Ignoring this food critic is a recipe for a PR disaster, warns expert

There’s a debate doing the rounds in the marketing and media world around after renowned food critic Jay Rayner expressed his frustration with the relentless PR pitches he receives from lazy agencies and consultants.

Greg Simpson, founder of Nottingham-based Press For Attention PR – the sponsor of our Summer Networking Barbecue on August 8 – explains.

This is a classic. It seems Jay (big fan by the way) is getting hounded by totally irrelevant pitches and worse, being hounded all all-over again as part of the dreaded follow-up.

Ironically, his patience was finally exhausted after receiving emails from a PR pitching platform Synapse inviting him to attend a webinar called “Is rejection killing the PR industry?”

You couldn’t make this up!

In what was originally a missive  to the CEO and has since become an open letter, Rayner wrote:

“The way far too much of the PR industry behaves has been driving me nuts for a long while now… I receive literally hundreds of emails from PRs a week. And what staggers me is the vast number that have absolutely nothing to do with my beat.”

He cited emails received within a 24-hour window about a children’s festival in Leicester, a wellness guru, Iron Man, financial analyst reports and celebrity real estate.

As a former business journalist myself, I have seen this first hand and sat in wonder at some of the rubbish that poor Sam gets sent when we have our catch-ups. Often not about business, let alone the East Midlands.

The worst ones being the “it’s only just over the border though isn’t it?”

It is part laziness, part lack of targeting and part cultural. There are far too many pressures from senior colleagues at some agencies to drive the stats around pitches in terms of volume and go for quantity over quality as a metric.

A lot of this trickles down from clients too.

They want to see more, more, MORE in terms of output.

Understandable but….this is NOT how you play the PR game professionally.

Just look at what PR stands for…Public RELATIONS.

You can’t build a relationship by spamming inboxes and following up ad nauseum on totally irrelevant stories to the reporter.

At best, you will be deleted. At worst, you will be ignored and actively avoided.

It is counter productive.

I asked Sam how many emails he gets as editor of The Business Desk for the East Midlands region alone… hundreds.

Every. Single. Week.

How many were relevant? In the 10s…

So with Jay’s frustrations firmly in mind, what should you do?

Well, without getting all “Swiss Tony” on you, building a strong relationship with the media is akin to preparing a gourmet meal: it requires the right ingredients, precise timing and a thoughtful approach.

Jay Rayner likens the barrage of irrelevant follow-up emails to an over-seasoned dish – unnecessary and overwhelming.

For business owners aiming to foster positive media relationships, consider these culinary-inspired tips:

1. Quality over quantity: Just as a chef selects the finest ingredients, PR professionals should ensure their pitches are well-researched and tailored to the journalist’s interests. Understand the journalist’s beat and only send information that is relevant to their work.

2. Personalisation is key: A personalised touch can transform a simple dish into a memorable experience. Address journalists by name, reference their previous work, and explain why your story is a perfect fit for their audience.

3. Timing matters: Timing is crucial in both cooking and PR. Avoid sending follow-up emails too soon or too frequently, as this can come across as pushy and disrespectful. Give journalists adequate time to respond and consider your pitch.

4. Be concise and clear: A good recipe is straightforward and easy to follow. Ensure your emails are concise, clear, and to the point. Highlight the most compelling aspects of your story upfront to grab their attention.

5. Respect their space: Just as a chef values a clean kitchen, journalists appreciate a clutter-free inbox. Avoid spamming with multiple follow-ups. If you haven’t received a response, consider it a polite ‘no’ and move on.

6. Build Relationships, not transactions: Think of your interactions as building a rapport, much like a chef with their regular customers. Engage with journalists on social media, comment on their articles, and show genuine interest in their work outside of your pitch needs.

By treating your media outreach with the same care and respect as a chef preparing a meal, you can create a more palatable and effective PR strategy. This approach not only honours the journalist’s time but also increases the likelihood of your story being noticed and appreciated.