The relationship between journalists and public relations (PR) professionals is a symbiotic yet nuanced one, not unlike Marvel’s Venom and Eddie Brock. When they collaborate effectively, the outcomes can be mutually beneficial, each party advancing their respective agendas without ‘devouring’ the other.

For PR the aim is cultivating positivity, to reflect the brand in the best light, while for the journalist, success is increasingly measured by engagement metrics – clicks and comments – driven by compelling headlines and supported by facts. When those two goals align, it’s a win-win scenario, and nobody gets metaphorically ‘eaten’. Journalists value transparency, authenticity and respect for their time. Armed with this understanding, PR professionals can tailor their approach to maximise the chances of successful pitches.

For a story to be picked up and gain traction, the fundamental foundation of any press release should be genuine and noteworthy. And while it might seem obvious, being authentic and credible is a must. Beyond that, here are a few additional dos and don’ts to strengthen your news pitch.

Do be clear and concise

Journalists are time-poor. They’re up against tight deadlines and lack patience for wading through waffle and excessive details. A clear and concise pitch, getting straight to the point, increases the likelihood of grabbing their attention. On that note, bullet points with key take-outs from the story help present information upfront and allow you to save the in-depth details for those who express interest or wish to delve deeper. They can also offer up different angles on the same news, helping tailor the piece for their specific audience.

Don’t get caught in corporate language

The automotive industry does love a TLA. That’s a three-letter acronym, and we wouldn’t assume that you already knew that, so don’t assume that journalists will all know your brand language. The readers almost certainly won’t. Speak plainly whenever possible and explain and expand when you have to use brand terminology.

Do provide credible quotes

While automotive professionals may be accustomed to internal language, external communication demands clarity. Ensure that quotes are not only understandable but also genuinely credible. We’ve got a whole other blog post about that here.

Don’t make claims you can’t back up

Credibility is key. Journalists are adept at fact-checking and seeking out the truth, so ensure that all your bold claims are substantiated, as unsupported assertions can undermine your pitch. Don’t make bold claims that can’t be backed up just for the sake of a hyperbolic headline ­– journalists will check.

Do include strong images

If a picture is really worth a thousand words, then make sure that the images you provide are of high quality and fit for purpose. If it’s a vehicle (or other product) a selection of shots that cover the 360-degree views and close-up details of unique selling points or key design elements are a must. If you want your story out on social channels as well then portrait format images are more suited to mobile users, so ensure you provide a selection that is also tailored to suit the medium.

Do tailor your pitch to the audience

In the automotive world, journalists are inundated with pitches daily. Standing out requires a tailored approach and making it more personal shows you know who you’re pitching to and understand their needs – that will go a long way to getting your story noticed. Make that subject line count and avoid sounding generic and sending irrelevant content.

Don’t be afraid to pick up the phone

Sometimes even the most carefully crafted email won’t capture a journalist’s attention – they’re a busy bunch, as previously mentioned. A quick follow-up call can work wonders by introducing a human connection and a sense of collaboration. Nice people are much harder to ignore than faceless corporations.

Don’t forget, that journalists are storytellers, and prioritise those stories that resonate with their readership. Establishing a meaningful relationship, maintaining open communication, and building trust are crucial. PR professionals can leverage this by tailoring pitches to journalists’ interests, demonstrating how stories benefit their audience, and respecting busy schedules with concise pitches.

Here at HBPR, we understand that the relationship between journalists and PR professionals is a delicate dance. By understanding the dos and don’ts of pitching news and appreciating the journalist’s perspective, we can elevate our approach as PR professionals, resulting in successful collaborations and compelling stories that captivate the automotive world. If you’d like to learn more about the world of communications within the automotive landscape, please get in touch at hannah@hannahburgesspr.com. Our door is always open.