Learning the lingo in technical PR and what it all means as a journalist part 2

Posted by Evie Whitaker

After a few weeks at InFusion Comms, I’ve delved deeper into the world of technical PR and it’s many different aspects. It’s fair to say that I’m nowhere near an expert with the technical side of things, but I’ve managed to get to grips with some key PR skills that are also transferable as a journalist.

Understanding reach and shareability of journalists and businesses

I thought that posting a link to a story on huge social media platforms with a high volume of followers, simply ensures it’s going to be read and loved by readers. Thinking that the key is shareability.

This is similar to businesses getting their content featured on other platforms, in digital and print magazines, and emails etc . Whilst, they may be paying the big bucks for these features based on clicks and readership demographics, it doesn’t mean to say that this gives them paying customers.

PR has opened my eyes to the more realistic business point of view. Considering, how many will actually read the story from start to finish, internalising the important points and then making it something they care about in their busy lives?

As a business, It’s important to invest in software that doesn’t just tell you how many people used the secondary source to get to your website, but tells you how long they stay on your site, whether they interacted with your site, and how many of those people then became customers.

In depth tracking can be done with the combined use of common software such as; Google Analytics, google tag manager and Facebook Pixel. Getting to grips with what the data shows allows you to look at how you can use it to benefit your business.

Asa trainee journalist this allows me to see how an article can gain optimum attention and interaction as well as see which platforms attract the biggest target audience, effectively telling me what content is bringing the most genuine interest.

Networking and relationship building

As a trainee journalist I know just how hard it is to make contacts, trying to get your foot in the door at any opportunity. One of the main pieces of advice I’ve been given since I started my training at Trinity is to build up my contact book as much as possible, because in the end it’s about who you know, not what you know.

PR only solidifies this idea, with finding who you need to get hold of near impossible. Phone numbers and contact details are not given out easily and if you’re lucky enough to find them, it’s probably taken a lot longer than should have to track them down.

If you have these vital contacts in both journalism and PR, then life can be much easier. Yet there’s still the fact that you need to build relationships with these contacts, making sure that you can work as one. However, with such a niche in the market at InFusion Comms, it’s proven even more difficult.

Looking for official emails or contact numbers of specialist technical publications and press is a tough task. Without contacts, press releases aren’t going to be as effective, making my appreciation for PR and what it achieves grow, as sometimes you really do have to start from scratch. In these cases It’s not as straightforward as just sending someone an email, it’s about building those relationships up and working together.

Digging a bit deeper and spending a bit more time is important in PR to get the job done right, something I can definitely use in terms of research, reach and networking as a journalist.



Author Bio: My name is Evie, I am an aspiring writer, currently studying Journalism at Leeds Trinity University. After just finishing my first year, I have joined the InFusion Comms team on placement, where I’ll be gaining some experience in the world of technical PR for the next month. I’ll be blogging about my experiences and what I learn along the way.