By William Essex
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You’ll probably be dealing with the trade press, and they talk themselves up by talking up the people to whom they have access. In terms of preparing for the media, the point is that you should always deal with the trade press as though you’re dealing with the nationals. This is not just because it gives you a chance to practice your media-handling skills. There are two other reasons: 1 The nationals read the trades. Sometimes, they commission trade journalists. Often, they’re called up by trade journalists offering freelance work.
Your advantage is this: You know all the angles. A really competitive story will have at least one really competitive angle. The best definition of an angle might be that it’s the story within the story, or perhaps better, that it’s the fastest, most attention-grabbing version of the story. The subject is a big, static thing (your line of business) while the story gets it moving (something’s happening in your line of business) and the angle gets it moving faster and adds a 2. What Journalists Want And Why They Want It 41 few hairpin bends (while that’s happening, there’s also a giant ape climbing up the outside of your office building).
A lot of them like to look busy, with mobiles always ringing, taxis always waiting. What matters is the chemistry. If they’re any good, they want it to work. 24 Can I Quote You on That? You may already have an in-house PR function, or there may already be somebody in corporate communications/marketing who takes the media calls. Fine. You may want to find out what currently happens when somebody calls the switchboard and asks for the press office, but whatever it is, if it works, think about not fixing it.