Should your business trust journalists in a ‘tarnished’ media?
Monday, March 16th, 2015
Avoid possible press pitfalls by working with a Scottish PR agency with a bulging media contacts book
THE REPUTATION of your typical journalist has been somewhat tarnished over the past few years, with the profession suffering a series of setback and scandals, most notably phone hacking.
So whisper it … this Edinburgh PR agency truly believes the vast majority of journalists to be conscientious, good-natured, people.
Why should your business care?
Well, if you want to build your profile and reputation you will need to feature in influential media – and if you start with the view that all journalists are untrustworthy scumbags, that might not work out so well for you.
The truth is that journalism is a wide and varied profession where most of those involved see it as a calling more than a 9-5 occupation. They are passionate bunch and often protective about the standards and professionalism they practice
We trust them – not least because a crucial part of what we do at our public relations agency is meeting on a regular basis with writers who work for newspapers, broadcasters, news sites and blogs. For the most part they really DO care about fairness, quality and standards.
When we meet with journalists, bloggers and writers we ask what is interesting them and what the demand on their time is like. We ask them about their deadlines and the campaigns being championed by their editors. We ask them what stories get the best reader feedback. And, of course, we ask them what we can do make their working lives that wee bit easier.
And somewhere in there – if the situation is right – we let them know about our clients and suggest story opportunities that might be of interest to them. We believe that long, trust-building process has given us one of the best media contact books in Scotland and helped deliver our clients outstanding media coverage.
For example, already in 2015 members of our expert PR team have met with a host of respected journalists of every stripe.
Starting in January, several of the team attended the official launch party of STV Edinburgh – witnessing the historic birth of the first Edinburgh-centric TV channel. It’s nice when you’re in it from the start.
January also witnessed our directors, Scott and Raymond taking part in a quiz night with Scottish media heavyweights including a national broadsheet editor, a national tabloid news editor, a respected business editor and the media advisor to an influential Scottish Minister.
Let’s be clear – not one of those senior journalists would ever pull a story our clients didn’t like or carry a story if they didn’t think it was newsworthy. But the trust and long-standing relationships build up means that they will at least take our calls and hear us out.
At the end of January we also cemented relationships with influencers from the emerging world of new media, by reaching out to a host of Scottish lifestyle bloggers. In fact, we worked with our client CALA Homes (East) and threw an event especially for those bloggers and a number of other lifestyle magazine writers at a stunning £1m showhome in Edinburgh.
More recently we were back on the media networking trail again – when we arranged for a number of journalists, food writers and bloggers to attend a special foodie evening at the Royal Botanic Garden Edinburgh (RBGE) – a celebration of the Chinese New Year featuring Asian street food and Far East themed entertainment.
March has so far seen our entire team meeting with esteemed business writer Terry Murden, who has launched an influential business site, the Daily Business Group, following lengthy stints reporting on business issues for The Times, The Scotsman and Scotland on Sunday. That meeting gave us important insights so that we better understand how our clients can feature on the fast-growing news site.
Last week our account executives attended a ‘Meet the Editor’ event, which afforded the enthusiastic troupe the chance to have a friendly informal discussion with Paul Hughes, channel editor for both STV Edinburgh and STV Glasgow. Again, the insights gleaned will helps us build long-term trust and understanding.
The relationships we have with journalists are very much a two-way street and in order to achieve coverage in the journalist’s outlet we have to build trust, respect and familiarity. Those are the kind of relationships which will bear fruit for our clients – maybe our next client could be a business like yours?
Find out how the media contacts book at our Edinburgh PR agency could help benefit your business
If you like the sound of our media credentials and want to find out how we could help your business, then call us on 0131 561 2238, or fill out the contact form and we’ll get straight back to you:
Chris Fairbairn is an Account Director with award-winning public relations agency Holyrood Partnership. He is part of an expert PR team delivering PR services to a wide range of clients from headquarters in Edinburgh, Scotland.View Chris's Profile
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