Terrified of Pitching Reporters? Read our Top 5 Tips + Tricks for a Fearless PR Strategy
Plus, a Special Treat to keep you in the Spirit of Good Publicity
Whether you’re a growing business or a PR pro that’s just starting out, chances are you’re quickly learning just how much impact good, consistent PR can have on your bottom line.
However, getting the press you need, even when you have a story that is newsworthy, can sometimes seem like a daunting task.
Maybe you’re determined to run a lean operation until you have enough clients to get another investor onboard; or in the case of a small communications agency, you may be growing too quickly to keep up with demand.
Whatever your case may be, FMC is here to guide you with our TOP 5 TIPS TO FEARLESS PR PITCHING!
1. Your Time-Sensitive Announcement, Really Is Time-Sensitive
This seems redundant, however, we have had many clients release time-sensitive press releases weeks and sometimes months after-the-fact, against our own recommendation.
No matter how good your PR firm is, or how amazing your publicist is (ahhemmmm), the longer you wait to send out a release, the quicker it becomes dated.
It may have been a great story, but in today’s high-paced world, yesterday’s news, is still yesterday’s news.
The quicker you can get your release out into the right hands, the more likely it will receive the coverage it deserves.
2. Spellcheck & Source Check
For business owners and publicists alike, it’s important that you make it a priority to double, triple, and even quadruple check every single bullet used for a release or statement.
Whether you’re not quite sure exactly how much your company contributed at that big gala, or you’re receiving notes from a well-intentioned, but relatively new intern, in this era of “fake news”, you must protect your reputation at all costs.
Also, it goes without saying that typos and grammatical errors should be eliminated. If one were to occur, after a release is sent out, contact the journalist(s) or distribution service immediately.
3. Journalists Chose To Be Journalists For A Reason
This is crucial. Don’t write to impress your friends or colleagues. Write in layman’s terms, and most importantly, concisely.
Business owners, we understand that you love your business; publicists, we get that you love to write. However, have you ever considered that journalists don’t have a lot of time to read? In order for your story to get picked up, try to keep your quotes brief and your information to the point.
If you own, or represent a company of a technical nature, bullet as much as possible. Not because reporters won’t understand, but because everything you write in a release will be cut down even further, many times down to one sentence.
If a journalist can read it quickly, chances are they can call you quickly for further comment! Also, it’s a plus if you have a professional image or video that’s print or TV-ready.
4. Journalists Get Very Busy, So You Should Too
Just because your press release went out, it doesn’t mean you’ll magically get thousands of reporters calling you. Well, maybe if you work for, or own, a large company. However, for the majority of us, this is simply not the case.
This is when, quality really is better than quantity. Although, you should definitely try to reach out and form a connection with as many reporters possible, especially if you are just starting out; the fact remains the same: the “spray & pray method” does not work! Meaning, you simply cannot email blast everyone hoping to get coverage.
DO NOT MASS EMAIL A BREAKING NEWS REPORTER WITH YOUR NEXT POP UP SHOP INVITE OR AN EXECUTIVE PROFILE PITCH FOR NEXT QUARTER
The more you get to know each reporter overtime, the more likely you are to know which reporter will be interested in your story. Keep a spreadsheet with notes, it’ll save you time in the long run.
Even individualized pitches to specific reporters only go so far. The more in-demand the reporter or the publication, the more you must follow up.
5. Be Creative & Don’t Be Afraid To Change Tactics
Sometimes in life our expectations don’t match our results. Yes it can be hard when we become invested in how we think things should go, or how people should act, or how movies should end; or even how a certain comma rule should be written into the AP Style Guide, or whatever.
That’s just life. Luckily in PR we have a saying: progress, not perfection. Which is basically a “now what?” kind of attitude that all publicists have.
Here’s an example. Let’s say, you’re pitching a story about how you or your client has helped the city’s most vulnerable citizens over the last 3 years with a targeted effort to get the media to a community appreciation event, but after a few days of trying you have zero replies.
Now is the time to try a different approach.
Maybe try to focus on a human interest story. Profile a specific family that the company has helped the most, highlight them as guests of honor at event, and offer journalists quick one-on-ones and photo-ops.
It’s a simple fix that makes all the difference in how you are pitching.
Now that you’re officially part of FMC’s PR Pro pack, it’s time for us to offer you a special TREAT, may the spirit of good publicity be with you!
LOCK IN 2018 PRICING ON ALL PRO SERVICES
Get our public relations, translation, and production services at our partnership level for a limited time.
For businesses looking to build or maintain their reputation this means affordable and professional services that are flexible enough to adapt to your bottom line.
For small agencies, this means that now you can use the power of FMC to extend our expert services to your own clients.
But hurry, this special rate is only available to the first 25 small to medium-sized businesses, including communications agencies with under 200 clients.
Email email@example.com to set up a complimentary consultation.