Every day, I get a variety of media pitches from companies and PR folks. No doubt, I try to evaluate all of them. The problem: some of the pitches don't work. As a result, a company may miss an opportunity to get some exposure.
However, there are some strategies to improve things. So, let's take a look:
Know the journalist: Most of us focus on certain topics (or have a so-called beat). Thus, read some of a journalist's work. If he or she doesn't cover your industry or market focus, then it's probably a waste of time to make a pitch.
Now, for those who are a right fit: put the journalist's name in a notebook or a database (there are free online offerings, such as Zoho). You might also look at other publications the journalist writes for. Oh, and it's a good idea to keep reading the journalist's work. To this end, you might set a filter with something like Google (NASDAQ: GOOG) News.
Craft a personalized pitch: OK, I will respond to a canned pitch. But, it better be highly targeted.
Although, if you want to improve your odds, try to find ways to show that you understand my focus and work.
For example, you could start a pitch with: "Hi Tom, I saw that you recently wrote a piece about on-demand software operator, Salesforce.com (NYSE: CRM). I think you might be interested in another company in the space, which is called....."
Believe me, I'll pay attention.
Keep it short: I've seen pitches that have hundreds of words. Don't do it. Instead, I like pitches that are just a couple paragraphs.
Basically, find a way to grab me and then perhaps have a press release (but don't have it as an attachment -- I'm scared of opening them because of security concerns).
Provide a hook: I get press releases on such topics as new-hires of executives and other typical stuff. But, unless the hire is a big-time person, does it matter? Probably not.
In other words, think about the following: what is the angle (that is, the hook)? Why would I be interested in writing about your pitch?
In fact, try to state the hook in an email's subject line.
Don't pitch every day: Yes, I get some of these. And it's annoying. It means that you are really not targeting me; rather, it's kind of like spam.
Some resources: To go further, there are certainly good books on dealing with the media, such as Media Training 101: A Guide to Meeting the Press
and The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
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Reader Comments (Page 1 of 1)
7-21-2008 @ 2:28PM
Gary (aka Old Dude) said...
The post as you pitched it is basically good, but not exactly sure just WHO it was meant for--pretty sure not an old beginner blogster like myself. (although from reading it I have some pointers from ya---my thanks for that son)--basically where you say "have a hook", my generation would say, "have a gimmick"---hey it worked for Gypsy didn't it?
7-21-2008 @ 2:35PM
Gary (aka Old Dude) said...
Well Darn, had a senior moment and forgot to sign off properly, twas a good post, I learned from it.
Gary(aka Old dude)
http://threescoreplusten.blogspot.com/
7-21-2008 @ 7:36PM
Rob said...
Good post. Just want to add a major rule to follow: don't pitch a product, service, company or person. Pitch a story idea...yes, a fully cooked story idea rather than just the ingredients. Also offer the reporter the names and contact info of 2-3 good sources on the subject. Make his/her job easier and you will get coverage. Here is another great book --- brand new -- on overall PR, called "How Come No One Knows About Us?" Cheers.
http://www.amazon.com/Knows-About-Ultimate-Public-Relations/dp/0832950173/ref=sr_1_1?ie=UTF8&s=books&qid=1212784833&sr=8-1
7-21-2008 @ 8:09PM
christine said...
Great article!
7-26-2008 @ 11:35AM
T.A. Uqdah said...
I printed out your advice f/future ref. I've been out of the game for a minute, but have clients waiting for me to start their project out-of-state that, in the past, has required both the use of a court of law, but more importantly, the court of public opinion --- the media. Just your brief suggestions were enough to get the old juices flowing.
7-26-2008 @ 12:54PM
Laura Iriarte said...
Dear Tom,
Thanks for a really well written article! It gave me some insight into a world I will soon be dealing with, as I have a start-up about to launch! Reallyyy helpful! Thanks again!
~Laura Iriarte/aka @lauraloveart
http://lauralovesart.wordpress.com
http://thesmartmomsnetwork.com
7-26-2008 @ 6:45PM
Nanci said...
Keep in brief and put it on YOU TUBE if others are noticing they will too
http://youtube.com/watch?v=d_PiKumEPVU
http://youtube.com/watch?v=vgVts2xiD5o
7-26-2008 @ 9:38PM
Gary L. McKinsey said...
Tom,
Thank you for point out the benefit of referencing a past article that relate to a current business. Alco how important it is to begin with an attention grabber and get the point.
9-15-2008 @ 12:02PM
Brian said...
Make it relevant. Make it interesting. Show how your story is an example of a larger trend. Demonstrate how it can be applied to the greater universe that the journalist covers. Have a notable quoteable in mind. Offer background and insight. Be available to journalists as a resource even when you don't have a story to pitch and you will find a more receptive audience when you have someting you want covered. That goes for industry analysts as well. If you've done a proprietary study, offer it to an analyst for background purposes and you will have a friendly ear for future pitches.