Feb 14, 2019 / by Alister Houghton

PR and communications has long evolved from being solely about media relations. However, that doesn’t meant that PRs aren’t still the foremost experts in engaging journalists and influencers.

After all, getting the attention of journalists and influencers is the most critical skill in a communicator’s arsenal. It’s all very well having a great campaign idea, but if you are unable to sell it, then your campaign won’t receive the coverage it deserves.

With technology advancing away from contacts books and with journalists having increasingly little time to spend away from their desks, getting your message to stand out in a journalist’s inbox has become an art in itself.

While there are some who still practice “spray and pray”, where press releases are sent to as many journalists and influencers as possible in the hope that someone, somewhere runs the story, in reality this tactic is only going to alienate journalists and ignore any relevant content from you.

But even with a more targeted approach, you still have a great deal of skill and put in a huge amount of hard work to pique the interest of journalists and influencers.

However, thanks to the latest distribution technology and techniques, there’s a way for you to get ahead and secure interest from journalists.

Smart Engagement, a principle of Earned Media Management, harnesses this new technology and combines it with a standardised way to produce multimedia content which will attract the attention of journalists and influencers.

Our latest white paper – Smart Engagement: an Earned Media Management strategy – details how Smart Engagement works and the techniques communicators can use to receive precious coverage.

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About Alister Houghton

Alister Houghton is UK Content Marketing Manager at Cision, writing and commissioning thought leadership, interviews and opinion pieces covering the earned media, marketing and journalism spheres. As well as working in a variety of roles across the business, he has previously managed media and web content for the British American Football Association.