I often compare finding a PR person to choosing a plastic surgeon. You really are picking the person or agency who is going to be presenting your new “face” to the media and subsequently the entire public.
Getting an editor’s attention can be key to promoting your product, book or service. In the last couple of years, we’ve started doing things a little differently here at Wax…and I’d like to share some of the creative ways we get an editor’s attention.
I agree – let’s kill the bad press release and the press release used badly. But please stop saying that press releases are dead. It’s really annoying for those of us who use them every day.
There’s no way to make an impression like a bad pitch. Don’t do it. An editor judges your entire client list and everything from that point on based on your first pitch.
Radio editorial and advertising work very closely together on many commercial stations (NOT public radio or news shows remember). Share leads to an ad rep and they may return the favor by mentioning your name to a producer…and again it’s now a ‘warm’ pitch instead of a cold call
Write a pitch that is short and gets to the point FAST. I always start with the phrase “I’m suggesting a segment on…” I NEVER build up to what I want. I am blunt and to the point. If they want it, they want it.
Want to know how to pitch a freelancer? Elizabeth M. writes about business and technology primarily in the Minneapolis-St. Paul market. I stopped her on a busy street this week and amid planes, trains and automobiles (ok may not trains but it sounds like it) asked her some questions about how she likes to be pitched, what stories she likes and her pet peeves..
If I’ve learned anything about PR and feng shui, it’s to make sure your fame area isn’t cluttered or dirty if you’re starting a new campaign.
If your PR person is good, they’ll be knocking at your door looking for new angles or trying to expand the media list, or even trying new channels. If things aren’t working, they’ll tell you and ask for your help to find more interesting angles and hooks.
Social media, bloggers, news sites….these media types are gaining influence by the minute it’s true. But until they start to generate millions of impressions within four minutes there’s no way they will ever replace traditional media.