PR folk like to tout all the personal contacts they have in the media. I certainly do that when I'm approached about helping mobile software companies, because I've been working in this field for over a decade and happen to know some folks who write about mobile tech.
Those contacts are certainly useful sources, but they're not the most important asset a PR person should bring to the table. From my experience, there's so much turnover in the media and the amount of blogs that come and go that relationships I may have had last year are completely pointless this year.
If your news is newsworthy and targeted to their particular "beat" then there's a good chance they'll cover it whether they "know" your PR rep or not. When considering hiring a rep, just remember this winning rule: media relationships are nice, but their ability to communicate and strategize on your behalf is even more important.
Showing posts with label media relations. Show all posts
Showing posts with label media relations. Show all posts
Tuesday, August 23, 2011
Wednesday, May 11, 2011
How to Pitch via Twitter
I've been at this PR pitching business for 12 years now and I'm still working on getting my pitch down as tiny as possible. The best pitch is one that captures their imagination in as few words as possible.
If you want to pitch to someone via Twitter, you don't have much choice! You only get 140 characters to make your best impression. I've been told by some that you shouldn't pitch via Twitter and that most journalists don't like it. I think for those that don't use Twitter a lot, that's probably true -- but some are die-hard Twitter users and I think most of them are open to being pitched via Twitter. In fact, they're probably quite comfortable with it by now.
To tweet or not to tweet, that is the question! But if you do "Twitpitch," here are some general guidelines:
If you want to pitch to someone via Twitter, you don't have much choice! You only get 140 characters to make your best impression. I've been told by some that you shouldn't pitch via Twitter and that most journalists don't like it. I think for those that don't use Twitter a lot, that's probably true -- but some are die-hard Twitter users and I think most of them are open to being pitched via Twitter. In fact, they're probably quite comfortable with it by now.
To tweet or not to tweet, that is the question! But if you do "Twitpitch," here are some general guidelines:
- Be sure yourTwitter profile is complete. If they get pitched by you, they'll likely want to know more about you before they give your pitch any credence. Also, be sure to include your URL in your profile.
- Speaking of which, include a URL in your tweet. You'll want to be sure to use your pitch to drive traffic to a web site or blog post that provides much greater detail on your company, product or story idea than you could include in your 140 character Twitpitch. You'll also want your URL to take up as few characters as possible, so be sure to run it through a shortener like http://bit.ly.
- Just like with email pitching, don't be an annoying spammer. Don't pitch the same ideas or stories multiple times, and don't send pitches about irrelevant topics to what the writer/blogger normally covers.
- Engage in conversation. Twitter provides a great way to dialogue with someone -- but don't make it a one-way conversation. Don't use Twitter to simply broadcast your messages, but look for ways to engage those who follow you on Twitter as well.
Tuesday, February 22, 2011
Playing Nice with Reporters
Way back when I was learning the ropes of PR, my ninny of a boss said we shouldn't care about what reporters think in response to our incessant "nagging" -- they, after all, don't pay our bills. Fortunately I ignored her and treated the journalists that I dealt with as if they were, in fact, my paying clients. I sought to give them the information they wanted -- when and how they wanted it. And before long I was getting calls from other PR agencies trying to recruit me because local journalists told them I was among the best at media relations.
So here are some tips to dealing with your friends on the other side of the Internet:
So here are some tips to dealing with your friends on the other side of the Internet:
- Respect their beat. Research what kind of stories the reporter typically covers and either tailor your "pitch" appropriately to their beat or don't bother them at all.
- Help build the story with compelling media. App developers, that means screen shots, app icons and links to videos demonstrating how your apps work in the real world. Which leads to #3...
- Keep attachments to a bare minimum. Set up a Media page on your website and include links to press releases, images and videos that they can access when they want them rather than clogging up their inbox with files they may not want or need.
- Speaking of media, print media will have different requirements than online media. That little low-res screen shot on your website may reproduce fine in a blog but will be very grainy when published in a glossy magazine. If you're contacting print media, be prepared to have higher res images available.
- Don't forget to include your contact info. I forgot this important little 4-line section at the end of one email and was on the receiving end of a scolding because the reporter had to figure out how to get in touch with me.
Monday, July 05, 2010
Finding the Right Blog
In my PR biz of publicizing mobile software developers, I discovered early on the high value of finding and developing relationships with bloggers who have a high-level interest in mobile tech. They're not journalists in the traditional sense, but the good ones have a niche following of people who would be a good audience for my clients.
Sometimes, the most popular blogs are really difficult to crack. They hear from PR people all the time -- and what makes me different than all those others? I need to do more than keep sending product news to them. I have to be a resource for them. I need to follow what they're interested in writing about, and engage them in dialogue about it even if it has absolutely nothing to do with any of my clients. If they response and find me a "wise ol' owl" who is fun and useful to talk to, I may have made a new friend in the blogger business and can become a trusted source.
How do you find good blogs? Start by searching your topic keyword(s) at Google Blog Search and Technorati. You may also want to add BlogPulse to that list for fun. Build a list of blogs, then look at each one to see if they have their own favorite blogs listed out for you!
Microblogs, such as Twitter, can be researched at TweetScan and Topsy. BlackBerry users can have Twitter hits on their keywords sent to their mobiles using an app called Twitterlerts.
If you want to follow what's being said about your company or brand in the social media sphere, try searching at SocialMention which will also pick up news from Twitter and blogs.
Sometimes, the most popular blogs are really difficult to crack. They hear from PR people all the time -- and what makes me different than all those others? I need to do more than keep sending product news to them. I have to be a resource for them. I need to follow what they're interested in writing about, and engage them in dialogue about it even if it has absolutely nothing to do with any of my clients. If they response and find me a "wise ol' owl" who is fun and useful to talk to, I may have made a new friend in the blogger business and can become a trusted source.
How do you find good blogs? Start by searching your topic keyword(s) at Google Blog Search and Technorati. You may also want to add BlogPulse to that list for fun. Build a list of blogs, then look at each one to see if they have their own favorite blogs listed out for you!
Microblogs, such as Twitter, can be researched at TweetScan and Topsy. BlackBerry users can have Twitter hits on their keywords sent to their mobiles using an app called Twitterlerts.
If you want to follow what's being said about your company or brand in the social media sphere, try searching at SocialMention which will also pick up news from Twitter and blogs.
Friday, May 07, 2010
A Touch of Luck?
I was on the treadmill this morning and looked up to the TV screen on the wall of the gym in time to see an ESPN replay of a PGA golfer chipping out of a sand trap. The ball delicately dropped a few feet short of the hole and rolled forward until -- PLUNK -- a miracle shot worthy of an ESPN highlight.
I don't know who the golfer was, but he's obviously talented enough to use his sand wedge to make such a great shot -- but not talented enough to avoid the bunker in the first place. His shot was both skill and luck. Sometimes it takes a good mix of both to be successful. If it was pure skill, pro golfers would never be in the bunker, and every tough shot would end up in the hole. Skill gets them close, but luck takes them the rest of the way.
When I'm launching a new app for, say, the iPad, the techniques may be similar as I'm reaching out to many of the same writers. Some of these campaigns are crazy successful (check out GoodReader -- STILL the #2 best-selling iPad app in the iTunes App Store after several weeks) while other campaigns are successful but maybe not what I'd hoped (boffo!). The difference may be timing, message, or the product itself, but some of it is just the level of luck -- hitting the right shot with the wind just-so and a squirrel that brushes the ball with his fluffy tail to cause the ball to drop in the hole.
We can't count on luck, so we must learn and practice the best techniques to get us as close to the cup as we can get (and perhaps a dash of luck will give us a highlight of our own).
I don't know who the golfer was, but he's obviously talented enough to use his sand wedge to make such a great shot -- but not talented enough to avoid the bunker in the first place. His shot was both skill and luck. Sometimes it takes a good mix of both to be successful. If it was pure skill, pro golfers would never be in the bunker, and every tough shot would end up in the hole. Skill gets them close, but luck takes them the rest of the way.
When I'm launching a new app for, say, the iPad, the techniques may be similar as I'm reaching out to many of the same writers. Some of these campaigns are crazy successful (check out GoodReader -- STILL the #2 best-selling iPad app in the iTunes App Store after several weeks) while other campaigns are successful but maybe not what I'd hoped (boffo!). The difference may be timing, message, or the product itself, but some of it is just the level of luck -- hitting the right shot with the wind just-so and a squirrel that brushes the ball with his fluffy tail to cause the ball to drop in the hole.
We can't count on luck, so we must learn and practice the best techniques to get us as close to the cup as we can get (and perhaps a dash of luck will give us a highlight of our own).
Thursday, April 29, 2010
Masterful Media Relations
Way back when I had just left the restaurant industry and got hired on with my first (and only) PR agency (that's not my own), I learned from the worst about media relations. My old boss got everything wrong when it came to developing relationships with the people who can make or break our efforts on behalf of clients. The line she used that really sticks with me is "Screw the media -- they don't pay us." Even a PR neophyte knew that was a stupid attitude, and only deepens the negative attitude many in the media have toward PR people.
I ignored the boss's advice. Within a year of starting that job, bigger agencies were calling me to set up interviews. How did they know anything about me? They asked journalists in Dallas who the best media relations people were and my name kept coming up. Some of those opportunities seemed pretty good, but I decided I'd rather enter the world of the gainfully self-employed. After all, if a complete nonsensical ninny could make a living at this business, I could reverse engineer everything she practiced and be more successful.
While my old agency had a revolving door of clients, often leaving after the first six months, I've got three clients that have been with me for 9-10 years now. Am I bragging? Ehhhh...maybe a little.
Back to media relations, I really enjoyed this article that compares media relations to dating.
#1 is my favorite:
1. The best pickup line is a basic introduction
Are your legs tired? You know, because you’ve been running through my mind since you walked into this place. That’s an example of a bad pickup line in dating circles. You know what the most effective pickup line is? Hello, my name is [insert your name].
The same goes for media relations. A fancy opening line, no matter how clever you think it is, will only result in a reporter rolling their eyes at you. Introduce yourself professionally, let them know who you are and why you’re calling and you’ll get things off on the right foot. Don’t use a cheesy pickup line when introducing yourself to a journalist.
One time I pitched a CNET reporter on an app called LobsterTunes in a manner that was probably too cute by half. But with an app called LobsterTunes, what's a PR guy to do? She called me on it and said she might have been more interested if I'd left off the cheesy intro. Now I leave the cheese for after I've gotten to know a journalist better and they can tell by the clever pitch that I've got my tongue planted firmly in my cheek. It's like the kind of jokes you can tell your old buddies that wouldn't have told them when you first met them.
That said, you don't want to come off as dry. You can be clever without being cheesy. I appreciate cleverness, but just make sure your pitch doesn't peg the cheese-meter.
I ignored the boss's advice. Within a year of starting that job, bigger agencies were calling me to set up interviews. How did they know anything about me? They asked journalists in Dallas who the best media relations people were and my name kept coming up. Some of those opportunities seemed pretty good, but I decided I'd rather enter the world of the gainfully self-employed. After all, if a complete nonsensical ninny could make a living at this business, I could reverse engineer everything she practiced and be more successful.
While my old agency had a revolving door of clients, often leaving after the first six months, I've got three clients that have been with me for 9-10 years now. Am I bragging? Ehhhh...maybe a little.
Back to media relations, I really enjoyed this article that compares media relations to dating.
#1 is my favorite:
1. The best pickup line is a basic introduction
Are your legs tired? You know, because you’ve been running through my mind since you walked into this place. That’s an example of a bad pickup line in dating circles. You know what the most effective pickup line is? Hello, my name is [insert your name].
The same goes for media relations. A fancy opening line, no matter how clever you think it is, will only result in a reporter rolling their eyes at you. Introduce yourself professionally, let them know who you are and why you’re calling and you’ll get things off on the right foot. Don’t use a cheesy pickup line when introducing yourself to a journalist.
One time I pitched a CNET reporter on an app called LobsterTunes in a manner that was probably too cute by half. But with an app called LobsterTunes, what's a PR guy to do? She called me on it and said she might have been more interested if I'd left off the cheesy intro. Now I leave the cheese for after I've gotten to know a journalist better and they can tell by the clever pitch that I've got my tongue planted firmly in my cheek. It's like the kind of jokes you can tell your old buddies that wouldn't have told them when you first met them.
That said, you don't want to come off as dry. You can be clever without being cheesy. I appreciate cleverness, but just make sure your pitch doesn't peg the cheese-meter.
Friday, February 26, 2010
Funny video
Enjoy this video of a dialogue between a hapless PR fellow and a blogger who covers social media, just not B2B. So funny.
If you're offended by the F-word, it is used frequently. I stopped using it as part of my day-to-day vocabulary when I was 17, and don't normally like to hear it in a professional setting especially. But, ok, it's kind of funny in this case.
If you're offended by the F-word, it is used frequently. I stopped using it as part of my day-to-day vocabulary when I was 17, and don't normally like to hear it in a professional setting especially. But, ok, it's kind of funny in this case.
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