How do you choose stories?

The main aim of our website is obviously to inform the reader so we have to think about what people will want to click on. If a story isn’t going to interest our readers and therefore won’t bring people to the site, it isn’t going to be a story worth doing. The public doesn’t want to read something where the brand message is being shoved down their throats.

What PR habit is most irritating/unhelpful?

I am always confused by the logic of PRs who resend the same email over and over again. It won’t help your case. You might think your video of Donald Duck teaming up with someone who was once on Corrie is great, but if I didn’t want to run it the first time, I won’t want to run it after the 12th email containing the press release.

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

Certainly, PRs and journalists go hand in hand. It’s a give and take relationship, so getting to know each other is always important. I have run some great stories from PRs in the past and I’m always willing to be more flexible if I’m dealing with a valued connection where we are aware of the mutual advantage. We all have pressure in our jobs so if we can help each other perform to our best then that will always be beneficial.

Do you think people who have trained as journalists make good PRs?

I think the experience is more vital than the training. Until you work in the situation you’re selling your story into, it will be difficult to properly understand it. Every publication is different and if you have an insider knowledge of what works where, campaigns can be targeted in the most effective way. That’s why I think it’s really important for PRs and journalists to get to know each other.

How do you prefer to be contacted by PRs?

Email is obviously ideal...It’s not always viable to talk it through on the phone. And let’s face it, no one checks their voicemail.