As I was on Twitter the other day, I got to give props to a young PR pro who had just gotten her first big placement. It took me back to the day I had my first major pitching success. After days of following-up on press releases, I got a front page headline story! Woot! There’s something about enjoying the fruits of your labor and the feeling of sweet success.
What’s interesting to me is that nearly 15 years later, not much has really changed. Sure, the tools we use have changed and evolved with us, but whether you’re creating your own media lists, using a media directory book or using an online media database, like BurrellesLuce Media Contacts, the basics are still the same.
Even if you are following #journchat on Twitter or reading myriad blogs and articles on the topic, one thing resonates repeatedly. If you don’t do your homework, you are wasting not only your own time, but your client’s as well as the journalist’s. Not doing your homework is a recipe for disaster.
You may be asking then, “What exactly does ‘do your homework’ mean?” That simple phrase actually means a multitude of things: research the outlet, research the journalist, know your story (inside and out), if you’re pitching an expert – be sure that person is available, if you’re pitching a story – be sure it’s fresh, and finally, be more than just a “pitcher.” Build relationships and be there for the reporter when he/she needs something – not just when you need to get a client some ink.
I’m sure there are many more examples of what to do and not to do when pitching stories. What’s your story?
