Tag Archives: Pitching

PR: There’s an App for That

Posted on June 13, 2012 by Sara| 1 Comment

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

Posted on June 6, 2012 by Sara| Leave a comment


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.

@saraalisia

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Posted in Daum Weigle, Marketing/Communications, Public Relations

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Are You Guilty of the Intent to Distribute? (A press release without media?)

Posted on May 10, 2012 by Sara| Leave a comment

Like PB&J, press releases taste better with media

What’s Sonny without Cher? Tom without Jerry?  Or peanut butter without jelly?  Split any of these duos and you get only half their combined potential.  This is my thought process as I’m distributing a press release without accompanying media.  When pitching a news release I know I’ve got about 5 seconds to get the media’s attention.  Otherwise it quickly becomes digital trash.  But, if the release includes any picture/video/audio, it doubles my chances of getting it noticed.   Sometimes, these resources aren’t always available to me and it never fails:  I’ll send a release out by its lonesome and in come the requests for images. This is where any campaign can lose major momentum. Here’s why:

It’s all in the preparation, or lack thereof. One of the biggest mistakes a company can make is not generating the appropriate visual/audio media for its PR efforts.  To fully do our job as PR professionals we need these tools.  The pitching landscape has changed too much; it’s not enough anymore to send out a traditional two-page press release.   Now, journalists are looking for these releases to be a resource full of information like audio files, links to pictures, videos, extra quotes and even previous, relative news releases.  It’s a refreshingly simpler format where bullet points and links to media are king; it’s not editorialized and gets right to the point.  This has been dubbed the social media press release (SMPR).

More and more PR pros are picking up on the value of SMPR’s.  But to create one is a two-way street between PR firm and its client.  As a client, make it a priority to get quality photos of every project/product you want to be pitched. Grab sound bites from your SME’s and take video of that groundbreaking.  Create official accounts on YouTube and Flickr in order to host the media.  Next step: hand it all over to your PR firm. I’ll breathe a sigh of relief and do the rest.

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Posted in Daum Weigle, Social Media

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Elusive Media and the Twit Pitches

Posted on November 18, 2011 by Sara| Leave a comment

I’ve been working on a small campaign pitching media in the New York area this week.  Normally, New York isn’t exactly my favorite market to pitch because everyone seems especially in a hurry to rush you off the phone and will promptly tell you so.   Anyone who has ever worked in public relations knows the frustration of unanswered email pitches and dodged phone calls.

I’ve had a well-known-expert in the field tell me to stick to a well-crafted email pitch and leave the Twitter pitches alone.  Well, as they say…variety is the spice of life.  This week I got frustrated and decided to Tweet the reporters I had been trying to reach.  To my surprise, three of the five people I reached out to responded to me within minutes.  I used a casual yet informative approach-all within 140 characters.  There really isn’t an official guide to the Twitter pitch, but I can say, any links you have that can take them back to the press release/photo/video etc… are the best, especially when you’re working with limited characters.

So what’s the moral of the story?  Try it!  Tweet your pitches.  What’s the worst that can happen besides getting no response? Come on, we’re all used to that by now.  Tell me, what experiences have you had with Twit pitching?

follow me @SaraAlsia

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Posted in Daum Weigle, Public Relations, Social Media, We Like

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Winding Up… And Here Is My

Posted on April 5, 2011 by | Leave a comment

Pitch! Funny that word: pitch. It embodies what I do. I’m not just “throwing it out there,” I’m aiming for awesome coverage, a home run! While I was always the last one picked for teams in gym class, the PR pitch is one I can do.

Recently I sat in on a conference call moderated by the PR guru Peter Shankman himself. He invited reporters from top publications like The Wall Street Journal, USA Today and Crain’s to ask them about pitching preferences and what catches their attention. Cha ching! Goldmine! (No, this had nothing to with my crush on Peter Shankman; I was genuinely interested in stepping up my pitching game.)

Peter Shankman of HARO

Anyway, I took away five lessons from this conference call:

1. Not knowing a reporter and what they write about- Avoid this PR faux pas at any cost. Pitching blindly, especially to top level journalists is insulting to them. Not to mention it could ruin your chances of getting any coverage with them in the future.

2. Not identifying a news peg immediately- These guys want to know “why now?” Is it part of a broader trend? Is it happening in the news? Tell them why they should care or you will probably strike out.

3. Writing a book instead of a hook- Journalists generally don’t have a ton of time to stop and read a long email pitch. Craft one that identifies the news hook right away; and only say it’s exclusive if it really is. Remember…bullet points are your friend and don’t exceed three paragraphs. They want the pitch you would tell your friends over some beers.

4. Entitling an email- “quick question”- it’s hard to get a reporter to respond to a pitch… believe me I know. It can be tempting to do this, but the truth is-they know you‘re just trying to pitch them. Be upfront and give it to them straight. Ask them what they are working on and if you can be of any assistance.

5. Not following up- While most prefer email nowadays, don’t be afraid to pick up the phone. A good motto I like to follow: There is always someone more annoying than you.

So much more was discussed in the conference call that was helpful to me, so I hope you can use this too. You’re welcome and happy pitching!

- SG

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