PUBLIC Relations practitioners are passionate about gaining positive exposure for their customers aligned to their business goals.

Writing a media release is only part of the process. We all aim to achieve independent media interviews between customers and journalists about the client’s organisation, products or services.

While a client will always have editorial control of a media release before it goes to the press once it has gone there is no artistic licence left. There is an assumption that the media can so with it what they will. This could mean printing it as sent or editing it to use as a snippet. Whatever happens it is a positive.

Difficulties can arise when a journalist wants to follow up a media release and speak directly to the client about their company.

In this case clients and PRs lose any editorial control and place their trust in the author.

A journalist will usually want to talk about the product services or issues raised in the media release, but there are occasions when they are distracted by other topics.

Similarly, a journalist will never send an interviewee questions or give them editorial control once an article has been written.

That’s called an advert and it costs money.

The positives of an independently written article are that it is more engaging, less sales based and more likely to be read by decision makers. It will usually be accompanied by a professionally taken photograph, look better and be well presented on page or a digital site.

Speaking to journalists is nothing to be afraid of unless you have something to hide. They are interested in what you have done or are planning to do and want to hear your story. They could even get in touch to ask your opinion about other issues so one thing could lead to another. Unless you prove awkward in advance and insist on editorial control. Then you will close the doors to them once and for all!

If you would like to be connected to the media, contact carmel@carmelharrisonpr.com

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