Hey PRs. Two tips!
- READ THE PUBLICATIONS YOU PITCH TO BEFORE YOU PITCH TO THEM
Note the sections they include. Form an opinion about the type of readers the book or site cultivates. This will avoid you wasting time when calling journalists with bad ideas. It will also mean you are actually delivering value for your clients by making informed, likely-to-succeed pitches instead of stabbing blindly in the dark and making them and you look like amateurs.
- “MY CLIENT PARTICIPATES IN THE MARKET YOU ARE WRITING ABOUT” IS NOT A PITCH
About 50% of approaches I receive from PRs consist of nothing more than “We do the thing you are writing about. So interview us, please.” You’ve got to do better than that, folks. Have an angle, an idea, a point of differentiation to offer. Follow Tip 1 to develop these points. The people that do this, get interviews. The ones that assume their status as market participants makes them worthy of my time earn opprobrium, not coverage.