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By Rishi SinhaSr. PR Manager Teamwork Public Relations

• A PR professional must get the monthly or yearly editorial calendar from the all publications so that he/she can get the article done for their clients on time.

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• Everything must be in planned with a unique strategy. A news or story must have a compelling storyline. Journalists recognize a good story within seconds. So it is important to convey your idea in a crisp manner.

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• You shouldn’t pitch a story or client to the journalists without knowing about the issue or industry. Before you pitch to any media the stories, do in depth research. It is also important to be aware about the publication or channels you are targeting. This will give a fair idea about the kind of stories or news they cover. Get familiar with the characteristics of the media outlet you are targeting. Find out their main audience and their likes and dislikes.

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• A true PR professional must have good rapport from the editor to even the trainee correspondent in a publication. It’s really important to know to whom we need to target for the particular story. If the story is about a big event, then the editor has to be approached. And if the story isn’t that big, then a correspondent can be even approached. The more you know about the media organization and the editor concerned, the better you can pitch to them the stories. As with any relationship, building trust is critical. Be honest about what you can do and you can’t.

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• Whenever some information is pitched to the media make sure that it is fact worthy having complete information. Think like a journalist as in what angle they would like to take for a certain story. Pitch them the same and you will connect well.

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• Journalists are a busier lot. If they are approached again and again, they get irritated, which can ruin the relationship also. So you must try to communicate through SMS or chat.

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• Lots of PR professionals approach wrong media for their stories. A lifestyle magazine will never carry an IT story and vice versa.

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• Follow the deadline given by the journalist for the story, get the input from the client end before the deadline so that journalist can go through the input once and suggest if required anything further.

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• Press release should be not too lengthy not too short; it should be balanced content with no grammatical errors. The press release must follow the 5Ws & 1H pattern.

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• Most of the PR professionals do not go for media rounds. They try to get the coverage through calling media persons. But this approach does not work the long term.

It’s a really important to go for media round at least every week after taking the prior appointment from the journalist. This approach helps create good rapport with the media persons and your face value increases trough media round.

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Sr. PR Manager , Teamwork Public Relations Rishi Sinha

http://teamworkpublicrelations.com/