Blog Post

Why the relationship between PRs and Journalists is so important

By Kate Fallis

There’s always been a strange kind of love/hate relationship between PRs and journalists. I’ll admit, when I worked in radio as a newsreader and reporter, I always thought it was a tad annoying when PRs would call up and flood my inbox with emails. When I left that role to move into PR, I certainly felt like my journo friends looked down on me as though I was a traitor! However, 8 months on in the broadcast PR industry, I’ve come to understand and appreciate the importance of the relationship between journalists and PRs.

Respect each other

Respecting each other is important and it needs to go both ways. If you’re rude to a journalist, they’ll remember it, and vice versa! When it comes down to it, journalists sometimes rely on us to get them the sources they need and they will always be very polite when they want something.

But they’re not just sitting around waiting for us to call or send over a press release, so when we do, we need to understand we’re coming into their space and may be calling at an inconvenient time. Never call regional radio on the hour for example, when they’re reading the news. They’re often under a lot of pressure and working to tight deadlines, so as PRs we need to understand that and not take anything to heart if they’re a bit short on the phone. We’ve all had the usual brush offs – “can you send that through to *insert generic email address here*?”, but just keep in mind that you would probably do the same if you were in their position. Best thing to do is try again the following day, perhaps at a different time, and see if the response is different.

For journalists, I think it’s important for them to remember PRs are doing a job too. We don’t just call for the fun of it – we’re pitching stories we think will be suitable for their news bulletins or programmes. I think sometimes journalists forget about that and think we’re pests! If they constantly dismiss PRs, they could be missing out on amazing content for their station now and in the future. While I wouldn’t expect them to spend 10 minutes on the phone with every PR, at least listening to a quick pitch is all it takes for us to feel respected.

We can work together

Working together is the best way to keep developing the relationship between journalists and PRs. Here at Shout! Communications, we often have journalists come and speak at events, explaining how we can work with them better, so the opportunities are certainly there. They do understand we have some great content available, but we need to target them in the right way. Here’s a few tips to keep in mind when pitching:

* Know your stuff – There’s no point offering a celebrity chef to a publication or station that only covers medical stories for example. You don’t want to look silly!

* Call at a convenient time – If you call when a programme is on-air, or when journalists are in their daily planning meeting, you’re surely going to get a rushed response, if any at all.

* Don’t pester – Email is a much less aggressive way to get in touch than constantly calling; when you do need to call to clinch the opportunity see the above point!

* Be relevant – Target journalists who will be interested in the story, whether that’s by the topic alone, the area it affects or the kinds of spokespeople you have available.

What we can do to stay valuable to journalists?

More Blog Posts

Big Talk audience
24. May 2024
For our Big Talk event in May 2024, we were joined by over 100 PR and communications professionals to, metaphorically, spend a day in the life of the BBC.    Gain an insight into BBC Sounds, The One Show and Morning Live, as heard by Shout! Communications broadcast consultant Marta Malagon Manas. Director of BBC [...]
RAJAR logo
16. May 2024
More people are listening to the radio than ever before.   In fact we listened for over one billion hours in the first three months of 2024. That’s according to RAJAR, the organisation that measures radio audiences in the UK.   It’s latest quarterly figures  (for Q1 2024)shows that 49.9 million people tune into radio each week [...]
people on a zoom call
19. Apr 2024
There've been a lot of changes for BBC Local Radio in recent months, which have included redundancies and job cuts.   Programme wise some stations have been bandied together so at certain times of the day one show is multi-cast over multiple radio stations.  A lot has happened, so we were delighted that our latest [...]