Four Key Tips for Successful Media Relations Results
By Jenna Saper | On February 5, 2016
When first starting out in the PR industry, achieving a breakthrough in a top tier business publication or in a key tech vertical outlet can seem like a lofty goal. The good news is that with the right strategy (and a little bit of persistence) it’s achievable! Here are a few tips to incorporate into your daily pitching activities so you can make inroads with those “dream” outlets on your media list.
No matter how deep the reporter’s knowledge of the topic you’re pitching is, no one likes to receive a pitch that’s full of technical jargon. Communicate to the media like you would communicate to a colleague- clear, concise and conversational. Get to the crux of what you’re offering at the outset, using a compelling subject line and an informative, action-oriented first sentence. Portray yourself as knowledgeable in your own language as opposed to copying and pasting verbatim from the press release or report you’re publicizing.
Foster the relationship
Even if your client hasn’t released anything relevant for the reporters you consider your “friendlies,” shoot the reporter over a note to ask what they’re working on and let them know that if they’re in need of a source, your client is happy to oblige. It’ll show them that they’re a top-of-mind contact for you and that the relationship is a two-way street.
Persistence, not annoyance
We all know the drill with follow ups- the fine line between being aggressive and being overbearing, and how phone calls are often a big faux pas (depending on the particular journalist’s preference). The key to following up is intuition. Don’t go overboard, but also don’t be timid.
On the subject of following up, make sure that you’re not sending the same note three times in a row. Chances are the journalist did see it the first time around, but it just might not have been standout enough for it to catch their eye. Ask yourself what needs to be done to get their attention. Does the subject line need to be catchier? Does the pitch itself need to be shortened? Revising and readjusting an original pitch can go a long way.
These are a few best practices to keep in mind in order to work towards getting that “wow” hit. What are some other tricks that you’ve seen success with?