Are you still picking up the phone?

Most of us are attached to our phones almost 24/7, but how often do you actually use yours to make a call?

When it comes to media relations, the humble phone call remains one of the most underrated tools in the communications toolkit.

Why media coverage matters (and why it’s harder to get)

Media coverage remains one of the strongest ways to build credibility for your organisation. A story in the news often reaches more people.

But securing that coverage is another story. Newsrooms are lean. Journalists are stretched thin.

So how do you make a good story stand out?

My go-to tip: pick up the phone

One habit I will always stand by: pick up the phone.

Yes, it can feel uncomfortable. I still have to psych myself up for every call. But it works.

A phone call gives you the chance to build trust, provide context, and actually connect with the journalist on the other end.

Three things to get right before you dial

Here’s what I always focus on:

Make sure your story is the right fit

Don’t waste a journalist’s time with a story that doesn’t suit their patch. Do your homework: know who covers what, and tailor your pitch to match their outlet and audience.

Call at the right time

Timing is everything. If you call at a bad time, ask when would be better and remember it. I keep a note of each journalist’s key deadlines in my phone so I don’t catch them at a bad time. Also, speaking from experience you never want to be the PR person on the end of a phone with a Breakfast producer having their afternoon nap.

My NT insider tip: ask what else is happening

This is a tip that’s served me well, especially in the Territory. Always ask the journalist what else is on their radar.

Big weekends like the V8’s, Glenti, or the Darwin Festival can push your story down the priority list. On the flip side, if a news outlet is working on a cost-of-living series and your organisation has a relevant angle, your story might work, or you could get additional coverage.

Old-school still works

The media landscape has changed dramatically, but the value of genuine relationships hasn’t.