Perfecting the Pitch
PRWeek & PR Newswire did a survey on how journalists and bloggers feel about their interactions with PR pros. When asked what percentage of pitches they receive is related to the subject they cover, the highest number (48.7%) said zero to 25%. Only 7% of respondents say 76%-100% of pitches are relevant.
What’s this tell us about getting publicity? Think like a reporter. Their job isn’t to help you or sell anything for you. So, if you want the press on your side, you need to develop your pitch from a reporter’s point of view.
Editors and reporters are inundated with pitches all day. Make yours stand out by the way you craft your message and the way you handle your approach.
The Message
- It needs to be newsworthy
Ads are ads and feature stories are not. Newspapers and magazines provide interesting stories and useful information to their readers. Give them what they want. Find the story angle that will be of real interest, and suddenly your job gets a lot easier.
- It needs to be a brief, well-told story
Do you have time to read long emails or get cornered by a long talker? Neither do reporters. Keep it short and to the point; get their interest first and then maybe they’ll let you tell them more.
- It needs to be timely
Editorial calendars exist for a reason. Check it for upcoming topics and deadlines. Make use of this tool so that you can provide just the right story at just the right time.
The Approach
- It needs to go to the right people
It’s not the company’s job to forward your email to the right person. It’s your job to find the right person and target your pitch accordingly. Generalizing a mass email only alienates the people it doesn’t relate to. And you may need to relate to them later.
- It needs to be professional and courteous
Find out how they like to be contacted, then play by their rules. Make sure all your information is accurate – from the facts about whatever you’re pitching to the spelling of your contact’s name. And do as mom always taught you: use your manners. It really does count.
- It needs to have a follow up
A short email or fax within 48 hours is acceptable. Do not call unless you have been told that phone pitches are ok.
You can find out more about perfecting your pitch at these websites:
Duct Tape Marketing
Getting media attention the right way
Barnett and Toor on PR
A checklist to prepare for pitching success
Publicity Insider
Tips on thinking like a reporter
Marketing Profs
A recipe for PR success
PR Lessons of a Clueless Blog Pitch
A good article for pitching to bloggers
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