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Top 7 golden rules of Public Relations (PR)

Home PR Insights Top 7 golden rules of Public Relations (PR)

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Whether you’re a junior PR or a seasoned pro, the PR world is always on the go.

So, to make sure you’re in the know about the latest ways to get your stories covered, we’ve tapped into the experience of journalists from top media outlets.

These golden rules will help you know what, who, when, and how to pitch your stories to national newspapers and broadcasts in 2024. Why not give your knowledge a quick refresher? Download our infographic or read on to cruise through the ever-evolving PR industry with ease and get valuable insights to help you create sought-after pitches every time.

Download the free infographic to find out more:

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News section of national newspapers

1. Align your news pitch with the interests of the news section and newspaper

Get to know what the news section covers and then tailor your pitch to align with their interests – and style. Doing this will help make sure your story is relevant and resonates with the newspaper’s audience, making it more likely to be considered and covered. Showing that you understand their sections and publication needs is a way of giving respect, helping you to promote meaningful relationships with journalists.

2. Avoid pitching for outdated or irrelevant news sections

Journalists appreciate pitches that seamlessly fit in with the existing content of their newspaper. Keep up-to-date with the different news sections within the publication. Do not pitch for sections or slots that are no longer in use or don’t relate to your story.

3. Know the ideal day to pitch your content

You can maximise your chances of being published by recognising when editors are starved for content and need press releases, especially weekend editors. Consider pitching your ideas on Sundays, especially for Monday stories, as this is when weekend editors need content the most.

Features section of national newspapers

4. Match your pitch to the features section and newspaper

Reading and getting to know the paper inside and out, gives you a better insight into what to pitch and what not to pitch. Let’s say you have a fabulous press release about health and fitness, but the publication you’re trying to reach out to doesn’t have a section or normally doesn’t cover the topic – do not send the pitch. Unless, of course, you come up with a creative twist that aligns with their interests.

5. Know when to pitch your feature story

Timing is everything! Keep an eye on their editorial schedule so you can pitch when your story aligns with their focus. In a nutshell, only push for topics that match their usual content, and understand their weekly editorial timetable.

TV breakfast news coverage

6. A story with a good case study will always win out.

People enjoy well-supported stories that show examples of solutions and insights. Case studies offer different perspectives and can breathe new life into a not-so-much-interesting piece, make the storytelling engaging and memorable.

TV Spokespeople

7. Make sure your spokespeople are available as promised

Spokespeople put a human touch to stories, making them more impactful and relatable, helping the audience to connect with the message. They become advocates for your company or cause, giving it a human face or personality to any brand.

When TV viewers encounter a well-prepared, skilled spokesperson or a familiar face, you’re already halfway to earning their attention. As a PR professional, you must ensure the spokespeople you pitch to journalists are available as promised, especially high-profile names or celebrities. This helps build trust, not only with your audience but also with your media relationships, as reliability plays an important role in keeping that trust.

Pitch like a pro cheat sheets

Don’t wait! Get our two-minute cheat sheets to learn how to pitch to the media effectively, including who to contact, when to do it, and how to do it right! Get the inside scoop on how to:

  • Land your story in national newspapers.
  • Earn a spot on TV breakfast news.
  • Prep your TV spokespeople for success.
Get your cheat sheet bundle!
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