Relationships are PR gold and once you’ve given a journo some great content in the way that they like it presented, you’re on your way. But cold pitching a new contact can be hard, so if you want your pitch to make it past the post here’s six things to avoid before picking up the phone/email/Twitter.
- Vague pitches. Let the journo know exactly where you can see the piece you’re pitching running in the publication. Don’t make them work to figure out where they can put it, it’s our job to make their life easier.
- The same story angle. The last thing a journalist wants is to feel like there are just one email address in a very long BCC list. Make each pitch tailored personally to them and tell them why the angle is perfect for them and their publication.
- Pointless follow ups. If you don’t have anything additional to add, don’t waste the journos time. Make sure you have new info/pictures or angles to bring extra value to the table.
- Un-researched pitches. If you send a beauty story to the political editor or a fashion piece to the sports writer you can forget about it… and any credibility when you actually go to pitch sports or politics.
- Boring stories. Ask yourself would I click on/read/share this piece? No? Time for a new angle.
- Not being medium specific. Want broadcast? Talk up the talent/visuals. Want online? Send great pics and snappy pitches. You get the idea.
Basically, use common sense! Don’t annoy people. Make sure you’re doing whatever you can to build great relationships with the media, whether it be following them on Instagram or sending a non-pitch related email letting them know you read a great piece they have written. And remember, quite often, they need us as much as we need them.
