Published on July 22, 2014
5 WAYS TO PITCH TO THE PRESS that don’t involve a cold call Sorry Wrong Number, 1948
GLOBE RUNNER SEO - Driving Customers to Your Website In case you thought pitching is archaic 68% of journalists surveyed said their lives would be harder without press releases Source: BusinessWire 2014
GLOBE RUNNER SEO - Driving Customers to Your Website What goes into a good pitch Preparation • Successful pitches require research • The phone call is usually the last step – can be amazingly effective • If you hate phones, these 5 methods are part of the process
GLOBE RUNNER SEO - Driving Customers to Your Website Method 1 Shine a spotlight on journos’ work
GLOBE RUNNER SEO - Driving Customers to Your Website The prerequisite Actually reading what they write • Read understand share • Use the platforms available to you • Link to their work when creating content for yourself or clients • Reshare their posts on social media networks • Quote them • Requires that you know what’s going on out there
GLOBE RUNNER SEO - Driving Customers to Your Website Method 2: Don’t just sit there Be part of the conversation Legally Blond, 2001
GLOBE RUNNER SEO - Driving Customers to Your Website It’s not enough to digest Respond to their work • Post your comments online • Absolutely no selling • Self-serving comments backfire • Ask question(s) if they’re relevant • Offer genuine insight • Opinion is not insight • No one’s interested in what you feel
GLOBE RUNNER SEO - Driving Customers to Your Website Method 3: Fine, write an email Make sure it’s worth reading
GLOBE RUNNER SEO - Driving Customers to Your Website If you’re dead set on email … At least make it interesting • Emails that are read: • Get to the point in the first 3 lines • Keep it to 1 screen; no hemming or hawing • Prioritize the story and eliminate puffery • Here’s a challenge: Replace all I’s with you’s • ‘I thought I’d reach out to you’ = Instant delete • No one’s interested in what you thought • The story comes first; your interests second
GLOBE RUNNER SEO - Driving Customers to Your Website Method 4: Organize a face-to-face meeting Still the best way to know the person you’re pitching to The Devil Wears Prada, 2006
GLOBE RUNNER SEO - Driving Customers to Your Website Cut through the clutter of all the other pitch emails Ask the journalist out • Coffee or drinks – Short and sweet • Lunch/dinner: Too much time/commitment • Interview them; ask questions • Or: Introduce yourself during functions • Go up to them after they speak at events • Always offer a business card/ask for one • Send a thank you email after meeting and ask if you can be of help anytime • Not all will connect on LinkedIn
ImageEvent, Images by Kim Method 5: Write an old-fashioned letter Because receiving anything handwritten is a luxury today
GLOBE RUNNER SEO - Driving Customers to Your Website Penmanship is so archaic, it’s actually cool A handwritten note rocks • Make sure your contact has a physical address first • A thank-you card is a memorable touch • Use good stationery • Crane’s note cards + a well-chosen stamp • Enclose your business card • Add product samples only if relevant • Don’t send gifts
GLOBE RUNNER SEO - Driving Customers to Your Website To recap Pitching via phone works but if you’re not quite there yet … • These 5 methods help the overall effort 1. Shine a spotlight on the journo’s work 2. Be part of the conversation 3. Write emails worth reading 4. Meet face-to-face 5. Send a handwritten note
GLOBE RUNNER SEO - Driving Customers to Your Website SEARCH ENGINE OPTIMIZATION ONLINE ADVERTISING CONTENT MARKETING ABOUT GLOBE RUNNER Founded In 2008
GLOBE RUNNER SEO - Driving Customers to Your Website PART OF THE GLOBE RUNNER PROFESSIONAL GROWTH SERIES 5 WAYS TO PITCH TO THE PRESS THAT DON’T INVOLVE A COLD CALLAlicia Kan firstname.lastname@example.org globerunner.com
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