Lara Geadah, Founder of Dubai-based independent PR agency - Cameo Comms discusses how being too pushy can jeopardize your PR efforts.
In the world of public relations, pushiness can be a career killer. No one likes a “pushy” PR person. The professionals who excel are those who help editors fill their pages with insightful content that matches their publication’s tone of voice. They don’t push; they assist. While pushing journalists can work once or twice, it will eventually ruin your relationship with the publication. You'll find yourself unable to get coverage in the future. Here are my top tips for practicing a non-pushy attitude:
Think Long Term
You’re less likely to come across as a pushy PR professional if you think long-term. What does this mean? It means that you genuinely care about your relationship with the editor, aiming for a healthy, mutually beneficial partnership. This approach ensures you can continue working together, catering to multiple clients and occasions, rather than just meeting your coverage quota at that moment. Shift your mindset from “I need my coverage today” to “Is this article worth causing a fuss over?”
Practice Patience
PR can be difficult, and there will be situations that test your patience. Editors might ghost you after you’ve written an exclusive op-ed for their publication and communicated extensively. They might change their mind after initially accepting a pitch, or they might do nothing at all, even as your client pressures you to get coverage. These situations can tempt you to act pushy to get your way. However, it’s crucial to remain patient and avoid damaging your relationships.
Mindful Follow-Ups
Constant follow-ups can overwhelm editors and backfire. Editors are inundated with stories daily; they don’t need PR professionals badgering them. To maintain respect, space out your follow-ups. I recommend waiting three days after sharing the initial pitch before following up, using the editor's preferred communication method. Editors appreciate a gentle reminder, but always use a friendly, non-demanding tone to keep the interaction positive.
Ghost Back
If an editor has completely stopped responding to your messages, it’s likely because the relationship or the information you’re providing is not valuable enough to them. Instead of persistently reaching out, consider reciprocating by disengaging. Ghosting is never enjoyable in any situation. If someone is not responding, it may be time to reciprocate that disengagement.
In image above: Lara Geadah, Founder of Cameo Comms
Avoid Hyping Ideas
Enthusiasm is natural, but overhyping your story can come off as desperate and undermine your credibility. As an extrovert, I tend to be overexcited when pitching a story that’s close to my heart. I’ve learned the hard way to tone things down, especially when I don’t have a close relationship with the writer. Presenting your pitch in a calm and composed manner can go a long way. This approach not only conveys your message more effectively but also reduces resistance from the editor.
Give Some Space
Pressuring an editor for an immediate answer is a common misstep. While it might be tempting to secure a quick commitment, this tactic often backfires. Be supportive and understanding if an editor needs time to consult with their team or deliberate further. If you seem too desperate, you’re less likely to get your way in any situation or social interaction. Your patience and professionalism will be valued and can lead to better outcomes.
Care Less
This may sound counterintuitive, but it's my top piece of advice. Caring less about the outcome of your pitch can help you avoid becoming that pushy PR person and ultimately yield better results for your clients in the long run. When people sense that you're overly invested in the impact of their decision, they may be less inclined to help. Therefore, whenever you're asking for something, it's important to genuinely not care too much about the outcome. This attitude naturally affects how you present yourself and interact with others.
Avoid the pitfalls of being a pushy PR person and build stronger, more collaborative relationships with editors. Remember, your goal is to be a helpful resource, not a persistent annoyance to them.
