A quick 10 second insight into what works for Emma Jacobs, FT writer & commissioning editor

Emma Jacobs, is a features writer and commissioning editor for the FT – see this link on her article on moth prevention & the lovely Julia Dee from www.totalwardrobecare.co.uk  

http://www.ft.com/cms/s/0/02bc3cce-dedc-11dd-9464-000077b07658.html

1.What are you working on at the moment?

A mix of things. But a couple of pieces on rich and poor migrants to Britain is occupying me.

2.Best way for PRs to pitch by phone or email?

Email and perhaps a follow-up phone call.

 3.How many emails do you get a day?

Over 100

 4. What % do you roughly manage to read?

 About 40 per cent.

5. Any tips on what PR’s should avoid doing?

Yes. Make sure the product/service/person you are promoting is actually a fit with the journalist – so research their interests. In fact, make sure you have read the paper or magazine they write for before making contact. I am constantly amazed at how many people have no idea what the publication they are trying to pitch at is about. Don’t just send bland press releases, try to tease out a couple of potential angles that might be a fit with the writer. Keep press releases short.

4.Best invite you have ever received?

They’re good for different reasons – you never know what conversations you’ll end up having.

5. Best press day you have been to?

I try to avoid them.

6. What is your wish list accessory for this season?

No idea.

7. Best PR freebie gift . 

Flowers as I don’t have to hand them in to the FT Christmas raffle.

8. Top press trip.

I don’t take them.

9. Top tips how to make a story catch your eye

Short and snappy.