and don’ts of press releases and how to get your message and imagery right. Big Bark’s PR training programme will help you to understand how the media operates so you’re as well-placed as possible to develop an effective media strategy for your company.  To find out more give us a call on Tel: 01306 731331

What to avoid

My top 3 PR nightmares

1 What’s it all about? There’s nothing more likely to annoy than a poorly written, incomplete press release. Remember you’re dealing with journalists, so badly written copy, vague information and spelling errors will instantly create a bad impression of both your product and your business.

2 Do they mean me? Releases sent regarding products that a writer or editor doesn’t cover are not just a waste of resources from your point of view. Spending time deleting press releases and having to remove themselves from contact lists is a waste of journalists’ time, too.

3 Are you there? Your key job as an in-house PR is to get your product coverage in the press, so if you are not responding to copy calls with appropriate information then you are almost worse than no PR at all. These days, journalists just don’t have time to chase up images and copy for features and if I’ll bet a pound to a penny that if you continue not to respond you’ll soon discover you’re off their copy-call list for good.