Working at a public relations firm, it won’t be rainbows and butterflies all the time – sometimes you will get your hands dirty, and inevitably have clients that are harder to pitch and drive media interest. Coming from someone who has worked on several nontraditional accounts ranging from dispensaries to car dealerships to salons – I’ve learned a tactic or two along the way. Not that I’m an expert, but I’m hoping that I can take what I’ve learned and turn it into a useful tool for others.
My biggest takeaways and things to keep in mind can be found listed below. Think of the nontraditional as a challenge – one that you should tackle head on. Use it as an outlet for your imagination and creativity. Which leads me to my first point…
- Leave tradition at the door. If something works for one client, we all know it probably won’t work for another. But this principle definitely rings true when it comes to clients that are more challenging. Think of out-of-the-box angles, outlets and approaches to maximize your reach.
- Do your research. This principle is applicable at any and all stages of pitching media, any time. However, it really pays off to do your thorough research on outlets, media and freelancers when it comes to nontraditional avenues of coverage. You may find someone who explicitly covers what you need or an outlet you’ve never heard of. When you put in the time – the payoff is usually greater.
- Custom is key. As publicists, we all know the art of customization is a key tactic to keep in mind when pitching an editor. But if you really take the time to customize your pitch to the person you are wishing to reach, it will help to sell it. Why are they the perfect person to cover your brand? Make your point well-known so it’s harder to say no.
- Be timely. If there’s a trend you can jump on in which your client fits or can offer expert commentary, there’s no better time than the present! Go for it.
Hopefully these themes will help you get a jump start on your pitching, and help build the confidence to put it out into the universe.
Now go get ‘em, tiger!