Stop sending newsrooms coasters, novelty espresso cups, or stress balls with your logo on them.

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Instead, give journalists what they actually need: exclusive stories, clear answers with usable quotes, and solid data.

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And, if you really want them to like you, send a bottle of scotch at Christmas.

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Honestly, it’s that simple.

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CONTEXT: Back when I first started in the news industry, journalists could enjoy the spoils of war: booze-ups at Christmas, lush hampers, and regular press junkets (following the prime minister or president around on their world tour).

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Since then, a lot has changed.

The freebies and trips have dried up.

The days of slowly working on a story for the next day’s print or the Sunday print edition are now a rare luxury rather than a daily reality.

So if you’re thinking of sending something over to newsrooms, make it something they’ll actually enjoy.

A few more things to keep in mind:

Facts > Fluff – Back up your claims with useful data, insights, or access to people who can actually say something meaningful on record. Journalists don’t have time to decode vague corporate jargon.

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Don’t go over their heads – Thinking you can sidestep a journalist by going straight to their editor or publisher? Bad idea. It’s not only unprofessional, but it will likely backfire.

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Timing matters – Sending a press release at 5:45 PM on a Friday? Good luck with that. Understand news cycles, deadlines, and the fact that journalists are juggling multiple stories at once.

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Ultimately, the take-away is this: Good PR is about real stories and solid relationships with newsrooms, not gimmicks or trinkets.