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Rethinking Strategies 

Rethinking strategies

From time to time, one of my published features leads to a PR pitching me a feature in a similar vein. Presumably, they’ve read said feature, liked it – or specifically, liked the coverage it afforded the person or brand in question – and have decided they’d like similar coverage for one of their clients. I’m never sure whether the directive has come from the PR, or from their client. Nor will I ever: the extent to which brands pressure their PRs (“x got a spread in the Daily Blah – why can’t you get that for me?”) is a trade secret to which, as a journalist, I will never be party. 

Earlier this week, I received one such pitch. The PR wondered whether I’d consider x as a news story similar to the one I wrote about y in a newspaper. He proceeded to pitch me the story. Alas, it was nothing like the story I’d written on x, which had not only had a strong news element, but a host of strong visuals to accompany. By contrast, y was a damp squib, with no news merit whatsoever. I had to decline. 

The moral of the story is this: to a journalist, “news” needs to mean more than just “news about your brand”. A new style of bag in a new colourway really isn’t enough. The best PRs know this instinctively. The rest need to rethink their strategies.

What Laura Thinks…

 “As one of the thousands who missed out on tickets, this definitely caught my eye. My friends and I used to joke that “it would be easier to form a band”…I ‘m sure this will get loads of traction.”

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Reacting To PR-Bashing Journalists


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