Off the Record: Unlocking the Secret to Media Coverage Success
Welcome to Steph Spyro's weekly newsletter, called Off the Record
Hello hello!
My byline is Steph Spyro but you can call me Steph! I have the total pleasure of covering politics and the environment for the Daily Express. I joined the paper nearly six years ago right before the pandemic struck. Talk about a baptism of fire! It took me so long to write a story during my first shift that a news editor joked “you do know this is a daily, right?”.
I’m happy to confirm that several thousand articles later, I’ve learnt a thing or two about the job - including how to write slightly quicker (much to the relief of that editor, no doubt)!
I’ve also come to learn the power of good comms and reliable PR partners.
PRs/comms experts go together with journalists like a notepad and pen. It can be an incredibly beneficial and rewarding relationship. I’m a BIG fan of PRs and comms experts...especially those lifesavers who say “yes” to a 400‑word op‑ed at 5pm on a Friday for the next day’s paper! So, Off the Record is a small way of saying a MASSIVE thank you for all those times others have pulled through to help get something over the line.
The hope is to help bridge the gap between journalists and comms experts in a way that’s positive and constructive.
Here’s tip one in what will be a weekly series: make it easy for journalists to say “yes” – not “next”.
Some email pitches come with a summary of a report, followed by something like “we can send the full report and release if this is of interest”.
While well-intentioned, it’s an increased barrier to a reporter getting their eyes on your story. We now have to reply to another email to see the release. I think creating this extra hoop to jump through significantly reduces the likelihood of coverage.
Tip: Send the full release/report in your initial email. It matches other PRs who send everything upfront. They’re not asking permission, they’re just sending it over!
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 coverage. If you’re interested, please contact me at stephspyro1@gmail.com