I have heard a few arguments recently for and against who should make that all important sell-in call to the media. Should it be the PR manager, director or executive?

The arguments for managers/directors

  1. They are more knowledgeable about the industry and tend to know more about their clients.
  2. Journalists tend to prefer being called by more senior team members
  3. They have experience of making these types of calls before
  4. They are more likely to have good relationships with the journalists
  5. Some junior staff members might feel uncomfortable making calls
  6. A junior team member might not have all the answers for the journalist
  7. Senior team members usually know how to record the calls and report properly

The arguments for executives

  1. They need to learn the art of selling in.
  2. They tend to have more time on their hands than the managers/directors
  3. It is cheaper for the company to use more junior team members
  4. It can make them feel motivated and included in the running of an account or business
  5. They can see the immediate results of media relations
  6. They can build good relationships with journalists

I can see both sides of the argument but I feel it is often down to the account and the quality of the briefing given to a more junior member of the team. Personally, I hate it when a junior team member has been briefed badly and sent to the phones shaking with fear – this is certainly not the way and how do you expect them to sell the story if they aren’t comfortable?

If you can have your director or manager making the calls then that is often the best solution but if you brief the executive fully and run through some effective role plays it can almost be just as effective.

I would be interested to hear the thoughts of others…..

About Chris Norton

Chris Norton is the founder of Prohibition and an award winning communications consultant with more than twenty years’ experience. He was a lecturer at Leeds Beckett University and has had a varied PR career having worked both in-house and in a number of large consultancies. He is an Integrated PR and social media blogger and writes on a wide variety of blogs across a huge amount of topics from digital marketing, social media marketing right through to technology and crisis management.