Halloween Howlers to avoid with the Press

For some the very idea of talking to the press is the stuff of nightmares. If you are a broker, insurer or InsurTech looking to build your business, however, you need to raise your company’s profile and promote your new products and services, and the press is one of the best ways to do that.
So, rather than be spooked, here are five Halloween Howlers to avoid:
1. Only contact them when you want something
Whatever you do, don’t just reach out when you want something. Instead, don’t be scared, just reach out in advance, and set up a ‘getting to know’ meeting.
Check out what stories they like to write about in advance, many have specialist topics that they cover.
You can also go to industry events where you can meet journalists, and interact with them face to face, which helps create a relationship, more than just via e-mails or telephone calls.
2. Take too much of their time
Don’t be a horror, get to the point; make yourself clear by writing a headline that will grab the attention of the person you are sending it to.
Also, be sure that the news release you are sending will actually be interesting for the journalist, don’t send too much or when a really big news story arrives it won’t have the same impact.
3. Don’t hide, be available
When something horrible happens at your company and a journalist wants to write about you, the best thing you could do is take the time to speak with the journalist on the phone or during an interview. They will then talk to you when the good stuff happens too.
Be prepared, you can send an e-mail to ask for a few sample questions in advance of an interview.
4. Take the relationship for granted
You obviously don’t want journalists to forget about you, so don't be a dragon and take the relationship for granted. Keep in touch with them, via phone calls or via social media.
Read their work and react to it too, most insurance journalists have personal blogs or publish their work on social networks. Engage with them, it will pay off.
5. Be unhelpful or negative
It goes without saying, but be polite and upbeat. It can take time to get your stories into the press, and when you do it may not be exactly as you wanted. There is no point in getting upset, just engage with the journalists and things will ultimately improve.
Still spooked by the press? Don’t be, just get in touch with the fiendishly friendly NextGen Communications team and see how we can help to tell your story and optimise your press opportunities.
Simon Hayes, MD e-mail: simon@nextgencomms.com
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