PITCH PERFECT

Newspapers are getting thinner. Pitches happen over Twitter. Advertorials are disguised as editorials. There's no question that the media landscape is changing. So how do we keep up in an ever competitive landscape?
Build relationships. Get to know the reporter or influencer, customize your approach and make sure you are well versed on their beat. Knowing a reporter's general likes and dislikes will help to build a strong relationship with them. I love the example of a a friend who was tirelessly pitching a reporter over email. Hearing nothing after multiple attempts, she dug deeper into the reporter's background. Discovering they had a mutual love for Seinfeld she changed her subject line to, "They're real and they're spectacular" and got a reply within minutes, resulting in a feature story.
Craft your story. You have one, you may just need some help unearthing it. Your story will be a part of your pitch going forward so consider finding a way to tell it creatively, such as video. 
Practice makes perfect. It's always a good idea to pitch a friend or family member first. Let them react, ask questions and provide feedback. This will help you finesse your pitch.
Cheat. A little. Online systems like Crystal can help you tailor your approach. Plug a reporters details into the system and receive a unique personality profile for that reporter, so you can speak or write in their natural communication style.
Provide the Assets. A prepared dropbox folder or press section on your website can go a long way. Reporters are operating with smaller teams, time and budget. Be prepared with logos, photography, head shots, fact sheets, a corporate write up, team bios and video. Consider supplying social content for the reporter and packaging it up for them to share quickly and easily.
Follow up. Send a tweet, email or follow up phone call thanking the reporter for their time. Media relationships aren't a one and done scenario. Like every good relationship, they take work.
- Larissa Dundon

Comments

Post a Comment

Popular posts from this blog

WELCOME TO THE NEW SHARING ECONOMY

I recently asked my taxi driver what he thought of Uber . His response?: “I love it, it costs me an arm and a leg to rent this taxi. I’ve been driving for 8 hours already and haven’t earned enough yet to cover the overhead of renting this taxi from the owner. The next four hours of my night are crucial to me making a profit.” Just imagine what that looks like for a minute. You go into your office, grab a coffee and start your day. At noon your boss says, ok you can start getting paid for your work now, we’ve covered the cost of your desk and computer for the day. In Vancouver, we are the only city who successfully kicked Uber out, much to the chagrin of the users (want to do something about it? click here ). If you live or have lived in Vancouver, you know how challenging the taxi situation is here – good luck getting a taxi out of gastown on a Saturday night. Uber allows anyone with a clean car and a good attitude to sign up for the app (following a background c...
Read more

HOW TO WORK WITH INFLUENCERS

Influencers are everywhere. So much so, they’re now a mainstream marketing avenue. When collaborating with influencers how you work with them is as important as who you choose to work with. Influencers fall somewhere between celebrity and traditional media outlets. They navigate the challenges of monetizing on a channel where they have built up an authentic following. For longevity, smart influencers know they need to stay true to their audience and personal brand. There are no advertising guidelines, no set rates and the working parameters vary from person to person. So when embarking on an influencer program (paid or not) it is important to consider how and where your brand will show up. As a brand, a great way to get the most out of working with influencers is by creating experiences for them. Influencers are always looking for opportunities to create content and share details of their day. Tarte Cosmetics takes influencers on trips to a beautiful, exotic location a few times a...
Read more