Let's get personal
I understand you can’t consider every journalist’s personal circumstances before you send out a blanket e-mail about a new spa/shop/product, but sometimes it pays to investigate a little. Certain events, such as Valentine’s Day, Mother’s Day, Father’s Day, are loaded with emotion and a certain tact is required when dealing with them.
Sending a journalist who has been open about their miscarriage a press release about a babymoon package is never going to build a good relationship. Nor is pitching a story about Mother’s Day escapes to someone who has just lost their mum. I think it’s worth doing some due diligence. You can do this by looking them up on their social sites and you’ll pretty quickly get a sense of who they are and the life they are living.
I think one of the upsides of Covid has been the closer, more supportive, empathetic relationships with PRs. I have a smaller circle of contacts, but the ones I have run deeper than ever. I really value that connection with the industry friends I have, I care about them and I think they care about me too.
Now, with zero connecting link, what does everyone think of Clubhouse? The invite-only social app that the Guardian is calling a hybrid of conference calls, talkback radio and Houseparty has created a scramble amongst influencers and journalists to get on it. Now I’m signed up (phew) I need to suss out the best way to use it.
What’s your take on it? Answers on a (virtual) postcard please.
What Rosie Thinks…
“Capitalising on the fact that no-one can visit salons, Data Dial are hawking at-home eyebrow queen Nilam Holmes’s advice on how to bulk them up. This release taps into a collective (and ever increasing) malaise about a lack of grooming and includes Nilam’s simple tricks and tips to combat thinning brows. Lovely visuals and concise, clear copy. Bravo.”