Farah Andrews, senior features writer, OK! Middle East

How do you prefer to be contacted by PRs?

I go back and forth between phone calls and emails. That being said, when I am on deadline, I don’t tend to answer my phone, so the best way to get through to me is definitely by email.

How long should a PR wait before chasing-up on a press release?

There are few things that irk me more than a follow-up call the same day, or even a matter of hours after, a press release has been sent. I’d say that two or three days is a good follow-up time. Because I work on a weekly magazine, I have tight enough deadlines of my own.

Do you expect PR professionals to know your deadlines?

Yes and no. If it’s a PR that I work with regularly, then I’d expect them to at least have a rough idea, if only to be able to gauge when I’ll be my most frazzled! However, if someone didn’t know, it certainly wouldn’t bother me.

Which PR habit do you find most unhelpful?

I’d say blind pitching – when they call or email with an idea or product to pitch, with no idea who or what they’re selling it to. I am not asking for someone to tailor every pitch to my magazine, but a quick flick through so they can be armed with a response to, “Where do you see this fitting in?” is appreciated.

Do you think strong, ongoing relationships with PRs are helpful?

Absolutely. When you build and maintain a relationship with a PR, you can trust them to come through with the information and resources needed. Also, it means that I’m more likely to turn to them when I’m looking for something in particular story-wise, so it works both ways.

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