Some of these points are deliberately contradictory. There‘s more than one way to skin a cat.
- Don‘t panic
- Read the journalists columns before contacting them
- Give them something free – local journalists don‘t earn much and love freebies
- Become an expert in the journalist‘s eyes
- Say something interesting, clever, funny or different
- Have an opinion
- Ask the papers what they want
- Think local
- Do something eye-catching
- Attract high-profile supporters
- Get help – there are organisations out there that exist to help
- Be the source when you don‘t need any help
- Build a relationship with the journalist
- Read the journalists columns before contacting them – I‘m really serious about this. Journalists love people paying attention to what they write
- Run a charity event
- Don‘t forget journalists are people too
- Run a local campaign
- Use photos of local people doing something interesting
- Use the national news agenda
- Use the local news agenda
- Remember the journalists names
- Approach the journalist not the editor
- Approach the editor not the journalist
- Don‘t use a PR agency – go direct
- Use a PR agency to help with the work
- Do send press releases
- Don‘t just send a press release and expect to get results
- Offer the journalist a coaching session for free
- Be consistent
I’m in the middle of writing a short e-book on how local leisure centres can work better with the press. I’ll be selling this for £5 on my online store when it‘s done, however all my fabulous, highly-attractive blog readers can get a free advance copy. If you‘d like to reserve a free copy then please email free PR guide to john@makesportfun.com.