No matter what everyone says about PR going digital and social, our most important publicity-getting tool is still the old, reliable telephone. When we have news, we use press release services, we email our contacts, but I’d say 75% of the media articles we get for our clients is “closed” over the phone after discussion with the journalist.
But journalists require sensitive handling on the phone. Below are some of our phone etiquette tips for PR practitioners, or entrepreneurs who are PR DIYers.
1. Preparation is key.
Much of your work is done BEFORE you even dial the phone. Be prepared with your pitch: what are you pitching and why, oh why should the journalist care? Make sure you have something newsworthy to talk about. If you’ve done your homework, you know that particular media outlet’s editorial calendar, the journalist’s beat and have something relevant to offer.
If you’re nervous about talking to journalists, you’ll do better by practicing first, either by yourself or with a friend. After you deliver your pitch, have your friend ask: “So what? several times until you are sure that you can deliver your key points succintly.
Aside from practicing what you want to say, you want to practice your delivery as well. Aim for an enthusiastic but business-like tone. Although the person on the other line can’t see you, smile as you speak. It adds a sparkle to your voice. Speak clearly, confidently, and respectfully.
2. Timing is everything.
The worst thing you can do is call when the reporter or editor is on a deadline. Generally, newspapers are on deadline in the afternoon, a weekly publishing Monday is on a Thursday/Friday deadline, and someone working on a monthly magazine can have a deadline that stretches for days. If you can access a PR software like Vocus or Cision, there’s a wealth of information about media contacts there including how they like to be pitched and when is the best time to reach them.
Your best bet is to ask (after you’ve introduced yourself), “Is this a good time for you?”
If they say yes, then introduce your pitch in 2 – 3 sentences. If they say no, ask them when you should call back.
Either way, the journalist or editor is making a commitment to speak to you, either right then and there or at a later time.
3. Courtesy counts.
Always be courteous on the phone, no matter who you’re speaking with. Don’t forget your “please’s” and “thank you’s.” More importantly, give the call your full attention. Put email and other notifications off. Eliminate all distractions, turn off your cellphone because any lapse in attention can be heard in your voice.
4. Know what you want.
Now that the journalist or editor has listened to your pitch, what do you want him or her to do next? Do you want them to cover an event? Send a reporter? Interview an expert?
Make sure the media knows how to contact you, should they have questions. Ask how they prefer to be reached for follow-ups. Also, try to end the conversation by agreeing on your next steps, including when you’ll call again, if necessary.
5. Persistence pays. But beware.
It’s a good idea to call again to follow up on your agreements with media. For example, call the day before an interview or event to reiterate the time and venue.
But don’t be a pest about it. If you call two or three times without any response, then let it rest. A journalist or editor who’s really interested in your story will respond, and there’s no use wasting your time and energy with those who don’t care.
Do you have telephone tips for other PR professionals? Did you learn lessons in the past that have proved to be invaluable to you today?
Share them below. Or send me an @ message in Twitter, or post a comment on our Facebook wall.
I’m looking forward to hearing from you!
Elena is founder of a technology PR agency that works with startups to billion-dollar companies. She is passionate about helping marketers and small business owners with practical publicity strategies.
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W hat if you have an announcement that is barely newsworthy or not at all ? And your client expects outreach beyond the wire.
What if you don’t have the reporters telephone number? Is pitching via email ok?
Alex @ ifs ands & butts´s last [type] ..stuff i like, first edition.
Good advice here. I remember being thorough and covering every aspect (with good preparation before-hand) only to find they (the media) contacted me days laater with millions of questions.
And your client expects outreach beyond the wire? What you mean by this
Good stuff here. One other thing to be prepared for (because tons of reporters will never pick up their phone) – what’s your voice mail strategy? Are you going to leave one? If so, what are you going to say? Plan ahead so you don’t up repeating the Friends episode where Monica makes a fool of herself. Be succinct, leave all the pertinent info, and then I always send an email immediately thereafter titled “Re voice mail msg” that gives more details in writing. And to commenter that questioned if pitching via email is okay – YES. Most reporters prefer it as the first point of contact.
Thanks everyone, thanks Starr for the great suggestions. We definitely start with email pitching first, but “closing” often happens over the phone because it’s a conversation about trying to make things work for all parties.
@Eloi All too often clients want coverage for something that is not necessarily newsworthy and in that case, we offer the information as an “fyi” to keep the reporter informed on what the company is up to. It’s about keeping top of mind because you never know when the reporter is ready to write about you, or what story they are currently working on that may be a fit. You’ll have to manage your client’s expectations on what gets ink and what is relationship building.
@jaime outreach beyond the wire means you put a press release out through wire services but you then need to actually follow up by email or phone.
Thanks Elena for reply. Sorry for not checking back in sooner.
Would you suggest non-newsworthy, FYI, relationship building-types of announcements be dealt with via email only (no calling) as a general rule, especially where mainstream business/general news reporters are concerned? I’m talking here of course reporters with whom you have no special relationship.
People still persisting with telephone for PR terms goes to show that it is still not out of the place. It is very important to gauge if the media person you are talking to, is interested in your story or not. Being courteous during the conversation makes it pleasant. Always abide by the etiquette’s to be followed while talking to journalists.
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@eloi yes, email only for non-newsworthy announcements
thanks elena for this article. I am very poor in communicating by telephone, the article gave me more attention needed. thank you for what’s already there in the article, I appreciate it. thank you again.
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Thanks a lot for sharing this. I am happy that you post it and it helps me a lot. I’m not good in communication in the telephone. Thank you for this by the way.
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I agree that preparation before you pitch is vital. I always write down the key points I want to get over to the journalist, the most important being at the top of the list, so I have everything to hand. If the journalist I’m speaking to likes numbers – turnover and projected turnover figures for example – then I make sure that’s the first thing I mention to them. If they’re more interested in where the company manufactures its products, then I will introduce the client with that.
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