The difference is not in the goals you set. After all, you need journalists, and they need you, but it’s all about how you execute said goals.
Here are four things that journalists wish every public relations professional would do:
1. Target pitches from a place of service.
Mynewsdesk recently surveyed thousands of journalists to find out why they often have a negative view of brand storytelling, and what PR contacts can do to improve their relationship with reporters.
journalists say they get turned off if a PR pitch focuses on the brand’s needs instead of the writer’s, when PR professionals are “always looking to sell something” and when submitted stories lack journalistic standards required for airing or publication.
So, the first step toward making yourself an indispensable resource for your media contacts is targeting your pitches from an angle that serves them. What can you and your clients offer that a reporter needs?
2. Research the journalist and their publication.
The “spray and pray” approach to establishing media contacts just doesn’t work, and it might even hurt your credibility.