Know your brief and stick to it

Most journalists are simply after the facts. Brief yourself thoroughly before talking to the journalist and have all the facts at your fingertips.

Don't ramble or drift off the brief and never offer those "juicy company titbits" which could overshadow the main message you are trying to get across in the interview.

Be there on time

If you've agreed to see a journalist or take part in an telephone interview, make sure you do so. There's nothing more infuriating for a reporter than being kept waiting. If you must cancel try and allow plenty of notice. Avoid sending a substitute who will probably not have your depth of knowledge and will be unable to conduct the interview with authority. The reporter is bound to feel short-changed. Interviews can go wrong. Remember the tremendous coverage skilled self-publicists, such as Richard Branson, conjure up from well-orchestrated interviews.

Don't "promote" company jokes

Remember Gerald Ratner's notorious "crap" remark? Contrary to popular belief he didn't say that all his products were crap, although that's how his remarks continued to be reported. In fact, he described his company's cheapest earrings as crap and said "They're cheaper than a Marks and Spencer's prawn sandwich but don't last as long." This throw-away line caused a sensation in the media and undoubtedly contributed to Ratner's subsequent business problems. Most companies have inside jokes about their products and personnel activities. Don't share the joke with the press.

Beware of the informal after-interview chat

The interview is only over once the journalist has left. If you invite a reporter to "stay on" for an informal lunch or a drink after the interview, be careful when chatting "off-the-record" as you might reveal just what the journalist considers to be the "real story". Talking off the record should always be treated with caution but once you start to build relationships with selected journalists, based on mutual need, then a mutual trust will develop. For example, if you are able to help journalists with an angle on another story, they will respect your anonymity as a source - it's in their interests to do so.

Don't take a hostile attitude

Try not to be hostile or lose your cool under awkward questioning. The journalist is just trying to do his job and almost certainly isn't trying to upset you. If he sees that you're rattled he might think you're covering something up and the interview is bound to deteriorate. If you really don't want to comment on a specific subject, say honestly that you do not wish to comment. Don't waffle and create a smoke-screen. If you feel the journalist is being abusive, complain - politely - to his or her editor.

Maintain regular contact with the press

It's probably in your own interest to foster some key relationships with the media as it can have a two-way benefit, but don't overdo it. No journalist wants to be continually pestered with offers of lunch if there's nothing to say. Choose your contacts carefully and nurture them. Only feed your contacts with newsworthy material and don't lead them up the garden path. And if you are known to be too close to one journalist, others may become unwilling to give coverage or air time when your story merits it.

Take care with embargoes

Many journalists like to see material "under embargo" as it gives them extra time to digest it and follow it up. Use the system to your advantage by briefing journalists in advance of publication, but emphasise strongly the embargo. Embargoes are occasionally broken, but editors generally honour them. And remember that some journalists don't like embargoes at all: they are not happy to sit back and let the "competition" run the story first: sometimes they will have obtained details from another source and regard the embargo as a muzzle. Embargoes should be used for the benefit of the journalist, and not the client.

News conferences

Timing is of the utmost importance. Not only the time of day in view of the media being targeted, say evening or morning papers, but also for future planning. It can be beneficial to get an early entry in news editors' diaries, remembering that most editors hold weekly conferences looking at the week ahead as well as the routine daily events. Finally, before you call a news conference, ask yourself whether the story really merits it. You may be better off faxing or writing the story direct to news editors via PR Newswire.

Media Training

Being confronted by journalists on the telephone, in person, on radio or in a TV studio can be a daunting experience which, if not prepared for, can show the interviewee in a less than favourable light. With media training you can improve your interview skills and gain practical advice and experience in dealing with awkward questions, helping you to take control, thus turning the situation to your advantage.

If you, your client or colleague, are likely to be exposed to the broadcast media, it is essential to undertake specific broadcast training to introduce you to the workings of radio and TV studios and to the disciplines of brevity and vocal clarity. PR Newswire hold full and half day courses with interview coaching led by highly qualified tutors to help make the best of any TV or radio opportunity.

Writing Features

The regional press and local radio have an increasing need for professionally written features which can be used with the minimum of re-working by their own journalists. Editors appreciate items which save time and money yet still offer a valuable contribution to their publication or programme. Editorial budgets are under constant pressure, and free material is especially welcomed by the underresourced weekly free regionals.

Feature articles should have a particular theme, either directly or indirectly connected with the company's services, and generally should avoid using the company name more than once or twice. Don't cram them full of promotional copy - it has to be of genuine editorial interest.

Popular topics are health issues, personal finance, environment, etc. And remember that on bank holidays and throughout August newspapers struggle for worthwhile copy to fill their columns.

Feature articles are usually planned months in advance and are often themed around a particular event or time of year. PR Newswire publishes its own events planner every year which lists important days, weeks, anniversaries and sporting events which can help you plan the timing of your campaign for maximum media exposure.

Special Features

Another effective way of achieving coverage is to aim for inclusion in special feature supplements, e.g. personal finance, that your particular target media may run. Most publications publish feature lists well in advance, so it's worth obtaining copies of relevant lists at the beginning of the year to help you identify and plan material for the future, thus increasing the chances of achieving good coverage ahead of the competition. Your advertising department will probably have the information too in order to plan its media buying. If you can achieve good editorial coverage, the accompanying advertisement can be used as a response mechanism - or may not be needed at all! You can find details of addresses, telephone numbers and names of editors in the PR

Newswire UK Media Directory.

If you do not have feature-writing resources in-house, there are a host of specialist freelance journalists available. PR Newswire's own journalists can also assist with editorial writing and distribution advice. Working closely with you they can apply their direct experience and knowledge of newsroom realities and angle stories to greatly enhance the likelihood of publication. Features sent on PR Newswire News Network are transmitted simultaneously to more than 200 features editors in Britain and will automatically appear on PR Newswire’s website at www.prnewswire.eu.com. PR Newswire can also mail them to the weekly press.

Taking a good PR photo

Pictures can often tell a story much better than worlds alone and if you send an interesting photo along with your release, you stand a greater chance of getting your story published. Here's a quick guide to using PR photos to your advantage.

Firstly, think of yourself in the position of the picture editor. What will readers be interested in looking at? A dull picture of poor technical quality is bound to be rejected and editors complain they receive too many shots of Mr A and Mr B signing a contract - these go straight in the bin! To avoid this, plan the pictures you want I advance and write a list of each shot you want to end up with, including details of the backgrounds and props required. Next, make sure your photographer is well briefed, and organise all necessary props and backgrounds well in advance. Try to take a variety of shots so you have a range of different photos on the same subject for your photo library. This avoids having to send out the same old picture every time. PR Newswire can arrange for a professional PA photographer to take pictures for you.