WHO CARES?
It’s important for PR people to develop relationships with editorial gatekeepers. The best way to do that—and this is drawn from the great PR people I’ve worked with — is to understand, first, the media’s product. If you haven’t read their publication, do it! Most have them available on the Internet. Search, then find, then explore. Only then will you be capable of making a pitch. Secondly, and possibly more important is to really understand who their readers are. It’s about the who, what, when, where, why and how – but – most important and critical to your pitch is – WHO CARES? For example, if the publication is diverse, that their readers go from high-end to more modest, that means that you must position your products in ways that make them accessible to both ends of that spectrum, instead of just focusing on the luxury angle.
The point: If you show that you understand an outlet’s demographics, you’re ten steps ahead of the competition.
More relationship-building techniques:
1. Focus on what’s new and innovative—not what’s “neat” or “nice.”
A big mistake we see is people offering the same old stories. For starters, know the terms they use when you send out PR materials. For example: Say, ‘News Release’ and not ‘Press Release.’ What’s the first word in ‘newspaper? It’s news, news, news. Plus, broadcast media (TV, radio) abhor the PRESS reference. They are not the press. So the point is, first, offer them your story under the cover of a ‘news release’ and secondly, to offer ideas that are new, different and fresh. They can use material that is even nominally newsworthy — they can move the story from there.
2. Zero in on “future news”—or pitching the “next big thing.”
Editors love to hear about and understand what the next big things are going to be. For example, if the next big thing in spas is going to be treatments made from organic products, then help us understand where those products came from. Are they indigenous to certain areas? What does that mean to the consumer? Is it more expensive? Also, try to substantiate the claim. If you’re pointing to the next big thing—then provide evidence.
3. Don’t let the “big guys” hog all the ink—editors want “underdog” stories.
The small guys are important to the media. Every paper or news outlet has areas they have to cover over and over again—no matter what the beat is. For example, anybody who can give the media unsung, new takes on old angles or old attractions will be their new best friend. For example, we all love living in the Triangle. But you can only write about the Triangle’s development itself 1200 times. But if you can talk about the ‘Art Walk in the Triangle—now that’s a great new angle.
4. Try to meet editors in person—desksides still work.
Don’t be too shy to ask for a personal sit down. Most great stories come from in-person conversations that include give and take. The reporter often times becomes your advocate. If they like you, they like what you do, they’ll help you find the angle that will interest their audience. That might not happen over the phone or by email.
In addition: Desksides are a good thing to ask about. Most journalists try to be pretty accessible, but are just too busy. They get a lot of requests for them and try to grant as many as possible. But things are often serendipitous. Be on the lookout for chance meetings, or a story idea that pops in your head. I can’t tell you how many times stories have been covered out of a chance meeting.
The point: Call and ask.
The worst we can do is say no. Also, don’t always call the editor. Call the deputy editor or assistant editor. They like those meetings, as well. Everybody likes to think they’re on the radar—and these other editors really can get you to the right people. Remember they are the ones doing the assigning. But DO NOT overlook pitching a reporter – they have to come to the table with story ideas as well.
You must log in to post a comment.