There is only one thing dominating the news right now, so it is not easy to get a journalist’s attention with stories unrelated to the pandemic. We asked senior PR communicators for their top tips for achieving cut through.
Invest time and resources
Sue Grant, managing director, B2B tech, Europe at PR firm Allison+Partners: “In 2020, it often felt like walking on eggshells when reaching out to journalists. Is now a smart or sensitive time to pitch? Is my pitch still timely with the current news cycle?
“As PRs we need to invest in unique ways to build and maintain media relationships that will pay off. As we enter 2021, building quality relationships with regular contacts will continue to be critically important."
“This might range from investing time (allocating time for teams to read journalists’ content and share feedback separate to outreach on behalf of a client) to investing in resources (perhaps you Deliveroo the journalist’s favourite meal to chat about your news over a virtual lunch). Taking the time to be thoughtful, appreciative and supportive will continue to pay dividends.”