Editors hold one of the most important keys to a successful PR and Marketing campaign – coverage. Without it the wheels would cease to turn and as public relations professionals it is our job to keep them informed and up-to-date on our clients’ latest developments in a way that works for all involved. It is about balance, and to maintain a successful, symbiotic relationship with those that control the media landscape there are a few key things you must consider:
As a former B2B editor of some 10 years’ service, I can tell you that there is nothing more frustrating than being let down at the last minute by someone who has promised you an article by a certain time. Failing to deliver as promised will not only gain you a reputation for being unreliable, it will also put you to the bottom of the list where content placement is concerned. Why? Because this editor is now faced with blank space to fill – often at short notice – and with a deadline looming, you are the reason for his or her problem. Filing copy on (or preferably before) deadline is a highly desirable attribute, and is one that will see your relationship with that editor thrive.
Often content is pre-approved before it is offered to editors and one of the first things they will look for is whether it is promotional in nature. As a business it is natural to want to push your products and services to the fore, but as an editor of a publication that must be seen to be unbiased within the wider industry in which they operate, it can be difficult for them to accept copy of this nature. What is far more acceptable are opinion pieces that look at the challenges an industry faces and how certain technologies, for example, may help to alleviate those challenges. In other words, do not say: “This is my system, it’s the only system for you and here’s why!” Far better to say: “We recognise the industry has a challenge, we believe this type of system will help companies to overcome this challenge, here is an example of how it has helped someone already.” Bear in mind before you approve any content that what sounds good to you may be the polar opposite to an editor.
It sounds simple, but the amount of copy I received without useable images in my time behind the editorial desk was quite frankly untold. If you stop to think about it, it is a wasted opportunity to simply send copy to an editor, as what they are often able to do is to include a product image alongside unbiased content – thus enabling businesses to achieve product placement in a far more impactful way. Not everyone reads magazines or websites from cover to cover, but good quality images will stand out above all else. From an editor’s point of view, to make content interesting and to enable the design team to get creative with the layouts, it should be accompanied by high quality imagery. To chase these images in their absence is a time consuming task, so ensure they are sent at the same time as the copy in a useable format (often JPEG) and at a resolution that is able to be printed (minimum 300dpi).
By engaging a PR and Marketing partner that understands how to achieve that all important balance, you will see your company in the spotlight far more often. At ABI we believe our relationships with editorial staff to be second to none, and it is through a working understanding of what is valuable to them and delivering each and every time that we are able to achieve consistent, high quality coverage throughout the industry sectors our clients serve.