Building strong relationships with newsrooms is crucial for getting your client's story the coverage it deserves. However, even experienced PR professionals can fall into common traps that can damage these relationships and hinder their success. Here are some of the top mistakes to avoid when working with newsrooms:

🛑 Sending Generic Pitches

One of the quickest ways to lose a journalist's interest is by sending a generic, mass-distributed pitch. Journalists receive hundreds of emails daily, and a one-size-fits-all approach is often ignored. Tailor your pitches to the specific needs and interests of each newsroom or journalist. Demonstrating that you’ve done your homework can make the difference between your pitch being read or deleted. At least change the email so it doesn't say "Hello, [news station name here]" Yes, that happens all the time.

🛑 Not Understanding the Newsroom's Needs

Newsrooms are under constant pressure to produce content that is relevant and timely. Sending pitches that don't align with their current coverage priorities, or that are not newsworthy, shows a lack of understanding and respect for their time. Take the time to research what topics the newsroom is currently covering, and tailor your pitches to fit within those themes.

🛑 Overloading Journalists with Information

While it’s important to provide journalists with the details they need, overloading them with lengthy press releases, too many attachments, or overly complex information can be overwhelming. Keep your communications concise and to the point, highlighting the key points that will interest the journalist and the audience.

🛑 Failing to Follow Up Appropriately

There's a fine line between persistence and pestering. Following up is necessary, but bombarding journalists with multiple emails, calls, texts, or social media DMs in a short period can be counterproductive. A polite, timely follow-up after a reasonable period is generally appreciated, but respect their space and workload.

🛑 Sending Calendar Invites to the Entire Newsroom

This is a mistake that annoys many journalists. While it may seem convenient to send a calendar invite for an event or press briefing to an entire newsroom, it’s often seen as intrusive and unprofessional. Newsrooms are busy environments, and adding unwanted calendar events can clutter their schedules. Instead, send a well-crafted email with the event details and allow individual journalists to choose if they want to add it to their calendars.

🛑 Ignoring Deadlines and Timing

Timing is everything in the news industry. Sending a pitch too late, or failing to provide materials before a journalist's deadline, can result in your story being missed entirely. Always ask about deadlines and ensure that you deliver everything needed well in advance. Respecting a journalist's time shows professionalism and increases the chances of your story being covered.

🛑 Neglecting to Build Relationships

PR is not just about pitching stories—it's about building long-term relationships with journalists and newsrooms. If the only time you reach out to a journalist is when you want something, it can come across as transactional and insincere. Take the time to engage with journalists outside of just pitching, whether it’s through social media, at industry events, or simply by sending a thank-you note after a successful story.

🛑 Being Unavailable When Needed

Once you've sent a pitch, it’s crucial to be readily available for follow-up questions or additional information. Journalists work on tight deadlines, and if you’re unreachable when they need you, it can lead to missed opportunities. Ensure that your contact details are accurate and that you’re prepared to respond promptly.

🛑 Not Providing or Offering Visual Content

For TV news, stories need strong visuals to be compelling. Sending a pitch without offering opportunities for photos, videos, or other visuals can make it less appealing. Always offer visual opportunities or provide assets that can enhance the story and make it more likely to be picked up.

🛑 Overlooking the Power of Exclusives

Offering an exclusive can be a powerful way to secure coverage, especially for a significant announcement or event. However, offering the same exclusive to multiple newsrooms can damage trust and your reputation. Be clear and honest about what you are offering and to whom.

🗞️ 🎥

By avoiding these common pitfalls, PR professionals can foster stronger, more productive relationships with newsrooms, leading to better coverage for their clients and a more collaborative environment for everyone involved. Remember, the key to successful PR is understanding and respecting the needs and pressures of the newsrooms you work with.

At Scot Media Tulsa, we work with PR groups, small businesses, and non-profits to provide media training and best practices. Contact us today to see how we can help you meet your business or mission goals.

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