Help Journalists Help You

Article excerpt

AS we find ourselves in another challenging economic year, we are continuing to look for cost-effective methods to build awareness, with PR continuing to provide a better return on investment than most other forms of communication.

With the ultimate goal of raising the profile of your business through media coverage, it is important to establish healthy relationships with journalists. So, what should you be doing to ensure stories are valuable to journalists? Established in 1998 with valuable experience in the PR and marketing world, Clothier Lacey and Co recommends taking the time to get to know media contacts.

Familiarise yourself with a publication's copy deadlines and editorial strategy.

Vitally, get to grips with the publication's operating schedule.

This gives you a better idea of when journalists are most likely to be busy and crucially, when they might be most receptive to a newsworthy story.

However, journalist contacts alone will never get you great coverage if your business is not well prepared.

Don't invest time trying to secure media coverage until you are confident you have something to shout about. …