It is striking that more and more emails are written. “Of course!” you will say because these are convenient and quickly written, but are they really always the optimal medium? Even if many editors, e.g. Daniel Erk from Business Punk, complain about tiresome PR calls, I would like to shine a light on the PR side of that coin explaining why I still think telephone calls are important.
– von Julia Mayer-Rosa –
In day-to-day PR work, the telephone plays a major role. With this medium, one can not only discuss topics in no time without waiting for a reply email for a long time, but also establish personal relationships to journalists. Emails can sometimes be misunderstood or simply be overlooked. Therefore, it is better to make a personal call, well prepared, and then to maintain contact. This means to not only call if one wants to place a product but also to get in touch beyond that and to offer the journalist added value. As talking on the phone is more informal most of the time getting onto more personal subjects, this offers an opportunity here to find out what the journalist puts emphasis on to show an interest in that in future. This means to not only be a service provider for the client but also to cater for the journalist’s needs. The added value for them can be not to heap long emails on them but to supply specific interesting topics, thereby possibly even saving them time.
Therefore, consider the following 5 tips that have proved themselves in our day-to-day business:
- Find out the right contact for your topic.
- Get an overview of the medium’s topics and best have a look at its plan of topics. Meanwhile, there are wonderful tools for this, such as TOPIC PRO for example. If nothing else, you offer the editor an added value by this!
- Even before the telephone call, think about what you want to discuss with your conversational partner or what exactly you would like to know from them. This way, you not only save your own time but also of your person opposite. In case of doubt, you can prepare guidelines for that.
- And if you are called: Always have pen and paper close by the telephone so that you can make a note of the editor’s name and further information directly.
- Always talk on the telephone smiling – because even if your contact cannot see you, it is possible to hear the positive mood at the other end of the phone.