Business journalists, like many specialists, are pitched hundreds of similar type stories every day. With journalists spending less than a minute reading an opened press release, never mind the vast majority that get immediately deleted, what is the best way to cut through all the noise?
Ditch the jargon
When I first started as a business reporter I felt like I was drowning in all of the jargon and results interviews were a nightmare. I soon learned that CEOs use repetitive jargon in order to not really say anything and a lot of it is completely meaningless. Coach your executive teams to speak in plain and lively English and they are more likely to be quoted.
Invite for lunch
As with all types of journalism networking is key. The business press thrives on scoops and getting to know your specialist journalists face to face makes all interaction easier. Invite target journos for lunch or coffee or even better and if your budget allows, an after work drink or social event. Professional friendships are much easier to forge in a social setting. It is also only through meeting people that you will really find out what makes them tick and which stories they would most be interested in.
Liven Up Results Day
Covering the leisure sector for a couple of years, I was happy to find out that many pubs groups conduct their results interviews in one of their pubs. This isn’t going to work for every company but if your team can think of an interesting venue to hold results it might make for a more memorable event and even get more journalists out of the office.
Be creative with images
Photographers working on the business section have their work cut out for them in trying to find something different from the usual man or woman in a suit. Think carefully about background, props and location and imagine what story you can tell with an image.
You can find out more about networking and pitching at our next Ultimate PR Training Day.