We all know that getting a journalist’s attention can be tough in the PR world, but there are a couple tactics people use that easily end with a successful conversation. Starting with sending useful materials to the writers, even if it doesn’t concern the client. Be specific and direct with email subject lines, by directly addressing the recipient. Some of these tips may seem basic but they are also sometimes forgotten. By maintaining your contact list, pitching infographics whenever possible and including embed codes with all videos; your company’s partnership with the media will become stronger and open room for growth.
In our generation today, we tend to take advantage of the technology that is surrounded by us in the work place and use it as our number one way we communicate with others. People choose texting over face-to-face interactions and this can sometimes result negatively. It is important to act like a human, not a robot. Journalists want to feel a connection with their partner, or voice on the other side of the phone call. It’s always best to have a stronger 1-to-1 interaction with a journalist rather than blasting a bunch of messages that pile in a spam folder.
Journalists’ number one complaint is an exciting pitch with a lack of follow through. Always make sure that your contact information is up to date, because once a reporter can’t get access an interview or background information, that PR person’s reputation is ruined. Using words such as “research” and “please feature my client” come across as boring – use words that capture the eyes. Make your content fun and enjoyable for people to read – they will be able to tell that you are truly excited about the work you do.
When pitching a consumer product, it is important to explain as quickly and straightforward as possible on how the product fits into the current trend. Pitching is very similar to applying for a new job. You need to be clear, unique and know what you are talking about. Choose a publication you are aiming for, and get to know your target audience. About once a week, make sure you are interacting and commenting on the publications website. After doing so, the journalist will feel like he/she is getting to know you. Don’t just settle on one publication and don’t be afraid to go after the big ones. By posting comments, “liking” these publications on social media outlets and staying consistent, you will soon have a developed relationship with not just one reporter but several.