This is a topic that used to occupy us a lot in my own startup back in the day and I know many people, including me, that have wasted a lot of money (& time) using PR agencies and similar to amplify messages, usually around their startup’s wins & progress.

We knew this topic was of interest to our #AwakenClub community so we asked one of our expert male allies, Charlie Taylor, Technology & Innovation Editor of Ireland’s Business Post, to join one of our drop-in sessions & give us a masterclass and some tips.

As always, Charlie didn’t disappoint and in the space of an hour this is the gist of what he advised.

1. The newspaper or magazine is seeking to give the readers what they want – so this is how you need to think when you approach a journalist with a story. Journalists and editors get inundated with requests and they will pick the ones with the most interesting hook for their readers (job creation, won a valuable deal with a big company, launching a new & exciting product or innovation, raising investment, … ) They are unlikely to write about you or your company unless you can demonstrate what this is when you contact them.

2. Pay attention to keeping your photo library full and refreshed. You’ll be asked for a selection of interesting and high resolution photographs for the photo editor to choose from. The Business Post will always include a photo with a piece and you will want to be in control of what gets used so make sure you have some appropriate photographs to send. 5-10 is the number they will seek. We had a bank of photos taken by a professional photographer for our own AwakenHub team recently. We brought changes of clothes to get some variety and more bang for our buck. Full length and interesting photos are needed as well as head shots so make sure you have a mixture. Do not send photos of yourself at a wedding or on a beach! Sounds ridiculous but people do this all the time – just look at LinkedIn.

3. Some journalists are open to approaches about a piece. You can send them an email or a press release if you have it. You’ll have more chance of success if you tailor what you send. Don’t scattergun the same standard email to 50 people. They need content and you don’t have to go via a PR agency, although there are times when you may choose to.

4. Make sure to do your homework. Research who writes about what. Sometimes you might get more traction approaching a specific trade publication or journal. If you’re a tech business, there is a small pool of interested journalists in Ireland and they’re mostly open to being contacted.

5. Build a relationship. You may not be successful at first because you are too early stage or because you don’t yet have a big or interesting enough story. Once the journalist knows who you are and what you do they may well come back when they have a need (when this happens you’ll be glad you have your photos ready to go, especially if you need to come back at short notice!). It’s ok to send an email update from time to time but don’t torture them.

6. Yes you can suggest opportunity gaps. And if you’re asked to contribute to an op-ed piece, you must offer an opinion!

7. It’s important that you have an online presence. Journalists (& everyone else) will go to your website for some background information. It’s useful to have a page on the company’s background and story – when you were founded, how many people there are in the team, where you’re based, any milestones you’ve achieved or reached. Everyone likes to know this information but we’re all too lazy to have to look too hard. If you and your company don’t exist online you might be perceived as less credible.

8. Consider seasonality and be creative in your re-use of “old” content. Make enquiries well in advance if you’re looking to have your product featured in Christmas copy for example and with older content, seek a new angle or offer an op-ed opportunity.

9. For engaging with international journalists you may wish to consider using PR although there’s no reason why you shouldn’t have a go yourself first. You’ll save a lot of money and you might be lucky.

10. Advertorial – yes or no? Charlie says to avoid. It’s always very obviously advertorial and it may damage your standing or credibility. Put the effort in to build relationships and create interest.

Take the info and run with it.

Mary McKenna, Co-founder, AwakenHub