PR 101 - Effective Marketing Communications for the Automation Industry
PR 101
17
Tips & Tricks for Pitching the Media
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Learn how to successfully pitch the media
Transcript of PR 101
Tips & Tricks for Pitching the Media
Get a Plan!
– What is your objective?
– Who is the audience we’re trying to reach?
– What is the one thing we want to tell them?
– How do we reach them?
– What tools do we need?
– Keywords
– Who is your spokesperson
Prep Your Tools
• The news release should include:• Headline (80 characters)• Sub-head (if appropriate)• Dateline • Lead paragraph – the essence of what the news is
about. Should be short, sweet and to the point. (try to keep it between 140-180 characters)
• Quote• A few supporting paragraphs with relevant details• About paragraph• Your contact info!
News Advisories:– Headline– Who– What– Where– When– Why– Cost
Tips & Tricks– Keep it short and concise– Check the gobbledygook– Double check your information– Review your plan to make certain you’re
hitting the message and asking for the right action
– Include media contact info– Include web site links (but not too many)
Your #1 Tool: Your List!
– Think about your plan…who are we trying to reach?
– What do they read, watch and listen to?– What are all the different media out there…
think small as well as big– Look online and offline!– Don’t hesitate to call and ask who the contact
should be!– Double check your list – twice!
The Art of the Pitch
– Think about your plan…who are we trying to reach?
– What do they read, watch and listen to?– What are all the different media out there…
think small as well as big– Look online and offline!– Don’t hesitate to call and ask who the contact
should be!– Double check your list – twice!
The Art of the Pitch
Email pitches:– More important than your news release!– Never send a naked news release/advisory– Keep it short and sweet– Include your contact info in the pitch– Make certain that you don’t use a lot of
stylized text– Make it as personal as you possibly can!– Say Thanks for your time!
Phone pitches:– Write down the key points you want to cover!– Always ask for the newsroom if you’re calling
a general number, then the person– Start by asking the reporter/editor if it’s a good
time. Note: keep in mind reporter/publication deadlines!
– Keep it brief!!! You typically have no more than 60 seconds to get your point across!
– Say Thanks for your time!
So you get a response, now what?– Be responsive!– If you don’t know the answer, don’t hesitate to
tell the journalist you’ll get back to them…and DO!
– Make sure you’re not interviewed! If they’re asking a lot of questions offer to set up an interview with the spokesperson!
– Always follow up to see if they need anything else!
Blogs, Twitter, Facebook and LinkedIn– Send bloggers FYIs not news releases. Tell them you
can get them more info like a news release if they’re interested!
– Follow reporters, editors and publications on Twitter!– Post your news there!– Get your friends to pass along info on Facebook!– Join LinkedIn groups for the region you’re pitching.
Some media have LinkedIn groups to! Start a discussion!
