Journalists Advice
What do PR companies or publicity agents frequently do wrong when they contact you about a press release?
"The story they have is frequently presented in general terms to appeal to a broad range of news outlets, but really targeting none in particular. With our meetings industry, even a hotel or venue launch should be presented in terms of its interest to the trade magazine's readers: organisers, agencies and meeting professionals. Ask yourself, how is it relevant to that publication's constituency you are supposedly trying to reach."
Paul Colston, Managing Editor, Mash Media, UK
"They don't know who they are calling and they also call too many magazines. Also, they don't know anything about the convention industry. Some think we do tourism and the don't know about CIM!"
Kerstin Hoffmann, Editor, CIM (Conference and Incentive Management), Germany
"They don't have real news."
Hans Thurn-Frahmke, Editor, TW, Germany
"Please don't call without any knowledge of our magazine."
Anon, US trade magazine
"They don't take time to research what we are doing and too frequently the information they want us to publish has nothing to do with our speciality. They are too client focused and do not take the time to ask us what we need as media. The information is sometimes far too commercial and has no real story to it."
Nathalie Pedestarres, Motivalia, Spain
"Sending press releases that are not related to our publications. Another is not providing a good brief on the story in the email or subject line. We are very quick to judge, so if the subject line or email doesn't attract us chances are we won't open the attachment."
Sarah Campbell, Meetme, Middle East
How do you prefer to be contacted?
"Initially an email enquiry is fine and can be followed up by a phone call. It is even better if an initial approach, be it by phone or email, is made to enquire about any forward feature lists or editorial plans for subject coverage so that any feature oriented material can be dovetailed to the publication's own agenda. As far as news items go, it is important not to badger an editor after the event. 'Has my release been published?' is quite an irritating call to field. It is important to allow each publication or editor a fresh take on your news, or at least access to an avenue to obtain such comment or information."
Paul Colston, Managing Editor, Mash Media, UK
"Email is always best for me."
Hans Thurn-Frahmke, Editor, TW, Germany
"By email or phone."
Kerstin Hoffmann, Editor, CIM (Conference and Incentive Management), Germany
"By phone and/or email."
Nathalie Pedestarres, Motivalia, Spain
"Email always please."
Sarah Campbell, Meetme, Middle East
Do you have one piece of advice for companies wanting news coverage in your magazine?
"Find an attractive hook to your press release or information, one relevant and exciting to the readership of the title. Try to either personalise the release or include a covering note. An image should accompany the piece for use on any websites the magazine may have. Stats and figures are always useful, but the sample must be a decent size. Always include a direct comment or quote from one of the story's main actors."
Paul Colston, Managing Editor, Mash Media, UK
"Only send real news plus printable pictures which must be less than 600KB in size, or a link to high resolution pictures."
Hans Thurn-Frahmke, Editor, TW, Germany
"Do your homework before contacting us. Is your news really relevant to meeting planners?"
Kerstin Hoffmann, Editor, CIM (Conference and Incentive Management), Germany
"You must adapt your content to fit my magazine's audience."
Anon, US trade magazine
"Be aware of our speciality and give us material to inform, not to sell."
Nathalie Pedestarres, Motivalia, Spain
"Good images are vital, but please don't send mega files to us. Rather, if you have low res previews that works - then we can request a high res version if the picture interests us."
Sarah Campbell, Meetme, Middle East
