Working in Public Relations has taught me one simple lesson: PR never stops because the media never stops. Whether it's a public holiday, a festival, a weekend, or an important national event, journalists continue to work and report stories. As PR professionals, we need to stay connected, stay updated, and always be ready.
Over the years, I have realised that good PR is not just about sending press releases or following up for coverage. It is about building trust, understanding journalists, and creating long-term professional relationships. The stronger your relationship with the media, the easier it becomes to work together.
News can happen at any time. While maintaining a healthy work-life balance is important, every PR professional should stay updated with the news because opportunities can arise at any moment.
Here are a few simple lessons that I believe every young PR professional should keep in mind.
1. Build Relationships, Not Just Media Contacts
Don't reach out to journalists only when you have a story to pitch. Stay connected throughout the year and build genuine professional relationships based on trust and respect.
2. Stay Connected Beyond Work
LinkedIn is a great platform to connect with journalists. Read the stories they write, like or comment on their posts, and appreciate their work. If you know their birthday, work anniversary, or another special milestone, send them a simple message. Small gestures help build long-term relationships.
3. Research Before You Pitch
Every journalist covers different topics. Before sending a pitch, spend time reading their recent stories and understanding their beat. A personalised pitch always has a better chance of getting noticed than a generic one.
4. Email Is the Professional Way to Pitch
Always send your story ideas through email. Avoid pitching on WhatsApp unless a journalist has specifically asked you to do so. WhatsApp is generally meant for quick updates or personal communication, while email is the appropriate platform for professional pitches.
5. Respect Their Time
Journalists work under tight deadlines. Reach out during appropriate working hours and avoid repeated follow-ups. If a journalist says they will review your story, give them the time and space to make their editorial decision.
6. Know the Publication
Don't just research the journalist. Research the publication as well. Read the kinds of stories they publish and understand their audience. This will help you tailor your pitch and make it more relevant.
7. Don't Make Your Pitch Sound Like an Advertisement
One of the biggest mistakes young PR professionals make is sending overly promotional content. PR is different from marketing. Journalists are looking for stories that offer value, insights, trends, expert opinions, or human interest, not advertisements.
8. Follow Up Politely
A gentle follow-up is enough. Constant emails or calls can damage your relationship with a journalist. Be patient and respect their editorial decisions.
9. Your Credibility Is Your Biggest Strength
Always be honest and share accurate information. Never overpromise or exaggerate facts. Journalists value PR professionals they can trust, and credibility takes years to build.
Media relations is not about how many emails you send or how many follow-up calls you make. It is about building relationships based on trust, respect, and professionalism.
Read journalists' stories, appreciate their work, remember their birthdays and important milestones, understand what they write about, and always send relevant, well-researched pitches. These small efforts make a significant difference over time.
For every young PR professional, remember this: Good PR is not about chasing coverage. It's about building relationships. And strong relationships are what build successful PR careers.