Would you like to be my Friend?

There’s a saying I use from time to time in 101 training courses: “on email, everyone is a Katie”. 

In other words, I have loads of PR execs in my address book and I don’t really know who most of them are. There are 20 or more people called Kate/Katie/Katy, all pretty indistinguishable to me. They send me press releases, they send me pitches, I haven’t spoken to them in years, probably.

Our Journo:101 course looks at how PR execs can take those contacts and turn them into working relationships – ideally ending up in a situation where hacks return your calls, read your pitches and even (shock) call you sometimes to ask for help with a story.

There are loads of tips and tricks (come to the course to learn ‘em) but I’m going to update the course next time around. In recent months, it’s become apparent to me that the web is changing how hacks and PR execs build relationships – and the good news is that it makes it easier. Three top tips:

1. Does your PR agency have a blog, or could you set one up? Do so, then write blog posts that refer to posts or articles by key journalists. Chances are they’ll be tracking mentions of their name online, and will look up your blog – I’ve picked up mentions from the likes of Carrot, Strive and Rainier in recent weeks.
2. Remember to also comment on reporters’ blogs. I know that PR execs like Sherilynne at Strive, Sean at Clarity and Dom from Hill & Knowlton have all commented here recently – and if they were to pitch me, they have a head start because they have established a relationship with me through the blog. To an extent they have credibility because I assume they “get” what I do.
3. Finally, consider whether it’s appropriate to join online groups and communities set up by journalists – there are Facebook groups for technology PRs and journalists, for example, and I know that PR execs like Brendan Cooper, Katy Howell and Wadds have really good Twitter feeds that alert me to articles online that I might not find otherwise. Some PRs and journalists are friends on social networking sites, and use the platforms for work-related chit-chat. They’re building credibility with journalists by showing they understand our industry and what’s happening to it (probably better than me in most cases).

Use these tools and journalists WILL remember who you are. Or do you just want to be another Katie? 

Comments

[Sean Fleming]

You're too, too kind! I'd like to point out that I don't comment on blogs to make a favourable impression, and anyone who saw my brush with The World's Leading last year will know that.

We have someone called Katie joining Clarity PR soon, so she's got her work cut out, clearly.

[Sally]

Sean

Seriously, it's got to be a demographic thing - there are SO many people in their 20s called Katie. Although analysis of my mailing list shows the most common name was actually Anna, I seem to recall.

Ah, TWL. Remember him?

[Carole Scott]

This is great advice Sally. The only problem would be if all the Katies followed it, as you'd be back to square one. However, given the fact that alarge no of PRs are struggling to keep up with developments online, I don't think you're in any danger yet!

[Sally]

Carole - good point.

But I'd say that if everyone does this, it's definitely NOT going back to square one. Because square one is a load of PR execs who blanket-issue press releases and vanilla pitches without thinking about where they're sending it.

I'd far rather have 200 PR agencies engaging with me on the blog, sharing great links on Twitter, or posting items to relevant groups we belong to on Facebook.

This is a big improvement for those "katies" because suddenly they are:

- becoming a member of the community, not just the door-to-door salesman
- providing relevant content, not vanilla press releases or pitches

The chances are, in the short-term, PR execs will just see new channels to spam journalists. But the smart ones will use new technologies like these to build relationships - and we'll filter the rest in the same way we currently filter emails.

[Brendan]

I appreciate the link, but my Twitter-fu is exceptionally weak! I've been using Twitterfeed to push stuff out, but I'm coming to realise that it's about close community interaction instead. Problem is, I have no friends. Will you be my friend? Will you?

[Sally]

Twitter-fu? Ye Gods.

As for being friends - we've blog-linked, Twitter tweeted and emailed already, which practically makes us blood brothers, or something, doesn't it?