Tag Archives: Cision

Pitching Smarter: Gaining the Media Coverage You Want

I recently listened in on a webinar hosted by Michael Smart, an independent communications trainer. Michael works with PR professionals to help them land media coverage. Here are his tips and tricks for successfully pitching the media.

1) Frame Boring Content
Chances are your clients aren’t going to have a new product or “earth- shattering news,” every month, but you’re still going to be expected to get them media coverage. This is where framing comes in. You make the clients’ “boring” coverage interesting and relevant. One way to do that is to exploit pop culture. Even if your clients are B2B you can still draw parallels between what their business is doing and what is relevant in pop culture. Another way to frame content is simply to change the format. Think about what format works best for page views. Generally these are articles that incorporate lists, photos or GIFs. Tip: When creating your content try to get a link back to your client’s homepage. This is the best way to get SEO from your site.

2) Apply the 80/20 Principle to Your Media List
One of the biggest hurdles PR professionals face is time. We feel like we don’t have enough time to customize our pitches for each editor in our media list. Michael recommends spending 80 percent of your time pitching the top 20 percent of your media list. Focus most of your time on the 5-10 absolutely crucial influencers. Make sure your pitches are customized to meet the needs of the editor and publication. For the next 30 percent, do your best to briefly customize your pitches. You can send the same pitch to the last 50 percent of editors. You might ask yourself, “How do I know who the top 20 percent are?” All media relations should drive revenue and drive valuation. When determining who the top 20 percent are, think about which publications will have the biggest influence on driving revenue and valuation. Those publications are your top 20 percent.

3) Specific Formulas to Pitch Your Email
Once you have identified your 20 percent it’s time to do your homework. Be sure to reference the editor’s earlier work. Make sure to be as specific as possible. You want to let the editor know what you’ve actually read his or her past articles. Then tie in how your pitch relates. When tailoring your pitch makes sure it is short, specific and sincere. Even if the editor comes back with a “no,” showing editors you’ve done your research will help put you on their radar.

After your top 20 percent start using your database for the next 30 percent. Open with, “I know you cover…” Still try to be specific though. For example, if you are tying to pitch a tech story don’t simply say, “I know you cover tech.” Say something more specific like, “I know you cover start-up tech companies is San Francisco.” For the last 50 percent you can make the pitch very broad depending on the amount of time you have.

Tip: Snail mail editors’ pitches, content or products to get their attention and then follow up with an email. Also, don’t pitch via Twitter. Use Twitter as a way to build a relationship with editors. If they do happen to follow you back you may consider pitching them through direct message, but pitching on Twitter is too public. Many editors don’t want to pitches to be seen by competing publications.


Fighting Content Failure and Fatigue

I’ve been away from the blog for a few weeks so I thought this topic would be perfect, because it is something we all struggle with. You create an editorial calendar for your blog. You agonize over what to write about. You give it a withy title and pack it full of insightful content. You spend time rereading and editing it. You think it’s perfect, and you are sure that everyone is going to want to read it. You post it online and…nothing. The blog gets a handful of views and maybe a spam comment or two. How can this be? You were sure this post was going to be a hit. What I am describing is called content failure and fatigue, and it happens to the best of us.

It’s Not Your Fault
Millions of great blog posts, tweets and websites go unnoticed everyday. It’s not a content problem. It’s an audience problem. There is just an abundance of content on the Internet. Sadly, great content goes unread.

The Facts
Every minute:
• 571 websites are launched
• 350,000 tweets are tweeted
• 48 hours of YouTube videos are uploaded
• 3,800 blog posts are written and published

What can you and your brand do?
I’ve said this in almost all of my blogs, but it is about quality not quantity. Quality doesn’t just apply to your content. It’s also about your promotion. Brands can step down content production and step up promotion and distribution to get better results.

The solution is content promotion. Identify the key influencers in your industry, pitch them, get coverage and promote the coverage. You can promote it through social media or a content marketing strategy- like a newsletter campaign. You can also pay for sponsored ads or to get placed in the “Recommended News Articles.” These are sponsored links at the bottom of most news articles that are selected for you based on your search history.

Whatever method you chose to promote with just make sure you are being consistent and putting out useful, quality content your readers will enjoy. 

PR Pitching 101

As a PR pro you want to find influencers, pitch stories and gain coverage for your client.

How Do I Find Influencers?

The best way to find influencers is to ask yourself what your end goal is. Are you interested in making a new connection? Are you pitching a story? Do you have a new client or are you expanding into a new industry where you don’t have any contacts? These questions should help guide you when looking for new influencers.

Take the Time to Know Your Influencers

Once you have narrowed down your search it’s time to learn a little bit more about your influencers. See what they have recently written. Start following them on Twitter or connect with them on LinkedIn. This helps them remember you when it comes time to pitch. Also, editors and reporters might tweet personal things like, “At my kid’s soccer game,” or “enjoying my vacation.” This is a good way to know that they probably aren’t going to have time to read or respond to your pitches. Interacting with an influencer on Twitter also helps when trying to achieve the elusive Twitter pitch. A Cision research survey of reporters and editors shows that, “Twitter pitches go smoothly when you have already engaged with the editor or reporter on Twitter.”


After you have done your homework it’s time to pitch. When pitching, whether it’s be email, phone or social media try to be as helpful as possible. Offer to schedule any additional interviews with a client/expert, be able to answer any questions he or she may have or even offer to write or package content for them. You want to make it as easy as possible when pitching your influencer. Also, as a  rule of thumb, never send attachments. Send everything in the body of an email. Editors and journalists do not have time to open your attachments and large attachment files may slow down their email.

Organizing your coverage

Once you have pitched your influencer and they have agreed to place your coverage make sure you ask them when you can expect it to appear. Do this for every piece of content you place regardless of how big or small the coverage is. Gather the coverage and organize it neatly and concisely in a coverage report. This shows you client ROI. 

Tips for Building Up Your Business on LinkedIn


An average of 45 million profiles are viewed on LinkedIn each day.  As a result, LinkedIn has become a key tool to help market your business and professional life. LinkedIn company pages don’t have the accessibility as a personal LinkedIn profile. Joining groups is one of the key ways to put your company’s name and expertise out there as well as gain new connections and opportunities. 

 Tips for LinkedIn Groups

1)    Don’t join too many groups.. Join five to six groups at most  so you will have time to participate, engage and build a strong presence with each of them.

2)    Join Content Niches. Be specific in your posts to find people who have similar interests.

3)    Connect with people who frequently talk/ comment in your groups and conduct private conversations, follow them on Twitter or other forms of social media.

4)    Add “Follow us on LinkedIn” on your company website and email signature.

5)    Don’t just join communications or PR groups. Join groups that relate to your clients interests as well.

6)    Follow the rule of thirds. What’s that in this context? I remember learning about it in photography class

Tips for Company Pages

About 80 percent of LinkedIn members want to connect with company pages. Even though company pages do not have the same accessibility, it is still important to have them.

1)    Brand your page to make it SEO friendly. Google previews will show 156 characters of your description page text. Use industry keywords in your description. Members will find your company page by searching those keywords.

2)    Post in the morning. This is gives your post a longer shelf life and insures that more people will view and engage with it. Updates with links have a 45 percent higher engagement rate.

3)    Link your website and other social media on your LinkedIn page to ensure that potential clients can easily find you.


PR: There’s an App for That

Almost everyone has a smart phone, most likely compete with tons of downloaded apps.  I recently sat in on a discussion about which mobile apps are most useful for PR industry pros from Cision.  Here is the top ten list:

1.     Bump

Bump is like a virtual business card that allows you to swap info with people just by launching the app and then physically “bumping” your phones together.  It’s perfect if you’re on a time crunch and want to make a quick connection.

2.     CardMunch

This app allows you to take pictures of business cards and convert them into contacts right into your address book. The top perk to this app is that it will also show you LinkedIn profile information as well as any connections you have in common.

3.     Dropbox

This is a very popular and free service that lets you store/access your photos, docs and videos anywhere and share them easily. It’s so convenient to pull files your Dropbox account from your phone and share with others on the go.

 4.     Evernote

The Evernote app helps you remember your ideas, projects and experiences across all the computers, phones and tablet platforms you may use.  It captures text, photos and audio and then synchs it via the cloud.  These files can then be shared, edited and used to collaborate with your co-workers.

5.     TweetDeck and HootSuite

Either of these two apps are a great way to keep track of journalists’ feeds and also handy when you need to manage your Twitter/Facebook presence while travelling.  As far as layouts go, it’s really a Coke vs. Pepsi thing.

6.     Yammer

Yammer is an enterprise social network service and is used for private communication within organizations and pre-designated groups. This is a private way to collaborate with your co-workers and send them messages.

7.     Google Analytics (mobile)

This app gives you instant, mobile access to your Google Analytics.  It’s perfect if you’re travelling but still need to report back to the office about how a post is doing.

8.     Word Press

This app is compatible with almost every operating system.  For this reason, it’s a great way to update any blog on the go.  This is awesome if you are blogging from a trade show and want to share timely updates.

 9.     Tripit

If you travel frequently, this app is a lifesaver.  It basically takes and organizes all of your trip details (flight, car rental, reservations and anticipated weather) and puts them in one place where you can share those details with others and print out your tickets.

10.  Media Database Apps

If you need to look up a media contact and you aren’t by a computer, it’s helpful if the media database service you use has a downloadable app.   MyMediaInfo, CisionPoint and Vocus are among those that have them. Great for a last-minute pitch.

Do you have any good apps to add to this list?

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Stop the Madness: Spray and Pray

As a general rule, before I pick up the phone to pitch a media contact, I know their name, have researched the outlet, skimmed through recent stories the journalist has written and have an idea of why they would want to hear my pitch in the first place.  This ladies and gentlemen, is the art of romancing the media.

It’s surprising how many PR professionals still operate with the old “spray and pray” method, thinking that quantity pitching rules over quality pitching.

In fact, I just read a great white paper by Cision When in Doubt that outlines the very reasons why we PR pros shouldn’t do that.  The most important lesson you can learn in this industry is to research everything you possibly can about the outlet/beat of the person you’re pitching.  In all honesty, those that skip this huge step really do damage to themselves and the company they represent. They also do big disservice to industry as a whole.

It just gives PR a bad name. We want the media to see us as a valuable resource, not as annoying spammers.  I’m sure it would be maddening for a real estate reporter to continuously get pitched to cover the latest beauty product.

Researching the details is more time consuming, but the paybacks are better quality and even quantity coverage.

Aside from doing research before you send anything to or contact the media I have a couple of suggestions I’ve picked up from my experiences for when I pitch and follow up on the phone:

  • Check out editorial calendars.  These can be a gold mine.  Even if they aren’t interested in covering your news now, it could be perfect for them at a later date.  Follow up.
  • When you call to follow up, instead of going straight to your pitch, introduce yourself and ask what they are working on. It could be in connection to what you’re pitching. Use your discretion if they sound hurried. By being natural, conversational and not just pushing your pitch, you earn their ear and respect.
  • But be ready to deliver the main points of your pitch in less than 20 seconds.   More often than not you will run into an editor that has no time for nonsense.  Prepare for that.

Of course don’t leave out social media as another avenue for media outreach. It offers valuable insights into what journalists’ are writing about and their interests.

Above all, know that if you continue to spray and pray, it may take a few reporters giving you a piece of their minds before you never again forget to research before you reach out.