The thought of phoning a journalist to encourage them to cover your story can be a dauntingprospect. However, it is a crucial part of the process and if you feel fully prepared, it won’t be as scary.

To ensure you are prepared here are some tips to consider:

  • Research and understand the target media. Look at the kinds of stories they cover to ensure your offering is relevant
  • Identify the human interest ‘news’ value that underpins your story
  • Send your press release to named individuals were possible
  • Paste your press release into the body of an email rather than sending as an attachment. This avoid clogging up a journalist’s inbox and enables them to read the information easier and quicker
  • Be prepared to be interviewed as a result of the press release. The journalist may ask for more information, such as when you launched your business, did you receive funding, what did you do before? If you’re being asked questions it is positive, as it shows that the journalist is interested in your story
  • Always ask the journalist if it is convenient to talk. They may be on deadline and may be able to give your more time later that day or the following one
  • Keep trying. It is easy to be put off if you get short shrift from a journalist who may be under considerable pressure to finish a story within a tight deadline
  • Sound enthusiastic as it is important to convey your passion for your product or service