Media Relations is part of most business’ public relations strategy. With the media becoming increasingly accessible, anyone can play the publicity game and pitch to the press. But there are some tips, tricks & industry standards that are important to consider when you decide to undertake your own publicity. Just like it’s a “no-no” to eat with your hands at a (western) dinner table, there are some basic ‘do’s’ and ‘don’ts’ in media relations. Here’s some important ones that I learned. Keep them in mind when you’re pitching to the press and you’ll come off like a pro publicist!
1. Personalise Your Pitch.
It took me a while to realise how important this is. When I first started doing media relations, I would send the same pitch to every journalist. I wondered why no one was replying – now I know why.
Pitching to the press is like talking to someone of the opposite sex and convincing them to go out with you. In the same way that you don’t go up to a girl you like and say :
“Hey Honey, Let’s go on a date”
you don’t send every journalist the same cookie cutter message. Journalists are just like crushes – they like to feel special – like you’re targeting them for a particular reason, such as knowing that they write about the particular issue you’re pitching. And you most certainly need to know their name. They don’t respond to “Honey”. If you’ve got a big story, offer it first to your “wish list” publications, and then to everyone else. Exclusivity on a story might be what gets you printed.
Bottom Line: learn about the journalist before you ask him to learn about you.
2. Make it Easy.
Humans are lazy creatures, and journalists are busy people. Put those two truths together and you have some great insight into the media industry. Make it easy. Don’t make the journalist jump through hoops to learn about your story.
That means putting a press release in the body of the email (not as an attachment! You’re giving them an opportunity to miss your story!). It also means including all the materials they might need to write a story in your pitch. Provide links to relevant sources, include quotes, etc.
I have some clients who have a “media resources” section of their website that includes team bios, headshots of major stakeholders, and facts & background information about the company & its industry. If I’m a journalist and I open up 2 emails – one that has all this information readily available and one that requires me to do some digging – I’m most likely going to write about the first one because they made it easy.
Bottom Line: The less work the journalist has to do, the more likely they’ll cover your story.
3. Follow Up Respectfully
When you want someone to do you a favour (like write about you), you want to go about it in a way that makes them know you appreciate their time. When you call to follow up try asking them if they have a quick minute to hear a pitch. Comment on a recent piece of theirs you read (because, after all, you were researching your journalist so you skimmed a few of their articles, right?). Don’t push your story onto them or pressure them. If you have good news, it’ll win the journalist over by its merit, not by how aggressive you are at pitching it. Remember, this is a courtship: you’re thanking them for the chance at a first date. If they don’t want to see you again, its not that big a deal. If you do get some coverage (congrats!), be sure to thank them appropriately. There is a fine line on what’s appropriate and what’s not: writing a thank you card to the journalist who wrote your story is appropriate. Sending them gifts is not. Journalists are ethically unable to accept gifts (they may be perceived as bribes – and you don’t want the misunderstanding dilemmas!) so it’s best to keep it professional and just send them a “thank you” note. This note is possibly one of the most important things you can do. No one really gives a journalist kudos for the hard work they put into every story.. so if you do, they’ll remember that, and be more receptive to your next pitch.
Bottom Line: A “thank you” can go a long way.
There’s so much more I could write on this topic but I’ll leave it for another time. What lessons have you learned from pitching to the press and media relations?