[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fthree-key-skills-the-best-journalists-have-which-digital-prs-can-learn-from":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":348,"breadcrumbs":349,"reading_minutes":160,"category":357,"head":359},"2020-09-04T15:35:49",{"rendered":6},"\n\u003Cp>I’ve only been working in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> for just over two months but I’ve already been blown away with the quality of campaigns I’ve seen.\u003C\u002Fp>\n\n\n\n\u003Cp>I think the biggest compliment I can pay Digital PRs is that in many cases the stories being produced are as good, if not better, than the ones created by journalists.\u003C\u002Fp>\n\n\n\n\u003Cp>Having studied journalism at university and worked as a reporter at a regional newspaper I’m fortunate to know and to have worked with some extremely talented journalists. \u003C\u002Fp>\n\n\n\n\u003Cp>While some sections of the media don’t cover themselves in glory, the vast majority of journalists are a credit to the industry and seem to be faced with increasingly unfair criticism. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s worth an in-depth discussion in itself but I genuinely believe the standard of reporting has never been better than it is today. \u003C\u002Fp>\n\n\n\n\u003Cp>Having worked in a newsroom for 15 months, I thought I’d share the three skills I believe the best journalists all have which we – as Digital PRs – should learn from:\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"1-audience-appreciation\">1. Audience appreciation\u003C\u002Fh2>\n\n\n\n\u003Cp>It sounds obvious but the key to being a good journalist is knowing \u003Cstrong>EXACTLY\u003C\u002Fstrong> the type of content your audience wants to read. While there are some very newsworthy stories which won’t interest the vast majority of a readership – producing articles which your audience wants to engage with is what journalism is all about. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>There are a couple of things Digital PRs can take from this. The first is making sure we send journalists stories which will interest their audience. One of the best ways to find out about a publications’ readership is to take a look at their social media pages to see what kind of content their audience has been engaging with – Buzzsumo is great for this. That could be with likes on Facebook or comments on Twitter. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re creating a campaign to target a particular publication then scrolling through their social media feed is a must. The same applies when outreaching, if you’ve seen a story similar to yours performing well on a publications’ social media page then you should absolutely mention that in your outreach email. It just demonstrates you have an appreciation for the kind of content their audience likes and ultimately why you’re sending that story to the journalist. \u003C\u002Fp>\n\n\n\n\u003Cp>Earlier this month my colleague James’ campaign on the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.sunlife.co.uk\u002Fover-50-life-insurance\u002Finternational-cost-of-dying\u002F\">‘Cost of Dying’\u003C\u002Fa> really took off on News24’s Facebook page receiving more than 1,000 shares and 700 comments – something the journalists there would’ve been delighted with.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSocial-interaction-on-cost-of-dying-1-1.png\" alt=\"\" class=\"wp-image-22705\" width=\"465\" height=\"459\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Secondly, it’s making sure we know who our clients’ target audience is. While we might think we know this, it’s far too easy to assume who a businesses’ target audience is without taking the time to really nail this down. There’s absolutely no reason why you shouldn’t take that bit of extra time to ask a client for a bit more information on exactly who they are trying to target. This is extremely beneficial because we can use this knowledge to create campaigns which are focused around a particular readership safe in the knowledge these links will be super relevant to them. \u003C\u002Fp>\n\n\n\n\u003Cp>Last month I started work on a client whose audience is predominantly based along the east coast of England, therefore, I started ideation looking at issues or activities associated with seaside towns and then narrowed this down further by deciding which ones would be most relevant to the client. While this might sound very simplistic, starting ideation with the audience and then relating campaigns back to a client is a great way to broaden your thinking. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"2-a-keen-eye-for-follow-ups\">2. A keen eye for follow-ups\u003C\u002Fh2>\n\n\n\n\u003Cp>While studying at university, it quickly became clear the best journalists don’t just write an article and simply move onto the next idea. They’re always asking themselves ‘what’s the next angle to this story?’ While many experienced journalists perhaps do this subconsciously, it can take time to develop the ability to think two or three angles ahead of the one you’re writing about but it’s a great skill to have. Having been pushed to think this way by my lecturers (shout-out to University of  Sheffield’s journalism department) I was already starting to get the hang of follow-ups when I started working as a journalist. This helped me to build a really strong bank of ideas I could keep going back to.\u003C\u002Fp>\n\n\n\n\u003Cp>As Digital PRs it’s quite easy for us to create a campaign and particularly if it doesn’t secure any links just totally abandon it. But most of the time the stories we’ve developed are extremely newsworthy and simply need a slight tweak before they start picking up the kind of coverage we expected them to receive. \u003C\u002Fp>\n\n\n\n\u003Cp>The same applies to campaigns which have been successful – we shouldn’t just pat ourselves on the back and think that’s job done. We should be asking ourselves ‘is there another direction we can take this campaign in?’ Last month my colleague \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Frevealed-new-study-shows-your-idea-has-probably-been-done-before\u002F\">Damian wrote an article\u003C\u002Fa> on how you can build on campaign ideas which have already been explored by somebody else. The same principles he discussed there can be applied to follow-ups as well. Three great things to consider with follow-ups include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Looking to see if there is a regional angle you can tap into \u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Spotting data releases which relate to your campaign and can be used to develop an additional angle down the line \u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Exploring whether there’s an event\u002Ftime of the year which your campaign can be tweaked around to make it relevant in the future \u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Generating ideas for campaigns is difficult so exploring ways they can be pivoted around is a great way to take a whole lot of pressure off of you and ensure you maximise the potential of those brilliant campaigns. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"3-being-adaptable-to-the-changing-news-agenda\">3. Being adaptable to the changing news agenda\u003C\u002Fh2>\n\n\n\n\u003Cp>One aspect of the media industry we all appreciate is how quickly the news agenda changes. As a result, journalists have to be adaptable and willing to drop any article they’re working on to prioritise the most important story at that time. While working alongside such a fast-paced industry poses us plenty of challenges, it also presents Digital PRs with lots of great opportunities. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FLotus-Car-Rental.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22708\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Newsjacking is a great way to secure links because you’re not having to invest a huge amount of time into a campaign. You do however have to keep a close eye on the news and react quickly to stories which might be relevant to your client. Because newsjacking generally involves breaking news, journalists won’t have had much time to prepare so they’re going to be on the lookout for quotes or an expert comment to provide more information or context around a particular topic. \u003C\u002Fp>\n\n\n\n\u003Cp>Having said this most journalists will have an extensive list of contacts they regularly rely on for comments on a certain subject so if you don’t get in there early then the opportunity will quickly disappear. While many of us like to plan out our days and are perhaps a tad reluctant to put work on hold, being adaptable and willing to jump on newsjacking opportunities is a great way to secure links. It can also be a lot of fun racing to be the first person to react to a breaking news story. \u003C\u002Fp>\n\n\n\n\u003Cp>These skills will come more naturally to some more than others but as with anything the more you practice the better you’ll get. While it’s nearly impossible to guarantee a campaign will secure coverage – ensuring you nail down these three key attributes will put you in a great position to maximise the potential of your work. We’re all trying to secure coverage from media publications so being a bit more journalistic in our approach is only ever going to help. \u003C\u002Fp>\n",false,"standard",[10],45,[],[13],329,[15,16,17,18,19,20,21,22],"post-5592","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr",{"page_content_modules":24,"hero":156},[25,114],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Three key skills the BEST journalists have which Digital PRs can learn from",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},208,"\u002Fabout\u002Four-team\u002Fhannah-craig\u002F","Hannah Craig","Director, Head of PR & Social","I’ve been fortunate enough to create standout campaigns that include a myriad of tactics, including media outreach, influencer collaborations, celebrity ambassadors, stunts, pop-ups, social and campaign video content, podcasts and much more!","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":58},"\u003Cp>Director, Head of PR & Social. Joined Impression in August 2025.\u003C\u002Fp>\n\u003Cp>I have 13 years’ experience delivering integrated PR, influencer and social strategies that get brands and businesses’ attention for all the right reasons. I’ve been fortunate enough to create standout campaigns that include a myriad of tactics, including media outreach, influencer collaborations, celebrity ambassadors, stunts, pop-ups, social and campaign video content, podcasts and much more! I also have experience leading UK and EMEA communications to achieve exceptional results on both national and global stages. I like to think I am known for my energy and collaborative style, and have a proven track record of inspiring teams to create earned exposure that’s impossible to ignore.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Resuming piano lessons after 16 years and committing to relearning a skill I love.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Music is a huge passion of mine! I sing in a pop choir and play the piano. I also love visiting the latest foodie hotspots in Manchester\u003C\u002Fp>\n",[40],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":57},119,"98","2020-12-16 14:39:49","","Digital PR","publish","closed","digital-pr","2026-06-30 10:15:22",37897,"\u002F?page_id=119",0,"page","0","raw","\u002Fpr-social\u002Fdigital-pr\u002F",{"ID":59,"id":59,"title":60,"filename":61,"filesize":62,"url":63,"link":64,"alt":45,"author":65,"description":45,"caption":45,"name":66,"status":67,"uploaded_to":53,"date":68,"modified":68,"menu_order":53,"mime_type":69,"type":70,"subtype":71,"icon":72,"width":73,"height":74,"sizes":75},37200,"Hannah-Craig","Hannah-Craig.png",383923,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&q=90","\u002Fhannah-craig-2\u002F","12","hannah-craig-2","inherit","2026-01-26 12:46:21","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":76,"thumbnail-width":77,"thumbnail-height":77,"medium":78,"medium-width":79,"medium-height":80,"medium_large":81,"medium_large-width":82,"medium_large-height":83,"large":84,"large-width":85,"large-height":86,"1536x1536":87,"1536x1536-width":88,"1536x1536-height":89,"2048x2048":90,"2048x2048-width":91,"2048x2048-height":92,"post-thumbnail":93,"post-thumbnail-width":94,"post-thumbnail-height":95,"12_col":96,"12_col-width":97,"12_col-height":98,"default_landscape":99,"default_landscape-width":100,"default_landscape-height":74,"default_portrait":101,"default_portrait-width":74,"default_portrait-height":100,"6_col_and_margin_short":102,"6_col_and_margin_short-width":94,"6_col_and_margin_short-height":98,"11_col_and_margin":103,"11_col_and_margin-width":104,"11_col_and_margin-height":98,"9_col_rectangle":105,"9_col_rectangle-width":106,"9_col_rectangle-height":107,"11_col":108,"11_col-width":109,"11_col-height":98,"staff_image_696_600":110,"staff_image_696_600-width":73,"staff_image_696_600-height":74,"rectangular_thumbnail":111,"rectangular_thumbnail-width":112,"rectangular_thumbnail-height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":115,"reduced":27,"top_overlap":116,"bottom_underlap":116,"disable_observer":-1,"heading":117,"cta_text":118,"cta_link":119,"items":120},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[121,134,144],{"type_key":16,"title":122,"excerpt":123,"to":124,"postedAt":125,"readingTime":126,"image":127,"authors":128,"category":132},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[129],{"name":130,"image":131},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":133,"name":46},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F",{"type_key":16,"title":135,"excerpt":136,"to":137,"postedAt":138,"readingTime":139,"image":140,"authors":141,"category":143},"Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. That shift was brought to life in a standout talk by the brilliant Isa Lavahun, who unpacked how TikTok and social search are reshaping brand discovery. The way people discover, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-has-moved-on-has-digital-pr\u002F","2026-05-06T10:41:56",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[142],{"name":33,"image":36},{"to":133,"name":46},{"type_key":16,"title":145,"excerpt":146,"to":147,"postedAt":148,"readingTime":149,"image":150,"authors":151,"category":155},"Platforms for seamless SEO and Digital PR collaboration","\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[152],{"name":153,"image":154},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":133,"name":46},{"type":157,"style":158,"heading":28,"date":4,"updatedAt":159,"reading_minutes":160,"image":161,"imageAlt":28,"categories":162,"collections":347},"blog-post","light","2022-02-07T16:48:15",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[163],{"id":10,"count":164,"description":165,"link":133,"name":46,"slug":49,"taxonomy":166,"parent":53,"meta":167,"acf":168,"head_links":169,"resource_count":170,"yoast_title":171,"yoast_meta":172,"yoast_json_ld":217,"_links":315,"path":133},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","category",[],[],[],13,"Digital PR Blog | PR Tips, Advice & Guides | Impression",[173,175,178,181,184,187,190,192,194,196,199,202,205,208,211,214],{"property":174,"content":171},"title",{"property":176,"content":177},"description","Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. 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