I had a quick catch-up with Jo Faragher (@faraghrobertson) to talk about her writing and to get her thoughts on the dos and don’ts of PR pitching.
My areas of interest are education and employment - mainly employment.
I am a regular contributor to Personnel Today, but I have also done work for The Times and The Financial Times, as well as corporate clients, for whom I do freelance journalism and copywriting.
I tend to write for senior management in the relevant field - for example, HR managers and directors. Occasionally I’ll do a piece for a different target audience like students, but usually I cater to a certain level of professional seniority.
They vary, but I do have a routine. Thursday and Friday are my office days (I have two small children) so Friday is usually my deadline day, but I will check emails and take phone calls through the week. Thursday and Friday are preferred, as I’m at my desk.
Things that annoy me include: PRs who read an article I’ve already written and pitch the same story to me again, sometimes even for the same publication. They’ve made half an effort to do their homework (which can be worse than doing none at all) but haven't thought the pitch through properly.
I like offers of exclusivity, of course - for example, an interview with a senior executive in my fields of expertise. I also like interesting case studies.
Good pitches come from PRs who have done their research and can imagine where the article will end up. They offer a good story with a hook for someone I'm writing for, and I have a ready-made pitch to take to an editor.
I’m currently writing features for the career section on Personnel Today, with an eye to pieces about the development and progression of HR careers.
Interview conducted by @Adam_Ketterer
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The B2B PR Blog is a resource for both PR professionals and people working in B2B industries on how to devise and implement successful B2B PR campaigns. The blog is managed by B2B PR specialist Heather Baker, founder of TopLine Comms, and inbound marketing, B2B content marketing agency and proud HubSpot partner agency and takes contribution from anyone sensible in the industry with something intelligent to say. Follow Heather on Twitter @TopLineFounder or contact the B2B PR Blog editorial team via email on [email protected].
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