PR etiquette 101

We’ve been in the PR game for well over 18 years and we still do it on regular basis over at the agency for our clients as well as ourselves.

Building and maintaining strong media relationships is crucial for success. That’s why understanding and having good etiquette is essential. Now, everyone is different and we aren’t speaking on behalf of everyone - we would never do that. But, we do believe that having a basic understanding ensures that your reputation is protected.

TRUST US… You don’t want to be that brand/ business that annoys the press and is classed and known as a problem.

Here is our little guide of what we think you’ll need to get started and master your PR etiquette. Use them, don’t use them - but if you do it will help you avoid common missteps and create lasting, positive impressions with the media.

Respect journalists time.

Time is one of the most valuable resources for journalists. They have to manage busy inboxes, sometimes work across multiple titles. As well as juggle deadlines, breaking news and numerous pitches daily. When reaching out:

• Be concise and clear: Get to the point quickly and present the most important information upfront.

• Avoid follow-up overload: It’s fine to follow up once or twice, but constantly checking in can hurt your chances of being covered. Journalists don’t have time to field repeated messages.

• Know their schedule: Don’t send pitches at the end of the day, on weekends, or at odd hours unless it’s genuinely time-sensitive.

Do your research (we can’t stress this enough).

Sending irrelevant pitches is one of the most common PR faux pas. Journalists specialise in different topics and they find it very annoying when they get numous pitches not relevant to them or publication. So, please ensure your pitch aligns with their beat. To avoid this mistake:

• Tailor your pitch: Personalise your message to reflect the topics they tend to write about and the publication. They want to make sure you understand who you’re pitching, the publication audience/ reader and that you fit.

• Stay current: Understand the latest trends and focus areas within the journalist's publication to ensure your story aligns with their needs.

• Subjects: Please avoid ‘Click bait’ email subject lines. This never goes down well. Our advice would be make it clear to what your pitching (if you can). Example: Pitch: Stylist Top 10 shopping page: Beauty Item under £10

Also, if you are part of the ‘PR Opportunities’ channel, we have provided a breakdown of journalist titles and what they mean.

Be honest and transparent.

Trust is everything in PR. Misleading or stretching the truth might get your brand noticed briefly, but it will damage your reputation long-term. Here’s how to build trust:

• Set realistic expectations: Don’t promise an exclusive or hard-to-verify claim unless you can deliver.

• Be upfront about your intentions: If you’re promoting a product or service, make it clear from the beginning. Journalists appreciate transparency.

Understand their audience.

A pitch is more likely to succeed if it resonates with the publications audience. Always ask yourself, “Why should their readers care?” and “Is it relevant to them?”

• Think beyond your brand: What larger story or trend does your pitch fit into? How will it benefit their audience?

• Provide valuable context: Frame your story in a way that educates, informs or entertains the audience, not just promotes your business.

Keep communication professional yet friendly.

Building media relationships is about striking a balance between professionalism and approachability.

• Mind your tone: Keep your emails and conversations respectful, but don’t be afraid to inject some personality.

• Follow up gracefully: If you haven’t heard back, follow up politely after a reasonable time (usually a week). If they still don’t respond, respect their silence and move on. If you know it’s time sensitive than we would recommend following up once the deadline has lapsed.

So, why does all this matters?

If you want to build long-term relationships that can benefit your business, this is something worth doing and actually investing in. When journalists know they can rely on you for relevant, well-researched stories and professional interactions, they’re more likely to come back to you when they need a source or have space for a feature.

In an industry built on trust and reputation, showing respect for journalists time and maintaining professionalism will help your brand stand out from the crowd.

Avoid common PR missteps like spamming irrelevant pitches, over-following up and missing the mark on audience relevance. Keep things professional, polite and thoughtful, you’ll build stronger relationships and improve your chances of media coverage.

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