Calling all PRs: 7 things this editor wants you to know

I’ve had a pretty wide-ranging career so far, and while I’ve written on all sorts of subjects, from wartime knitting to atomic spectroscopy, from arable farming to the history of toilets, one thing I’ve always noticed is this: that PRs could make it a lot easier for us to work with them.

It could – and should – be a great working relationship: our audiences need stuff to read, you have some great scoops. But too often it ends up as a misfire, at best us turning a press release into a 50-worder on our news page, and at worst us scratching our heads as to why we’ve been sent it in the first place.

There are actually plenty of articles out there telling you the dos and don’ts of pitching to mags – but judging by the contents of my inbox, I’m not sure how many people have read them. So as an editor of both B2B and newsstand magazines, here are my top seven pointers for you PRs who’d like to see your story published.

1. Remember we need content

Times are tough, staffing is stretched (we have two people working on Grub St!), but we still have mags to fill. So we’re actively looking for content that is a) good and b) going to make our lives a bit easier. On the other hand, we tend to be vehemently ‘anti-fluff’. We love good writing, so ‘filler’, or copy filled with marketing-speak is a bit of a turn-off, to be honest. Wordsmithery FTW.

2. So what? 

My sixth-form English teacher said that when writing essays I should always be asking myself ‘So what?’ This applies to mags too. Why does your story matter to me or my readers, in Grub St’s case, a discerning bunch of magazine editors themselves? What can they learn or gain from it? Bluntly: what’s your point?

3. Rubbish pics make us sad

I am not exaggerating when I say that headshots are the bane of my mag-publishing life. Imagine: I’ve allocated a nice juicy DPS for a feature. The content is relevant, interesting and engaging. And then we come to add the images… and what do you know? They’re all 26.7KB. Come on, don’t make me and my designer cry. Make them high-res.

4. We are editors, after all

I have never worked anywhere where we simply publish (technical term ‘run’) a press release as is. It just won’t fit with the tone and voice of our magazine. If there’s something meaty in there, we may ask for more quotes or an interview, but we will definitely rewrite it. Don’t be offended – and give us clear contact details for follow-ups!

5. Keep it snappy

I know there is probably lots to say about the topic you’re pitching, but my attention span, looming deadlines and how much I’m craving a cup of tea will stop me reading anything over about 300-400 words. If you keep the paragraphs short and the lines snappy it makes it a million times easier for me to read. My eyes and brain will be eternally grateful.

6. Do you know who we are?

Basically: do your research and make sure we’re a good fit. We get so many emails that are totally irrelevant to us and our audience from companies who obviously have no idea what we’re about. As a knitting magazine editor, do I want to cover the uptick in sex toy purchase? Unlikely.  

7. Become a go-to

When I worked on craft mags, we had such a good relationship with certain PRs that we sometimes approached them for content. That obviously comes down to trust, reliability and genuine personal interactions. And that time you saved our necks with some last minute content? We’ll never forget it – Paul, you know who you are.

Joanna Cummings is a freelance writer and the editorial director and co-founder of The Grub Street Journal, a magazine focusing on the biggest questions in modern magazine publishing. She is also a public speaker on confidence and imposter syndrome in the magazine industry.