It’s a question that’s been put to me time and time again – and I’ve asked it myself when in various journalism job and up until now, I’ve wondered if perhaps Oli Norman of Dada had a point when he bemoaned the lack of Scottish PR talent.
Now I don’t know every PR person in Scotland, but I know there are a helluva lot of good operators up here and I consider myself lucky to have learned or worked with a lot of them, but ultimately a lot of journalists still think PR output is crap – in fact they would use stronger words.
A lot of reporters and news editors moan about the quality of news releases – and this has been bugging me because a lot of ex-reporters are now PR types, so surely the one thing you could count on would be a decent press release.
Well, no, as it turns out.
I’ve seen lots of reporters come into PR over the last few years and asked them – after they’ve written it – if they would use their own release and the answer, more often than expected has been ‘naw’.
And why? Most common answer was that the release was about what they saw as a non-story (but one the client had demanded a release about), however the second point was more telling: it was written like a press release and not a news story.
Upon further probing, it transpired that the hacks-turned-flacks were writing what they thought was press release style – based on what they had been handed/seen in the newsrooms they had worked in.
So while there might be a lot of talent up here now, the sins of sloppy writing in the past are still impacting on the trade today.
In closing then, a tip for hacks who jump over: a press release for a news page should be written like a news story for the publication you are aiming for.
Do that and at some point I can guarantee your release will be cut and pasted straight in with just a byline (never yours mind) added on.
Aye,
There’s no doubt that many hacks-turned-flacks spend half an hour in PR and promptly “go native”.
Having said that, I understand why some would dump the best practices of news writing style for, er, press release style instead.
The explanation is simple – an easy life.
The wisest PR gurus have always said that good PR people will actually challenge (even disagree with – wooooh!) their clients.
And as we all know, challenge and conflict make hard work. Even when you’re right.
I think lots of hacks-turned-flacks simply cannae be bothered arguing with the types of clients who think they know best.
That’s not to excuse it though.
One reason PR is so crap – and not the only one – is that some agencies employ comms graduates who don’t know their arse from their elbow when it comes to news values.
A friendly editor of a oil and gas publication often sends me press releases she’s received and urges me to go after the PR business because the release has been so badly done and is not fit for use. In one recent case, a press release destined for the spike related to an Aberdeen firm whom I had pitched to last year but who ultimately plumped for a larger agency with whom they already had a relationship. I warned them their account would be served by some kid straight out of uni with little experience,who didn’t know which way was up when it came to news, and guess what? Worse, the client seems happy with the bilge that is being produced on their behalf.
But to get back to your question re former hacks who let news room standards drop. In my five years in PR I have never knowingly sent out a release which is not written like a news story. Yes, there are some which are weaker than others and may only merit a few pars instead of a page lead but they should still be written to the same standard.
And while this is a luxury which I appreciate larger agencies can’t afford, I would strongly advise a client (or even refuse to action) against issuing a press release which I thought had no news values. A few years ago I ditched a client because I thought the director I was dealing with was a tosser and I could see this type of issue coming up – but again not everybody can enjoy that freedom.
Raff, agree with what you are saying there. It’s not just about some reporters having seen rotten releases and repeating the style (but I maintain that it’s a part of the problem) but there is also the case of clients who try to shove out stuff that is never a news story but you have agencies telling them that they can expect great coverage from it.
Agree with what your saying, but there’s a fine line between giving the press something they can use and what the client wants. Who wants to run a puff piece about strawberries for instance?, unless it’s a really slow news day or there’s a jucier angle. That’s where I would have thought that journo’s working in PR would have brought their experience to bear.
Many of the press releases which land on my newsdesk are badly written and over-written, a great deal are irrelevant to the publication, some are full of spelling and punctuation errors, and one or two have even managed to get the name of the client wrong – Lothian NHS anyone?!
Us journalists look at this rubbish and bin it.
If PR execs cannot be bothered – or worse, are not bright enough – to get the basics right, then I am certainly not going to entertain giving a release any space.
That’s before we even get on to a complete lack of news sense.
Also, PR people – please stop calling us all day asking if we have used or intend to use your press releases.
This only serves to annoy us – we are far too busy writing real news stories to constantly check on which releases will be used.
If you really want to know, take out a subscription!
While on the subject, it might also be an idea to do a bit of research and find out the circulation areas of newspapers before sending your releases – again a no-brainer.
Lila, some fair points you make there but there’s evidence – anecdotal if nothing else – that the dreaded ringarounds (and not many PRs enjoy them) actually do boost story pick-up. I’ve seen it/heard it with my own senses, watching execs make the calls and reporters going ‘I just bin the press releases, but that sounds interesting, thanks!”
I’ve also had reporters ask me why I never sent them a story the day it’s appeared in other publications. When I point out that I did send it, but never called them as I know they hate calls, they just go “ah”. And I bet they didn’t go to their editor and go “I never read my mail” or “I just junk press releases”, it was far more likely they said that I never sent it to them.
It’s very much a no-win situation. If journalists out there can guarantee me that they read every email, including press releases sent to them, then I’ll guarantee back that I won’t call them unless it’s to offer an exclusive.
I´m not in PR but I do have a PR-related issue concerning Oli Norman. I´ve outlined the core of my discrepancies with the owner of Sloans (why oh why don´t they put an apostrophe on just to make me happy?) in my blog, address below. However, the real issues are the following. Untruth. Accusations. Inadequate Consumer Care. Staff dubbed “managers” of one kind or another just because. Because Oli was off somewhere enjoying a night off. Patronising, apparently touchy-feely “feedback” poses when in fact, the age old iron-grip fist wrapped itself around my money despite outrageous circumstances. Could you advise or even sympathise?
Maureen, I no longer work at DADA so I can’t help you there with getting a hold of Oli, but I’d have to say I’ve had some fantastic nights in Sloans over the years. Also, the 10pm rule for under-18s that you mention on your blog: I’ve seen that enforced in many a place, especially over the last few weeks as I’ve had my five year old daughter out at a few parties.