Having trouble booking press? Wracking your brain for ideas and can’t figure out what will stick? It’s something all publicists at every PR agency have experienced before. We’ve all had the dry month. But I’ve put together some ways to think outside the box when pitching, which will book press even when it seems all else is failing!
- Widen your focus. Are you focusing only on how to get your client featured? Start thinking about ways your client can contribute, instead. So maybe you’ve exhausted all the ways to pitch your CEO for feature pieces and profiles, but maybe it’s now time to see where your client can use his/her voice. Is there something going on in the world where a comment from a business leader is needed? Maybe there is a new trend in fitness, food, health, or clothing that your client can be the expert on. It’s time we re-frame our thinking when pitching. It’s not always about the feature, but the contribution.
- Partnerships can work. Maybe you have no new announcement to pitch. Maybe the business you’re pitching is on the small side and you keep getting pushed aside by the big companies with even bigger news. Is there a brand your client can partner with? Is there a celebrity who can endorse the product? Get a big name involved!
- Activations make news. Maybe you’re trying to figure out the best way to let the media know about your client’s big announcement. What will catch their eye? It’s the perfect time to hold a brainstorm with your fellow publicists and figure out fun, eye-catching ways to make a splash. What major event can you plan? Is there some crazy stunt your client is willing to put $$ toward?
- Reach out to your colleagues. Last, but not least, if you’re in a rut, chances are your colleagues have been there and done that. Ask for some advice! Having a friend look at an issue with fresh eyes can offer you a new perspective on your client.
Happy pitching! XOXO