Archive | April, 2012

What is the most annoying thing a PR can say?

30 Apr

Following on from Friday’s post I thought I would ask myself what is the most annoying thing a PR can say to a journalist? I’m sure most people would say the number one would be: have you received my press release?

I also think that a contender would be one that not many PR people would be aware of. I have spoken to a number of journalists over the past few month since one told me this little gem and they have all backed it up. One of the most annoying things a PR pro can say to a journalists is…..”I used to be a journalist myself so I understand the pressures you are under”. The reaction may be an interested nod and oh did you but what they are actually thinking is “yes but you aren’t one now are you? Instead of being a journalist you decided to chase the dollar and join the dark side and now you want to rub it in my face you $%*&@~$£ $@*%!!!

Am I wrong or have I just been speaking to the grumpier element of our industry?

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What is the most annoying thing a client can say?

27 Apr

I haven’t heard it for a long time but my answer to this question would have to be “I used to work for an agency so don’t try and bullshit me”.

It always used to make me want to grind my teeth and hold back the urge to be rude for two reasons.

First of all because it insinuates that PR pros are bullshit merchant which is quite rude in itself. We are not. It is not in our interest. If you are a bullshitter you will get found out very soon and the client will go elsewhere. Surely it is far better to be honest about why something didn’t work and then work together to resolve it next time.

Secondly, because if you had worked in an agency for any length of time you would know how annoying that phrase is.

Any other pet hates out there? What is the phrase that makes your hair curl when you hear it uttered?

Meet the media: Chris Barraclough, Mobile Choice

26 Apr

As well as kick starting work on this blog again I have also reignited my meet the media series. For those of you who haven’t stumbled upon this series before click on the link above to see some of the past interviews with the likes of the FT, Wired, T3 and New Scientist to name just a handful. The premise behind the interviews is to get the opinion of prominent journalists about all things to do with our industry so we can start to help improve relations and share best practice. I also hope that it helps to paint a picture of what it is like at the other end of the phone and what pressures journalists are under.

The first of the class of 2012 is Chris Barraclough the devices editor of Mobile Choice. He talks about how when he puts in a request to PRs, it is essential that he gets a response – even if it isn’t the one that he wants to hear. I also love his answer to what makes a great press event. I’m sure quite a few echo his response. Enjoy.

Name: Chris Barraclough @seebaruk
Title I work for: Mobile Choice (Devices Editor)

Paul Stallard: What is your pet hate of PR?
Chris Barraclough: Most PRs I’ve had the pleasure to meet do an excellent job, under what I can only imagine is a huge amount of stress! And often when we have issues getting in review kit, the fault lies with the clients rather than the PRs themselves. It’s easy to complain about the constant phone calls from some PRs whose products are completely irrelevant to your mag, but I can understand they’ve got targets to meet same as the rest of us, and sometimes you can get a little desperate! There you go, there’s my diplomatic answer ;)

PS: What is the best way to contact you?
CB: Definitely email, I check it regularly and it’s the least disturbing method.

PS: Do you think that most PR professionals read the title you write for before contacting you?
CB: Most of them do, but as stated before, we do get some bizarre requests and releases sent over. Mobile Choice definitely doesn’t feature ladies underwear or sex enhancement pills, for instance. Of course, we’re always looking to expand… (so to speak)

PS: What is your top tip for PR professionals?
CB: It’s a tough job, and we really do understand that and feel bad when we have to pester for review kit etc, but a same-day response is always massively appreciated, even if it’s a simple ‘not yet’.

PS: How many emails / calls do you get a day?
CB: Emails, probably around 50ish. Calls usually around 10, and I only pick up if I’m in ‘down time’.

PS: How has the increase of social media affected traditional journalism?
CB: News stories break a lot faster and it’s easy to catch up with global events using sites such as Twitter. It’s also helped to build a community feel on websites – we’re currently undergoing a massive redesign on the Mobile Choice website, with the aim to build such a community, as we think it’s vital to hear the real-life experiences and thoughts of our readers.

PS: Have you had to change your writing style for online copy to incorporate SEO?
CB: Ohhhhhh yes!

PS: Is there a future long term for hard copy publications or will online rule?
CB: I don’t see mags dying out for a loooong time, although sales have definitely dwindled with the internet boon, and the likes of Apple’s Newsstand means people can get titles on their tablets. There’s something about flicking through a paper mag, though. I love the smell of a freshly printed page

PS: Bar your own, which news titles do you read?
CB: All the major tech journalism sites

PS: Do you believe journalists are rude to PR professionals?
CB: I’ve seen some extremely rude behaviour that’s made me quite uncomfortable, including one journo who was screaming at a client for what he deemed was a ‘pointless event and a waste of time’. I think he was more upset because he arrived late and all the chips and dip had already been eaten. Most tech journos are teddy bears though.

PS: Do you believe PR professionals are rude to journalists?
CB: Only after a few drinks and behind their backs. Nah, can’t think of any PRs that have struck me as unprofessional, to be honest.

PS: What do you look for in a press trip?
CB: Exotic location, loads of free booze. What more is there?

PS: What do you want from a PR to help make your life easier?
CB: Just to keep in touch with the latest news and events, and to let us know as soon as review kit is available.

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Want a job in PR?

25 Apr

At Berkeley PR we are recruiting again for a variety of different roles for our technology and consumer PR divisions. The culture at Berkeley PR is relaxed and fun, with a work-life balance you don’t often find inside the M25. Outside work, we enjoy regular socials and sporting events together – so whether you have a penchant for mojitos or footie, you’ll find yourself among kindred spirits.

Below are the roles we are looking to fill:

Senior PR account executive – We are looking for an experienced PR professional with strong media relationships, who can demonstrate a mature approach and experience across a range of tasks and industry sectors . Working collaboratively within a team, the role requires the ability to think professionally and proactively. A senior account executive is often the main point of contact for clients and must show awareness of current activity across the account, future planning, account fee structures, time allocation and be able to identify opportunities for additional projects. At least one year’s experience in a similar role is required. In return you’ll receive a competitive salary, the chance to work with some big name clients and the opportunity to become part of a friendly, ambitious and creative team of PR professionals. Further to this, we also offer participation in our profit-share bonus scheme.

PR Account executive – a confident and experienced account executive is sought to join our growing team. The role would suit a candidate with experience in an agency environment who is eager to further their career in a bright and ambitious agency. One year’s experience in a similar role is essential, although candidates without agency experience will also be considered. In return you’ll receive a competitive salary, the chance to work with some big name clients and the opportunity to become part of a friendly, ambitious and creative team of PR professionals. Further to this, we also offer participation in our profit-share bonus scheme.

Trainee PR account executive – a bright and enthusiastic individual is sought for the role of trainee account executive. A creative or communications based degree is desired but not essential. Far more important is as a desire to learn, strong organisational skills and a will to succeed. In return you’ll receive comprehensive training, on-the-job support and all the tools you’ll need to become a well-rounded PR professional. In addition to this we offer a competitive salary and participation in our profit-share bonus scheme.

If any of the above roles are of interest why not drop us a line – we would love to hear from you.

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When is a journalist not a journalist?

25 Apr


Answer – When they join the dark side.

Last month I was in Madrid with Iron Mountain and was chatting to a journalist over a beer about Berkeley PR’s recruitment policy of looking for NCTJ trained journalists who have been on a local rag or trade title for under two years.

He was interested as to why I said two years and I explained that it was my opinion after that length of time you have been entrenched in the world of journalism for so long the transfer of skills or approaches is very difficult. This has been based upon my experience of employing journalists at varying levels over the past couple of years. Some brilliant – some a disaster.

The beauty of employing journalists is that they can produce wonderful copy quickly. This is an art form that those passionate about creative writing have a flair for. They can bring a story to life but more importantly they can make it snappier and more engaging to read.  Also, by employing former journalists you can help educate the rest of the team on what it feels like to be part of a news room and the pressures journalists are constantly under. All major plus points on top of the fact that clients love to hear you have employed a journalist.

That said, I believe if someone has been a journalist for longer than a couple of years it becomes hard to produce the type of copy some of our clients crave. Media selling can be a bit of a shock and the plate spinning of client and journalist relations can prove to be a little disorientating. I have heard of many journalists that thought it would be an easy jump but ran back to journalism quickly after realising their mistake.

After finishing our beers the journalist in question said that he thought he agreed with me. He said that he knew he would personally struggle not to tell a client to buggar off when their story wasn’t interesting or to be able to kill the urge to speak to other sources when writing an article.

We have been blessed with some skilled NCTJ trained journalists who have smoothly made the transition to PR pro and this is something that I intend to continue with when recruiting but I do think that I will continue to stick to my two year rule unless you can convince me otherwise.

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Who is Gideon Sundback?

24 Apr


Anyone who has been on Google this morning should be able to answer this question.

This morning’s Google doodle is a giant zipper running down the middle of the screen to celebrate the birthday of Gideon Sundback. A bit random until you hear that he is the engineer most commonly associated with the development of the zip!

They say you learn something every day and I wonder how many thousands of people now know who Gideon Sundback is. Surely if you manage the PR for an event or the celebration of a date Google Doodles has to be the number one target. Has anyone ever tried to get in touch with them or had any success with pitching an idea?

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How to improve journalist relations

24 Apr


If you read a PR blog or follow a PR on Twitter at some stage or another you will have heard them banging on about understanding the needs of journalists. This is obviously an elementary part of the job but one that is routinely ballsed up on a monumental scale. If it wasn’t why would you see the name and shame game that occurs every couple of months.

I am a strong believer that you will always struggle if you don’t understand the pressures that journalists are under. As a result the team at Berkeley PR are encouraged to arrange visits with the media to better understand what really makes them tick. Sounds simple, and it is. It is also really effective.

In the past month we have opened our doors to Steve Ranger, met with The Gadget Show to discuss the changes to the format and will be showing our face at Computer Weekly. Each meeting has been conducted without any specific clients in mind but rather a fact finding mission and an excellent piece of on the job training for junior execs.

With more and more pressures on shrinking news rooms it is essential that PR people invest in the relationship if things are going to improve.

Below are my top five tips (of about a million) for improving journalist relations:

1. Try and meet up to discuss their needs and put a face to a name

2.  Read their title. Sounds basic but far too many don’t do this

3. Follow them on Twitter and try and pick up pet hates/what they love

4. Get your timing right. Know when they go to press or understand what time to call before so news is still of interest

5. Make sure you can honour what you offer. Be it customer, photo, article or interview – only offer if you are confident you can deliver

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How old does Google think you are?

23 Apr
Old man

Old man with a cane

I saw an interesting article on the Guardian at the weekend by James Ball. It offered advice on how to see what information is held online about you. I particularly liked the Google Ad Preferences link which shows how Google personalises the display ads you receive based upon your browsing history. In particular, it is quite good fun to see how old Google thinks you are and your gender based upon just your browsing history. Unsurprisingly, I was put in an older age category than I actually am………but I think my wife would back this up. Old before my time!

Anyway, why not just Google Ad preferences and see how right or wrong the search giant is about you. It is quite interesting.

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