A Reporter’s Guide for Press Officers: 14 Ways to Work Better with Journalists
The do’s and don’ts of working with journalists
Journalists rely on good press officers to help us tell accurate, timely and engaging stories. When the relationship works well, it’s collaborative, respectful and productive on both sides. This guide shares constructive tips to make that partnership stronger.
Put your number at the bottom of emails so we can pick up the phone and ask a question if needed. You also want your number in a journalist’s phone when there’s breaking news.
When reporters call a press office, please avoid asking to repeat the query in an email. Take adequate notes during the call that you can action afterwards if needed.
Offer journalists images, video and audio to maximise storytelling across digital platforms.
A single follow-up after a pitch is fine. Multiple emails or calls can be off-putting.
Do not send the same release to several journalists at the same outlet (especially without making them each aware that you’ve sent it to colleagues too).
Find out what time journalists in your niche like to receive pitches.
Provide exclusives or early access to build goodwill.
Respect editorial independence. Do not ask for interview questions in advance or approval of stories before publication.
Be available after hours. News happens outside 9pm to 5pm.
Be a source of industry insight. Share trends, data or developments in your field - even if it’s not about your organisation/client. This makes you a valuable contact.
Never mislead or spin excessively. Credibility is critical.
Develop a “go-to” spokesperson list. Train two or three reliable, media-ready spokespeople who could be available at short notice. If you can deliver in under an hour, you’ll become a go-to source.
Use email subject lines that are clear, not clever. Use words such as EMBARGOED, EXCLUSIVE, INTERVIEW OFFER to help time-pressed reporters filter fast.
If coverage of a client/organisation is critical, don’t respond emotionally. Offer clarifications only if factual errors exist and always remain professional. Building a respectful tone in tough moments earns long-term trust.
Remember folks, keep this advice just between us! We’re off the record.
I’m now offering media masterclasses for brands looking to sharpen their storytelling, improve their relationships with journalists and boost their media impact. If you’re interested, please contact me at stephspyro1@gmail.com