HR experts reveal: Insights and Strategies for Effective PR Comms with Journalists
Photo by Brian Tromp on Unsplash
Staying ahead of the curve in the HR industry requires a deep understanding of the HR media landscape and the ability to implement effective PR strategies.
At the start of this year, we (PR in HR) updated and released our HR Media Report 2023 after receiving so much interest from its first instalment (here). The report is a three-month analysis of the top trends and topics HR journalists covered, with further insight into the HR landscape. It offers a snapshot of the current organisational issues from over 1500 news stories from nine prominent HR publications with an aim to help individuals gain valuable insights into capturing the attention of HR decision-makers and securing top-tier coverage.
Last month, we invited Alexandra Nawrat aka Allie, senior journalist of UNLEASH* to our webinar series ‘Conversations with PR in HR’ for a candid conversation on her knowledge and understanding of the inside workings of journalists in relation to our findings.
Allie has an extensive background in journalism covering HR tech, innovation in pharma and MedTech.
Our webinar uncovered valuable insights into the dynamics of HR media, journalist preferences and successful PR practices in the United Kingdom (UK) and the United States (US). It delved into the key findings of our study, offering organisations actionable strategies to enhance visibility and engage with HR professionals.
We’ve summarised some of the key points here.
What makes a great news story?
Our HR Media Report reveals that the most popular and recurring topics in the HR media include employee engagement, talent, pay, health and wellbeing, diversity, equity and inclusion - along with the recent addition of AI technology, making each crucial topics to consider when pitching a story.
Although this may seem repetitive, keep in mind that the HR landscape is ever-changing so there is always something new to say about these topics.
Allie explains that a key aspect of what makes a great HR story is bringing a fresh perspective to new or existing stories, providing meaningful data and addressing pressing HR concerns.
She goes on to emphasise the significance of staying informed about emerging trends within the HR industry, allowing for timely and insightful coverage that resonates with readers.
How do you get a journalist to open and reply to your emails?
Don’t be under any illusion, it can be difficult to effectively communicate with journalists. In an era of overflowing inboxes, it is crucial to stand out.
When asked about her inbox, Allie explained that one of the most time-consuming challenges faced by journalists is the sheer volume of irrelevant and/or vague pitches and news releases they receive on a daily basis - estimating an average of 150 pitches per day, only some of which are actually relevant to HR journalists and/or UNLEASH’s global audience.
For this reason, she emphasises the need for senders to be concise in emails.
Tailor pitches to align with journalists' preferences, writing styles and topics of interest. By providing unique angles that resonate with their audiences and offering exclusive opportunities for coverage, organisations can increase their chances of securing media attention. Conciseness, data/research insights and understanding the value of journalists' time are key elements to successfully engaging with HR media.
Although Allie does open most if not all of her emails, not all journalists do, so when they do, give them all the information you have (concisely) and let them decide whether to invest their time.
Read their articles
Another aspect mentioned by Allie was the importance of avoiding irrelevant pitches and duplicate content. Oftentimes journalists will finish covering a topic only to then be pitched the same (or a very similar) story.
Therefore, it is essential for brands to stay up to date with journalists' coverage and avoid pitching topics that have already been covered.
How to build a strong relationship with journalists?
Building a strong relationship with media professionals is understandably important. The best way to do this is by giving journalists what they want as this can significantly enhance the effectiveness of media outreach efforts.
Similar to the last point, Allie shared that she prefers it when brands present clear and relevant pitches, highlighting the value and relevance of what they offer. By providing data and market trends, HR suppliers can capture journalists' attention and facilitate more meaningful conversations. This stops journalists from having to go back and forth to understand the context of what is being offered whether it is an interview, a byline, etc.
The importance of including research, data and/or statistics in articles
Our report revealed the importance of research and data. Nearly 60% of HR articles in various publications included research, data and/or statistics, demonstrating the significance of providing data-driven insights to HR professionals. For this reason, journalists expressed their interest in receiving original research reports, trends and market data to support their stories.
And can company backlinks be squeezed in? Will they be used by publications?
Allie - and the majority of other HR journalists agree - backlinks need to provide value and relevance to the audience. While backlinks to relevant research and data may be useful, linking to brand websites for the sake of it doesn’t add significant value to audiences and so likely won’t be used.
Journalists focus on the issue at hand rather than promoting a brand or its messages. While brands are frequently featured in HR media, the focus should remain on the issues, guidance and the audience, rather than self-promotion.
What are the nuances of brand PR in the UK vs. the US?
As a journalist working with a global audience in the HR field, Allie has an interesting perspective on how different brands communicate in different countries.
When comparing the UK and the US practices, Allie said one of the most notable differences was the communication styles, highlighting that the US is often friendlier and chattier than UK contacts as they know their interactions will only be online. However, Allie emphasised that this wasn’t inherently better or worse, but rather suited to different contexts. Understanding these differences is vital for organisations seeking to expand their reach internationally.
Favourite topics
Allie also shared what she was currently most interested in writing about, which included diversity, equity, inclusion and belonging (DEI&B), financial wellbeing and purpose-driven initiatives. She explained that they highlighted the significance of positive news and stories that showcase how companies are making a positive impact on their employees' lives and communities.
Allie also added that, like UNLEASH, many HR magazines are run by small editorial teams, so if HR journalists seem unresponsive, it isn’t necessarily due to the pitch presented to them.
Lastly, she posed a question to our presenters, Kay Phelps and Dinara Omarova, on how journalists can better support PR professionals. We suggested that journalists and editors could communicate their preferred style of interaction, providing guidance on how to approach them in a style right for them. This transparency would help tailor communications and ultimately build stronger and more productive relationships.
Our insightful conversation with Allie provided a glimpse into the world of media in the HR industry. By understanding the preferences and requirements of HR journalists, brands can enhance their storytelling efforts, increase visibility and effectively engage with HR decision-makers. By staying informed about industry trends, actively networking and adopting a customer-centric approach, HR brands can better support HR journalists and drive positive change in the market, emphasising the importance of effective communication and understanding in building successful partnerships between brands and journalists.
To learn more about what Allie had to say, watch our ‘Conversations with PR in HR’ webinar here.
About UNLEASH:
*UNLEASH is a renowned global media business that covers the HR market in the UK, Europe, the US and Canada - and is dedicated to providing news and analysis for HR, tech, learning, and recruitment leaders.