Pitching. One of the most essential things in the PR world. How else would the writer learn about your client’s news?
Before you start sending those mass emails though, there is one very important thing to consider: THE WRITER! Yes, sometimes you can get away with sending out generic pitches, but if you want to make an impact and increase the chances of your client being covered by a specific media outlet, knowing the writer and what she/she writes about, and perhaps their hobbies, etc. is definitely a must!
How do you come to know this? It comes down to searching for the writer’s Facebook, Twitter, Instagram, LinkedIn and other profiles. Sometimes it may seem as little bit too much knowing personal things about the writers – and we don’t recommend to use all the acquired knowledge in one email (the writer might be scared off by that), but mentioning that you read the article she/he wrote previously helps. At the end of the day, who does not like being complimented on and recognised for their work?
It is once you establish a little bit of a relationship with the writer that you can use more of the knowledge about them to talk with them. Do you like similar sport teams or went to the same college? A PLUS! It will definitely help to bridge the relationship between a PR person and the journalist!
Merry Xmas and happy pitching!