The importance of landing the Press Association

The Press Association is perhaps best known for breaking news and writing the pieces behind the day’s headlines.  Established for over 150 years, it is the UK’s leading provider of multimedia content and services. And when it comes to helping PRs place case studies, experts and feature stories, it’s in a class of its own.

One well-placed Press Association news piece can land in a number of national newspapers alongside 100s of regional news titles – which explains why every self-respecting PR seeks to form a good relationship with the PA.

100s of stories from one

Here at Action Group we have enjoyed success with the Press Association taking bespoke features, exclusive case studies and client expert comment in broader news pieces.  Our clients have enjoyed extensive coverage from syndicated stories that typically can reach several national print publications, online news pages and between 100-200 regional news. Not to mention, putting our clients on the radar of every newsdesk that subscribes to receive Press Association news. 

A glut of coverage is always welcome of course: but that is not why we hold the Press Association in such high regard.  Its news, features and video teams are highly professional and personable. They can be highly demanding too but that’s because they’re doing their job well.  We have learned to go with this as, often, they will take a strong story and make it even stronger by questioning us further and pushing us more.

Exception that proves the rule

Exclusivity in PR can be a limiting factor. But the Press Association is the exception that proves the rule.  Working on an exclusive basis reassures both parties that the story has true value. And it takes away the worry of ‘will it be used?’. We know it will.

Working exclusively can also help us manage stories which is welcome in the case of more sensitive or extraordinary pieces. By carefully briefing one excellent PA journalist, we can enable our client or case study to get their story out as they would like it told.

When our client Neurokinex opened its NK Kids facility back in 2018 we entrusted the Press Association to break the story. We primed them in advance of the event and did much of the story gathering under embargo ahead of the opening.  On the day itself, our photographer took shots exclusively for their use and we secured down-the-line interviews from our guest speaker, Matthew Reeve (son of Superman actor Christopher Reeve) and parents of children who rely on the Neurokinex’s unique rehabilitation services. Other media heard about the event, but we held our nerve and turned them down, preferring to wait for the Press Association to break the news.  The piece was perfect and we gained four national newspaper and online pieces – including The Mirror, I newspaper, Metro and this one in the Daily Mail online Superman actor Christopher Reeve’s son to open spinal… | Daily Mail Online . We also had 203 regional press stories. Given that we had both the BBC and ITV news crews at the opening and 50 guests and visitors, we couldn’t have hoped to manage a press corps as well. Our faith in the PA process that day was richly rewarded.

Neurokinex kids
Jasper high fives Matthew Reeve at the Neurokinex Kids

Jumping for joy

In May 2020 as the first lockdown was really taking hold, we had a lovely news piece for Fit For Sport about its Easter Weekend Family Activity Challenge. They wanted families across the UK to take part in the jump/run/catch challenge and knew the PA could best help us reach far and wide.  Knowing we had to give them a strong peg and an exclusive angle, we worked with the wonderfully engaging Jo Pavey MBE, Britain’s much-loved long-distance runner and a World, European and Commonwealth medallist, who recorded footage and took photos of her family doing the Challenge.  She gave the Press Association an interview by phone and the resulting piece was delightful, crediting our client just as we asked.  The story ran in over 100 regional titles like this one here, and it was included in a broader piece in the Telegraph online here.

And it’s not just the bigger pieces that can land well with the Press Association.  Responding to its regular requests for expert comment in topical news pieces also resonates well.  We are careful to answer their brief exactly, give them genuine insight and never try to shoehorn our own ‘take’ on the topic. We also always accept – and meet – their (sometimes very tight) deadline!

Press Association – The Perfect PR Partner

The Press Association is the perfect PR partner when it comes to shaping and placing client news and features while maintaining consistency and integrity. Provided you have a strong story, a newsworthy angle and a compelling spokesperson, you have a good chance of being picked up by one of its expert writers. It’s not easy but persevere because when your pitch lands with the PA, the results make all the effort worthwhile.

If you have a story deserving of the Press Association’s attention and need advice how to reach them, contact us here.

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