How do you grab a journalist’s attention? Do you like to send samples or gifts, or do you like offering exclusives?
At Maximise The Media discussion in Sydney on Tuesday night, executive producer of 2GB’s Ray Hadley Morning Program, Sophie Onikul said journo’s love anything free and that food and concert tickets stand out from the 80 – 90 press releases she receives daily.
“You guys think we have an awesome life, we really don’t, so send us stuff,” she said.
However, the executive producer of Nine’s Morning’s with Kerri-Anne said, “we’ll take your flowers, we’ll let you take us to dinner and then we’ll break your heart.”
On the other hand, the editor of Harper’s Bazaar magazine, Edwina McCann said building a relationship with the journalist and offering them exclusives will be most beneficial to the publicist.
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We often recommend to clients to send product samples and appealing media kits to journalists for a number of reasons.
Firstly, you get cut-through and your information immediately becomes experiential because the journalist sees and touches your wares.
Secondly (also important), it demonstrates your commercial generosity to the journalists, from whom after all, you are seeking coverage.
However, don’t go overboard with the gifts…
Yours in PR
