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Understanding what journalists want when they interview your clients can significantly improve the success of your PR efforts. This guide, crafted by Michelle Morgan Davies, a talented journalist turned PR consultant, delves into essential strategies for building and maintaining strong relationships with journalists. From preparing clients for interviews to leveraging media coverage and understanding the qualities journalists value in a source, Michelle provides invaluable insights drawn from her extensive experience. Whether you're a seasoned PR professional or just starting out, these tips will help you navigate the media landscape effectively and ensure your stories resonate with the right audiences.
I started my career as an agency-trained journalist and writer for a real-life women's magazine. Working for an agency provides a unique perspective on what is landing with audiences and hones a sharp news sense quickly. For eight years, I worked in the South Wales region, sourcing and pitching stories to national publications. It’s this skill I use as a freelance women’s health and lifestyle writer when I am choosing case studies and it’s the same spidey sense that helps me to find the right angles for PR clients.
As a PR consultant, a significant part of my role involves helping agencies with their onboarding process. I dive into creating pitching strategies by interviewing PR clients as if I were an in-house journalist. This approach helps agencies identify the best headlines and publicity opportunities. My speciality is leveraging real-life or personal stories as a way to gain publicity for businesses and tell the founder's journey.
Sometimes, a big launch event or exciting turnover simplifies this work. However, more often, I need to build trust during interviews to uncover motivating moments from the client's past—be it childhood experiences, setbacks, or significant life events—that add depth to their founder's story.
The way I see it, it isn’t enough to shout about a client’s success or expertise, every pitch needs to entertain, inform and/or invoke an emotional response. This is what national news journalists are looking for. I aim to share the lowest lows and highest highs with as much specific detail as possible to place the client in the media landscape in their own unique space. The more detail, the better.
Often, I receive press releases that leave me wanting more, perhaps intentionally. However, journalists have a reputation for being impatient, time-poor, and nosey for a reason. My biggest tip is to dig deep during preparation to uncover your client's most unique, emotive, and engaging experiences.
Ask about the words spoken to them, how they felt—both physically and mentally. Did their hands shake? Did their voice falter? Who supported them? Who inspired them or doubted them? Was the shame of early failure overwhelming? Did they incur debt? Were they too ashamed to face the school run, or did it motivate them to start anew with their head held high the very next day?
This is the level of detail I’m looking for to prepare a headline for a real life pitch or a founder profile.
Here are some examples of my recent work:
How To Prepare Your Client For An Interview To Meet Journalists Expectations
Preparing clients for interviews with journalists involves careful guidance. Here’s a step-by-step approach to ensure your clients are well-prepared and confident when facing the media.
1. Discuss Goals and Boundaries
Start by discussing the client’s goals and boundaries. Ask questions like, "Where do you want to be seen and why?" and "What are your boundaries for press coverage?" This helps establish a clear understanding of their preferences and ensures that their message aligns with their overall strategy.
2. Identify Sensitive Areas
Identify any sensitive areas the client may have. For some, this might mean excluding certain tabloids from pitching or avoiding naming and picturing their spouse or children. It’s crucial to understand what they do and don’t want to be covered, especially in a “this is your life” style profile piece.
3. Handle Tricky Topics with Care
If a client has a sensitive family story or a vulnerable health issue they prefer not to highlight, it’s often best to avoid these topics altogether. Encourage your client to be explicitly clear about certain words or details they wouldn’t want published. This is especially important if background information is necessary for context.
4. Establish Clear Communication
Ensure there is clear communication between you, your client, and the journalist. Setting explicit boundaries about what can and cannot be discussed will help avoid any misunderstandings and ensure the client’s comfort during the interview.
By following these steps, you can help your clients navigate the interview process smoothly, meeting journalists’ expectations while maintaining their personal boundaries.
What Do Journalists Value In A Source?
Understanding what journalists value in a source can significantly enhance the success of your efforts. Here’s a look at the key qualities that make a source stand out to journalists.
Confidence and Flexibility
The best founders I have interviewed are confident and flexible. They have a good understanding of marketing and brand building, knowing what it takes to engage an audience effectively. Their confidence allows them to communicate clearly and compellingly, while their flexibility helps them adapt to different angles and storylines.
Engaging Storytelling
Having fun with angles or bringing family and relationships into the founder's story can elevate a dry business narrative or simplify a complicated journey. Journalists appreciate sources who can provide interesting and relatable anecdotes that make the story more engaging for readers.
Understanding the Exchange
It’s important for clients to understand the exchange that occurs when they receive press coverage for their business. This exchange involves providing engaging copy for the journalist in return for visibility. The narrative should be compelling and informative, focusing on the story rather than overtly promoting products.
Avoiding Over-Promotion
Clients should avoid the temptation to go into excessive detail about their myriad of products or to litter the copy with numerous links and promotional materials. Journalists value sources that prioritise the narrative and understand that overt promotion can detract from the story's credibility and reader interest.
Prioritising the Narrative
Above all, the narrative is the priority. Journalists seek sources who can contribute to a well-crafted, engaging story that resonates with their audience. By focusing on the story and providing valuable insights and anecdotes, sources can build a strong relationship with journalists and enhance their media presence.
By embodying these qualities, clients can become valuable sources that journalists appreciate and seek out for future stories.
How To Maintain Long-Lasting Relationships With Journalists Beyond The Interview
Building and maintaining strong relationships with journalists is crucial for ongoing PR success. Here’s a step-by-step guide on how to help your clients stay connected with journalists after their story is published.
Step 1: Leverage Published Coverage
Encourage your client to repurpose the article into a “behind the scenes” blog or video for social media. They can share a vulnerable Instagram story or TikTok about their experience being in the media, including any troll comments that affected them. Negative feedback can be used to engage their community, galvanising support.
Step 2: Show Appreciation
After the story is published, have your client tag the journalist in social media posts to say thank you. This simple gesture shows appreciation and keeps the journalist in touch. It’s a great way to nurture the relationship non-intrusively, ensuring the journalist remembers them for future opportunities as an expert or thought leader.
Step 3: Stay Updated on Media Trends
Encourage your client to follow journalists on social media. This allows them to see the trends and themes of the stories being published, helping them build a better understanding of the media landscape. Staying updated with media trends can inform future pitches and story ideas, aligning them with current media interests.
Step 4: Foster Mutual Respect
On platforms like Twitter or X, there can be a perceived divide between PR professionals and journalists. However, recognising that both sides share a common goal—telling great stories to the right audience—can create mutual respect and collaboration. Encourage your client to engage with journalists' content and contribute thoughtfully to discussions.
The lack of job safety and crashing rates in journalism are no secret, so I have found that working as an in-house journalist on a project basis is the right balance for me.I’m not quite a PR pro - I have a lot to learn! But sharing the skills I do have to build a client’s profile story has been really rewarding so far. My laser-focus approach (and supplying ready to publish, client approved copy) pleases the client, PR bosses and the journos I work with. If you have a founder in mind who you think would benefit from an interview and a founder story write-up, please do get in touch!
You can get in touch with Michelle by contacting her directly on: michelle@theprsfriend.com.
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