It seems that journalists hate when PRs ring to follow up on an email according to a survey conducted by Iain Fleming as part of his CIPR (Chatered Institute of Public Relations Diploma) course at Queen Margaret University (thanks to Neville Hobson for pointing the story out).
The key finding: “The project also reveals that the practice of making ‘follow-up’ calls by PR practitioners is intensely annoying and ultimately counter-productive…”
This is nothing new; I’ve heard it time and again from news professionals all over, many of whom get more than 50, 100, 200+ story pitches each and every working day. If they took a call about each story pitch, answering the phone is all they’d ever do!
But here’s the rub. Based on my 18 years’ experience in the front line of media relations…the phone calls work. They do. Doing a ringround within a day of issuing a news release significantly increases pick up of the story; there is no doubt.
So what is the solution? I do feel for our colleagues in the media, and understand how they must feel undersiege. But the results speak for themselves…making that quick call to make sure the reporter notices your story helps get coverage.
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