Stay calm and win coverage.


The art of staying calm when it comes to public relations is often underrated.

Think of a day in the life of a journalist: endless deadlines, overworked newsrooms, overloaded inboxes. 

The last thing the media need when it comes to daily pitches is a public relations professional in a frenzy.

Truth be told - this has often been difficult for me! It’s far easier said than done. Working in PR is exciting, spontaneous and - at times - nerve-wracking. 

But I’ve worked with many journalists who say this is often one of their top pieces of feedback for those of us working in PR: to stay calm.

A journalists’s job isn’t calm, many of the people they deal with daily aren’t calm - and it’s easy to see why they would appreciate timely, calm pitches.

It can be hard to refrain from putting in that follow-up call to hopefully convince a contact to run a story, when we get desperate. 

But often times, it’s better for the relationship to stay calm, let it go and keep moving.

Developing good working connections is key. Knowing how each of your main journalist contacts likes to work is crucial in securing coverage with time consistently. 

Do they like email pitches? Do they prefer phone calls early in the day? Do monthly coffees with a run-down of story ideas work best?

My advice pre-pitching is to take a deep breath, stick to your senses and know your audience. Decide ahead of time how to deal with each story so you don’t make rash, potentially frenzied follow-up decisions on-the-go.

Staying calm in the short and long term helps develop good relationships, a good reputation - and great coverage over time.

Take a deep breath and keep calm today!

Katie Clift

*If this blog post helped, drop me a line at to say hi! You can also grab a free copy of my Personal PR Planner, tried and tested internationally for over a decade. What are you waiting for? Upscale your media coverage today!

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