Valentine PR Special : How To Get The Press To Fall In Love With You

Day one: Managing Expectations

It takes time to build up a relationship. Just like approaching a potential mate, or even making a friend, be prepared to take it slowly. There’s a certain etiquette involved. Break it and you’ll come over as a pain in the proverbial, or just plain unprofessional. Or even, god forbid, a desperate stalker.

You’ll have to work at it. Be prepared to get on the phone and introduce yourself. Chat to them to find out what they actually need, not what you think they need. Listen carefully and you might find out that all they want are products or pieces with a celebrity angle, or that their editor won’t include anything unless it quotes serious surveys and resources.

Be patient. One press release is not necessarily going to bring in forty press enquiries and an invitation to Loose Women.  One of my clients, Julie Woodard of http://www.maroque.co.uk sent out a press release about her latest import, giant couscous. Almost a year (and many press releases and product shots later) it was featured in Woman and Home. This is not unusual. Have faith, keep wooing, and it will happen.


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