As newsrooms continue to shrink, publications close and spokespeople, as senior business leaders, get caught up being busy, it’s tempting to look for shortcuts in communications.
But some corners simply should not be cut, especially when the stakes are high for your brand or client. These four areas might seem easy to gloss over, but doing so can mean the difference between a headline that lands and one that misses the mark entirely.
1. Pre-briefing spokespeople isn’t optional
You’ve secured the interview and developed a comprehensive briefing doc with previous articles, likely angles, and key messages. Job done? Not quite. Just because a spokesperson has the information, doesn’t mean they’ll digest, or interpret it the way you’d hope.
A short call or in-person walk-through between the comms lead and spokesperson ensures the nuance isn’t lost. It helps them internalise not just the “what” but the “why” – why the journalist is interested, why this story matters, and how they can contribute meaningfully. This isn’t about coaching them for robotic key message regurgitation. It’s about making sure your spokesperson shows up prepared, intentional, and impactful.
2. Have a plan B, C, and D for media targets
It’s an easy trap to fall into – tailoring your pitch for the perfect tier-one outlet. But what if their editor pulls the story at the last minute? Or the journalist goes on unexpected leave? Or the angle no longer fits their news focus?
No matter how strong your initial media target is, it’s risky to hinge a whole strategy on a single name. A fit-for-purpose communications plan anticipates curveballs. Build in multiple contingencies, adjust continuously based on feedback, and be ready to pivot quickly. Agile planning is crucial.
3. Pitch early do you don’t run out of runway
Want coverage next week? You probably should’ve pitched last week. In a media landscape plagued by reduced headcounts, journalists are more time-poor than ever. While some outlets pride themselves on being able to turn stories around in a flash, many others need breathing room.
Giving media advance notice and, when relevant, offering embargoed interviews allows for richer storytelling and deeper engagement. If you want thoughtful, prominent coverage, help journalists plan for it.
Read more: Survey finds 88% of journalists worried about AI impact on integrity and jobs
4. Support the media that supports you
It’s become a frustrating cycle: brands lament the loss of niche or independent media outlets, especially in tech, but many still fail to allocate media spend to support them. PR and paid media aren’t mutually exclusive, they should work together.
If a publication consistently gives your brand airtime and shares your audience, consider how you can support its long-term viability. Sponsored content, native ads, or event partnerships can help keep the lights on. And in turn, that helps keep your stories reaching the right people.
In communications, the details set you apart. The “extras” – the pre-briefs, the contingency plans, the early pitches, the media support – are the backbone of great execution. Cutting corners might save time in the short term, but in the long run, it’s those small, consistent efforts that drive results and build reputations.
Roxy Sinclair
Roxy is the Founder of Ponder PR, a public relations agency that works with brands to articulate their purpose and highlight their impact. She has more than a decade of experience driving award winning communications programs for a suite of high-profile brands with a particular focus on enterprise tech, Business-to-Business, and Corporate Social Responsibility.
After studying Public Relations at university, Roxy cut her teeth at one of Australia’s leading PR agencies, Ogilvy PR, in the specialist B2B and technology team, Howorth. Her clients ranged from multinational corporations like Microsoft, Canon and American Express to startups and disruptors like HubSpot, Acast and Redback Technologies.
Most recently Roxy was Corporate Communications Manager at ALDI Australia. In this role Roxy partnered with the Corporate Responsibility team, profiling the organisation’s initiatives around renewable electricity, zero waste to landfill and plastic packaging reduction as well as working to position it as an employer of choice. She was also responsible for government relations and stakeholder engagement with ALDI’s more than 1000 Australian business partners.
Previously Roxy was Corporate Communications Manager at Parks Victoria, a state government agency conserving Victoria’s wild places. She worked to position the organisation as a leader in conservation, as well as to highlight the nature-based tourism experiences on offer in Victoria
