Secrets the PR Industry Never Reveals: Unspoken Guidelines of Press

Is your journalist connection ghosting you?

Over the past 18 years in the PR industry, I’ve learned that success doesn’t come from what’s written on the surface. It’s the hidden rules—the unspoken guidelines of press releases and journalist relationships—that truly drive results. For those of us who have been in the trenches, these rules are the key to transforming standard press interactions into powerful tools of influence.

Press Releases: The Rule of Strategic Exclusivity

One hidden rule of press releases is the importance of strategic exclusivity. It’s tempting to blast out a release to every media outlet imaginable, but in doing so, its impact gets diluted. Instead, offering exclusivity to a single, influential journalist can lead to more significant coverage. Journalists appreciate feeling like they are receiving something special. This approach fosters a sense of partnership, where the journalist becomes invested in the story’s success.

In practice, this means avoiding sending every media outlet with the same generic release. Instead, tailor your content to offer specific journalists or publications an exclusive tidbit. For instance, when launching a new tech product, provide in-depth technical details to a specialized tech outlet while offering a human-interest angle to a lifestyle magazine. This not only piques the journalists’ interest but also fosters a sense of partnership.

Another critical, yet often overlooked rule is the art of timing the release with current trends or breaking news. It’s not enough to have a strong story; it must be relevant to what’s happening in the world at that moment. Timing press release to coincide with a trending topic or upcoming event can amplify its impact, ensuring that it resonates not just with journalists but with readers as well.

Working with Journalists: The Rule of Respectful Persistence

When it comes to working with journalists, the hidden rule is that persistence must be balanced with respect. Journalists are bombarded with pitches daily, and it’s easy for the story to get lost in the noise. However, being respectfully persistent—following up just the right amount without becoming a nuisance—can make all the difference. A polite, well-timed follow-up shows that you believe in the story’s value without disregarding the journalist’s time.

Another unspoken rule is understanding the journalist’s personal brand. Each journalist has a unique style and beat, and tailoring your pitch to align with their brand increases your chances of success. This goes beyond just knowing their previous work; it involves understanding their tone, preferred story angles, and even their audience’s expectations. By aligning your pitch with these elements, you show that you’re not just sending out a generic release—you’re offering a story that fits seamlessly into their narrative.

The Interplay: Strategic Exclusivity Meets Respectful Persistence

The hidden rules of press releases and working with journalists are not mutually exclusive; they are deeply interconnected. Strategic exclusivity in press releases complements respectful persistence in journalist relations. When you offer an exclusive story to a journalist, you’re not just handing over content—you’re initiating a relationship built on trust and mutual respect. This approach allows for a more personalized follow-up, where persistence is seen as dedication rather than annoyance.

For instance, when you’ve tailored a press release to coincide with a current trend, and you’ve chosen the right journalist to offer it to exclusively, your follow-up becomes a continuation of a collaborative effort rather than just another email in their inbox. The journalist is more likely to appreciate your persistence because it’s clear you’ve put in the work to provide them with something valuable and relevant.

In my experience, mastering these hidden rules—strategic exclusivity and respectful persistence—turns ordinary press interactions into opportunities for significant, lasting impact. By intertwining these principles, you create a cycle of mutual benefit where both the journalist and the PR professional thrive. It’s in this delicate balance that the true power of PR is unlocked.