What journalists want from their PR contacts

With the help of journalists, "my news desk" has developed a current study four recommendations to help you work better together.Change your perspectiveOne of the main reasons why journalists criticize brand content is the fact that it is written too much from a marketing perspective - you can tell that it is intended to sell. Stories that offer the reader real added value are much more appropriate and interesting. Think like a journalist and keep their needs in mind: what is the core message, what new knowledge can I convey as a brand that the journalist can develop into an exciting story? You don't have to reinvent the wheel, but try to tell your message from a different angle Do your research before contacting journalistsWhat many journalists complain about: Every day you receive a veritable flood of press releases and emails, some of which are not personalized and in the worst cases do not even correspond to the journalist's area of expertise. You won't get very far with the "watering can principle", even with a mature and exciting story. You will lose your credibility, which is a serious disadvantage in a subsequent collaboration: according to our global study, credibility is the most important factor in all countries surveyed when journalists decide whether to pursue a story pitch. To maintain this, we recommend solid preliminary research. Check who you would like to contact, which topics the journalist deals with and which make it into the relevant publications.Get in touch early (even without an existing story!)Do not wait until you want to pitch a story before making contact, but find out in advance about the media company's practices and the journalist's preferences regarding the right contact channel, deadlines and topics of interest (see point 2). Actively approach the journalists and introduce yourself. This will pave the way for future cooperation. Misunderstandings and miscommunication are minimized because you know the journalist's needs and vice versa. This approach also contributes to your credibility: Your initial contact consists purely of an expression of interest, not a demand. This leaves a lasting impression. Another advantage: even if it turns out that the journalist does not fit your current portfolio for thematic or other reasons, you have made a good impression and may be of interest to them or one of their colleagues in the future. Journalists also share their experiences with corporate communicators!Only send complete and precisely formulated pitchesJournalists usually write a large number of stories that you have to submit at short notice. So get to the point, highlight the most important information and add all the important information the journalist needs to create a story from your pitch. Don't overload thec with less relevant information. What is appreciated: The opportunity to interview an opinion leader or an expert, paired with quotes that have already been approved, which the journalist can access immediately if time is of the essence. The freestyle: Supplementary material such as video content, photos or audio recordings.