PR is ‘earned’ media. It should never be looked at as being free advertising that a journalist will happily give you, but rather you have to work hard at giving the journalists not just what they want but giving it to them at the right time too.
Timing can easily make the difference between getting picked up and getting ignored.
There are two angles to timing.
Responding to a journalist when they are writing an article, and when they need a business quote, case study or image. This is when they really need you and your business and their eyes and ears are wide open.
So, when a journalist is actually looking for a business comment this is the very best time to hook them.
This needs a business either to use one of the online services that watches for such requests and makes businesses aware, or to be watching social feeds for requests being posted there, although this can be quite time consuming.
Whichever route the key is to respond to the journalist as quickly as possible, even if they say that their deadline is not urgent.
When you, as a business, has something to say, or some news about your business to share. This is when the journalist is not actually proactively asking for comments, and the business has to work harder to be noticed, which means that the news story has to be compelling, and critically the timing has to be right.
There are three things to focus on:
There are several online PR services available to help businesses both with timing and content creation, as well as connecting businesses to journalists when they are looking for comment.
JournoLink is one such platform, built for small businesses and agencies wanting an affordable and easy to use way of engaging with journalists.
For more help with your PR contact firstname.lastname@example.org