For someone who has not written on the blog in pretty much eternity, twice in a week is a major accomplishment. Especially since this week was spent mostly in out-of-town meetings, planes, trains and automobiles.
But here I am again- this time with something work related. I came across this awesome article today http://www.newsweek.com/i-replied-every-pr-email-i-received-week-268871 and of course, thought it was AMAZING.
At Konnect, the entire team knows how to properly pitch and handle media relations and most of the time abides by all rules. We even have a no blasting policy in our company manual. But obviously, these practices are quite prevalent everywhere else.
So here are my brief thoughts (brief only due to the fact that my laptop is dying and lovely United Airlines refuses to turn on the provided in-flight outlets so I can charge it).
1. Need I state the obvious? Research before you pitch!
Blasting everyone under the sun (or a random Cision list) with a pitch about a newly launched app is not the most intelligent thing to do and will (over time) get you blacklisted, labeled shitty publicist and most importantly- will not get you coverage for your app.
By the same token- not knowing you are pitching someone in NYC and inviting them to an event in LA is retarded; (with the exception where you are flying them out, putting them up at a hotel and paying for all expenses)
2. Double check on comment above before you send out your pitch and you’d better not send it to more than one person at a time (again- blasting=unprofessional)
3. Reading what the editor writes and trying to position your pitch accordingly will help tremendously. The more you cater your pitch, the more chances you have of getting the right coverage
4. Why send a press release? Use that as a tool for information. Your pitch should be succinct, easy to read (maybe a paragraph should be enough) and should cover the most important features of the product/ service you are showcasing. Rambling on and on about benefits and offering case studies before an editor is interested will not only waste your time, your client’s money but will – most likely- not get read.
5. Be different- try a cool title, reference an interesting story the editor wrote, create an infographic, etc. While all these will take significantly more time than a blast, they will also get you more results and showcase that you are a true professional and not an intern in the PR department at a large agency J
The list could go on but thought these are the basics- especially as they relate to the awesome Newsweek article