I recently read a great article from Fast Company regarding pitching. Public Relations (PR) has evolved quite a bit over the years with technology–specifically social media. It is imperative for PR professionals to be conscious of how, what and to whom they are pitching.
Writers are often inundated with irrelevant and impersonal pitches, which is usually a result of laziness and lack of research from the PR professional. I recently had a local reporter complain to me about this very subject and how he won’t even read a pitch if his name is spelt wrong, it’s impersonal or has a request to “forward this release to the correct person”.
The irony of the situation is that research nowadays is literally at our fingertips, so why not take a few extra minutes to craft a quality and relevant pitch that will more likely be picked up for coverage?
The article outlined 3 simple yet necessary tips to be mindful of when pitching:
- Do your social search homework- As mentioned above, make sure you researched relevant and up to date contacts and outlets before you send your pitch.
- Consider a social pitch first- Many writers spend time on Twitter, Facebook and LinkedIn look for interesting stories and topics. Try to possibly send quick introductions of your story through these outlets. You still establish relationships if the specific story isn’t picked up.
- Kill the “Dear Journalist” form letters and mass E-mails- Don’t generalize your pitches. Writers are looking for exclusivity and a personal message can truly go a long way.
The article also warns PR professionals of the viral affect of a bad pitch. The author of the article received a terrible pitch and posted it on her Facebook to thousands of friends mocking how awful it was. Showing how 1 bad pitch literally reached thousands.
So, the next time you pitch, proceed with caution.
Visit the link to view Social Media Makes Bad Pitches Go Viral—And Can Save PR From Itself