Dealing with national journalists takes a great deal more confidence than establishing a local media...
Dealing with national journalists takes a great deal more confidence than establishing a local media presence because what you say and do attracts such a wide audience. Tabloid newspapers, in particular, are read by more people than the broadsheets.
But it does also give you the scope to show more of your professional expertise. Newspapers such as the Daily Mail, for example, increasingly interest the ABC audiences as much as the broadsheets do.
Guidance offered by MyMoneyAdviser says attracting the attention of a national journalist will require particular case studies which, with the approval of your client, can be presented as your evidence for a story. They will need to contain a lot of detail about the client's case and be able to present evidence that other people could be affected by the same issues or problems.
You could do this by sending a press release to key reporters at national newspapers, but catching their attention will again require a story which contains some strong injustice or argument which others need to hear about.
But becoming the regular contact of a national newspaper journalist will require a lot of confidence and time, because it may involve drinks after work and in-depth discussion about the financial sector.There is less chance of pulling the wool over a national reporter's eyes because although they are not working in the industry like you, they might have done at one time or have amassed a substantial amount of knowledge during their years as a financial journalist.
Remember, the journalist needs to feel he/she can trust you as much as you need to trust they will pursue the story you are highlighting. Promising an exclusive can sometimes make the difference between whether or not they will listen because that exclusive distinguishes that reporter between someone who has an eye for news and another following a press released story.
For more information on these issues, including further information on how to build a relationship with national journalists, click thru the right-hand link to MyMoneyAdviser's Guide to Media Relations, as well as top tips from L&G on press handling and news.
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