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Does your business have news that’s perfect
for the pages of your favourite publication? Need some help navigating
the media maze to make your story a reality?
Media coverage is crucial to a successful marketing
and communications plan for any business. Independent comment from
a publication’s editor or journalist achieves a level of credibility
that paid-for advertising does not. Which begs the question –
how can you go about achieving that elusive media coverage?
It’s all in the ‘pitch’, an
art unto itself and a skill that makes the difference between media
success and failure.
So what’s ‘pitching’? Basically, this is how a
Public Relations consultant - or a multi-tasking business owner!
– pro-actively conveys their news to a journalist. A ‘pitch’
generally takes the form of a media release, feature proposal or
interview opportunity.
The most usual modes for pitching are email or a direct phone approach.
Each has their advantage. For instance, with email you can convey
a sense of the importance of your project, while with phone you
have the journalist’s undivided attention, at least for a
few seconds.
Whichever method you choose, the key is to present the journalist
with a clear picture of how your story is relevant to their particular
title.
There is no one right way to do this – although finding the
right strategy to sell journalists on a specific project might simply
be a case of abiding by some well-worn media basics. Here are some
fundamental Do's and Don'ts to keep in mind before you pitch:
1. Know the Publication
First and foremost, read the publication you’re targeting,
and know who reads it. It’s amazing how many people contact
a journalist without knowing the fundamentals about the title the
journalist writes for, such as the audience it speaks to, its regular
columns and features, or its format.
At the heart of good Public Relations is defining
the interests of who you want to talk to, and communicating how
your offering relates to those interests. Put simply, this means
giving journalists something that’s relevant to their particular
readers.
2. Research the Journalist
Sending out a blanket media release to anyone and everyone at a
certain publication, or indeed in a particular industry, will win
you no favours. In fact, it is more likely to turn an editorial
team off your story than excite them.
Journalists receive upwards of 50 emails and
potentially as many calls each day, and simply discard media releases
that don’t fit their brief. And, more dangerously, they are
inclined to discard the next release that comes from that source,
as well.
Do your research and know which journalist covers
which issues. That way, you can personalise your correspondence
and take in to consideration factors such as their preferred method
of contact.
It is also useful to know that particular types
of stories – for instance, case studies and of course, exclusives
– won’t be covered if they are distributed to multiple
media outlets. Select the media you want to target, and be sure
to prioritise them in order of strategic importance to you and your
business.
3. Read Widely, then Read Some More
A key to knowing the hot topics and trends of the moment, and a
simple way to identify journalists who cover your industry - and
therefore are potential targets - is to read around the issue. To
say to a journalist “I read your piece on XX topic and thought
you might also be interested in XX, possibly as a follow-up piece”
will engage the journalists attention, and show them you have a
genuine interest the space.
4. Get to the Point - Quickly
Keep all forms of communication with your target journalist succinct
and to the point. Apart from receiving an abundance of emails and
phone calls each and every day, most journalists also work on more
than one article at a time, often to tight deadlines.
Non-related queries – or pitches that
are patently irrelevant - leave a sour taste in their mouths.
Whether your initial pitch is by email or over the phone, get straight
to the point and detail the benefits of your proposition by saying:
- Who you are and what you have to offer
(in 25 words or less!)
- Why this story should be of interest to the
journalist
- What you have to back the story (photos,
company spokesperson for interviews, etc)
5. Be Clever and Creative
Dozens of emails means a writer has only seconds to skim each one
to see if something grabs their attention. To differentiate yours
from the plethora of other emails in the journalists’ inbox,
use colourful language, clever plays on words or bold statements
to draw them in.
The subject line is a key chance to ‘sell’ your story.
If your subject line doesn’t grab their attention, chances
are they will hit the delete button without even reading the content
of the email.
It is also a clever move to realise when to email your pitch and
when to pick up the phone. There’s no one right answer here,
but as a guide, use phone as a priority when:
- Time is of the essence
- You can sum up your proposition in one clear
sentence
- You understand the subject matter so
well that you can drill down to the first and, preferably, second
level of questioning
Use email as a priority when:
- You have a more complicated proposition
to put forward
- You have a more difficult proposition to
sell - as you can more readily put forward the email and, in your
follow up call, begin ‘selling’ your story without
having to explain it.
It is also a smart idea to have some fact or
opportunity ‘in reserve’, to use as an entrée
into following up with the journalist over the phone.
When following-up, have your pitch points beside you to reiterate.
You have another small window of opportunity here to re-pitch your
idea, and sell the journalist once and for all, on the value it
will add to their publication and readership.
6. Have Timely News
Old news is very rarely good news. Journalists want timely stories
about emerging trends and innovative products or services. Your
pitch needs to relate to something – for example, a project,
a new product launch or a business partnership of strategic importance
– that’s happening now or in the near future.
7. Measure the Impact of Your News
It’s not news if it doesn’t have a tangible impact on
someone, somewhere.
To add real value to your pitch, be specific
about the tangible benefits your business (or product or service)
delivers. Being able to quantify impact – this product has
saved a customer $XX, or this service increases productivity by
XX percent – has much more impact than vague or sweeping statements.
8. Never Attach Files
Because of virus issues, several large media corporations have firewalls
that don’t allow in attachments, except by special arrangement.
Furthermore, many journalists - like freelance writers working from
home – are on slow, dial-up connections. Every attached file
you send them is another reason why they swear they'll never use
you in an article because your PDF press release jammed their email
download again.
Always mention, in your very short pitch, that
additional files such as a complete bio, press releases and photo
are available upon request.
9. Know Your Topic
Perhaps most importantly, be ready to talk through your pitch in
a knowledgeable way. Nothing is as irritating as someone who pitches
a story without being able to answer the second – or even
the first – line of questions.
Opportunity permitting, take any chance to rehearse
your pitch and potential answers to any questions in advance. Ideally,
practice your pitch on a colleague and take note of their questions
– then adjust your pitch accordingly.
10. Respect the Journalist’s Deadline
and Judgment
A journalist’s deadline is not-negotiable. If they need information
from you on a particular day, whether this is background information
about your business, additional product detail or corporate photography
to accompany their story, think hard about whether you can realistically
deliver it.
It is much better to let them know in advance
if you’re not going to make their deadline, than to frustrate
them on deadline day.
And finally, it is a skill in itself to know
when to take no for an answer. As much as a relevant and creative
pitch will grab their attention initially, if your proposition doesn’t
excite them – and often this is an entirely arbitrary decision
– there’s only so much selling you can do. Your announcement
is either newsworthy or it isn’t.
Respect the fine line between pursuing
your pitch and harassing the journalist, and you’ll be sure
to keep the door open for future opportunities.
About
the Author
Sharon Williams is Managing Director of Taurus Marketing, a Sydney
based communications consultancy providing Public Relations, Marketing
and Creative services to the IT, Finance and Professional Services
industries. For more information call Sharon on 02 9415 4528 or
go to www.taurusmarketing.com.au.
©
COPYRIGHT
All articles are copyright. These articles may be used for publication
in magazines and newsletters with prior permission from the author
and Samperi Consulting Group Pty Ltd. Please contact Samperi Consulting
Group Pty Ltd for further information at karina@samperi.com.au.
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