n2n communications

The features process within a PR agency is usually what’s referred to as the ‘bread and butter’ of a PR campaign. It might not be the most dynamic, strategic or creative element of the program but it is vital and at the core of all PR accounts.

Over recent months however, the nature of the features process has been changing. Feature opportunities seem to be diminishing month on month. No one could disagree that the nature of the media is also changing at a rapid rate. Journalists are producing more online content and as a result are producing articles at a rapid rate per day. News is being reported online and via social media sites like Twitter, on a seconds and minutes basis.

So what does this mean for the features process? Increasingly it appears as if editors and journalists are shying away from planning out their features lists months in advance, instead working on a month by month basis and working very much in tandem with the trends that are current at that time.

Working in technology PR, this is particularly relevant. Technology is changing at such a rapid rate that what is current and interesting one month, could be old news by the next month. For an editor outlining a features list 12 months in advance it would be naïve to think that what is a relevant topic in January will still be relevant to readers by the end of the year.

For PR’s looking to gain the best coverage for their clients it is about engaging effectively with key journalists, it’s about having a dialogue and conversation with journalists rather than straight pitching. Clients need to get engaged with journalists on sites liked LinkedIn and Twitter – this is where stories are being researched and created.

Features may never be completely removed from an editorial calendar but journalists are definitely working differently form years gone by and PR’s need to recognise this. It’s time to embrace a new model of engagement with key journalists to ensure success for our clients.