Media Relations Tips Reporters Wish You Knew!
Picture this: Some thirty years ago, I was a fresh-faced junior PR associate, super eager but admittedly a tad clueless and very, very green. I once sent a pitch to a reporter at The Wall Street Journal, and, well, let's say it was more suited for a local school newsletter. The journalist's cheeky response was a wake-up call, but it also became the foundation for a mentorship that taught me the ins and outs of the media world. From my experience, mistakes, when seasoned with resilience and a pinch of humor, can lead to the most enriching learning experiences. Now, armed with tales of triumphs, missteps and lessons learned, I'm here to share the PR secrets that might save you from sending your own "school newsletter" pitch. Let's embark on this media relations journey together, shall we?
1. Building Genuine Relationships:
Ah, relationships. Remember high school? Just like you wouldn't ask someone to prom without getting to know them a bit first, you shouldn't pitch to a reporter without building some rapport.
Anyone who knows me knows that I'm a devout follower of Peter Shankman. In his book, Can We Do That?!, he recommends offering help vs. pitching to get to know a reporter. He calls this "good karma." And you know what, it works. I've used this strategy countless times and almost always, it works. (If you haven't read this book, stop what you are doing and go order it. You can thank me later.)
Here is an expert from his book:
"Dear Jonathan, Consider this a PR guy's attempt at good karma for a Sunday afternoon, when it's snowing and quite frankly, just too cold to go outside into the freezing depths of Manhattan. So I'm sitting on my couch with my two psychotic cats (http://www.geekfactory.com/geekcats.htm) and figured it was a good time to do my yearly "PR karma."
First off, this is SO not a pitch. Quite the opposite. This is an offer of help. I do this about once a year—the media seem to like it.
In a nutshell, I'm inviting you to source me. Add me to your email list when you're desperately seeking a quote at 11 minutes to deadline. Call me when something major breaks. Put me in your Rolodex and feel free to dial.
And, no, this is not to get me in the press.
Basically, I just know a LOT of people. Between the amount of time I travel for business (in excess of 200k miles a year), the number of advisory boards on which I sit, the amount of clients I have and the fact that I'm just a talkative (some might say hyperactive), nice, ADHD guy who only sleeps about four hours a night to begin with, I have a Palm Pilot bursting at the seams.
This isn't about my clients, by the way. In fact, they're the smallest category. Mostly it's people I've become friends/colleagues with in some capacity, who do the most random things. Identity theft investigators. Litigators who only work on animal-related lawsuits. The guy who manufactures the laces that are used in 75 percent of the world's sneakers. Knitters who only knit with soy, bamboo or hemp yarn. The Director of Arts Education for the NYC Department of Education. A director of security for a large nationwide upscale department store. A child psychologist who only works with highrisk, suicidal kids. A guy with over 5,000 skydives under his belt. A former Navy SEAL who now teaches mortals like me how to stay in shape. A guy who designs solar clothing that lights up with messages on the back. All friends, people I've met on airplanes (or while jumping out of them), at sushi dinners, while running marathons or while swimming the Escape From Alcatraz Triathlon (which was, as expected, REALLY cold).
Really RANDOM people—I happen to know them. Mostly because I do really random things.
I also have some great clients—Dream Catcher Retreats, AirTroductions, OpSec Security and a bunch of others. In addition, I throw a good number of events and parties during the year and am constantly looking for members of the media who would enjoy attending. If that's you, let me know as well. See, I don't sleep much.
So, like I said, consider it good karma. I run a PR shop in New York called The Geek Factory, Inc. (www.geekfactory.com). If I'm able to offer you a source that winds up helping you get in under a deadline or makes a story more colorful, then cool. If it helps a client, great, but if it doesn't, like I said, it's all about karma. Who knows where it will lead?
Anyhow, source me. That's my offer for this afternoon. My contact information is below. Add me to whatever Rolodex you're currently using and if I can help in any way, feel free to call.
All the best,
Peter Shankman
CEO
The Geek Factory, Inc.
PS Don't worry—this isn't a list from which you need to be removed. I won't start sending out weekly updates or anything, I promise. And to answer the second most frequently asked question, I got your name from Media Map, the PR/journalist tool."
The point here isn't to become BFFs with every journalist you meet (though wouldn't that be nice?). It's about recognizing that before they're reporters, they're humans. Find common ground, share a laugh, offer to help them and respect their time and interests. Regarding media relations, a little sincerity goes a long way. Remember, it's called public relations for a reason.
2. Crafting the Perfect Pitch:
Imagine ordering a glass of sauvignon blanc and getting cabernet sauvignon instead. Sure, cabernet sauvignon is great, but it's not what you had your heart set on. Frustrating, right? That's how reporters feel when they receive an off-target pitch. But when done right, a pitch can bridge your brand and that coveted media coverage.
I'll never forget the day I sent a pitch to the Associated Press for an amazing exclusive about a World War II photographer. I was so excited about this exclusive that I wrote a three-page-long email detailing every nook and cranny. The response? Silence. A week later, I shared my pitch over coffee with another PR friend. She took one look and said, "Whoa, this is War and Peace, not a pitch!" She then helped me distill it down to three punchy paragraphs. I sent the new pitch out and voila! I had two reporters interested within the hour.
Crafting the perfect pitch is a blend of art and science. It's about understanding the reporter's needs, aligning them with your story and presenting it compellingly and concisely. The lesson? Less is often more and relevance is key. And remember, just like you wouldn't appreciate someone monologuing at a party, reporters appreciate pitches that are engaging and to the point.
3. Become a Reliable Source:
Picture this scenario: You're at your favorite coffee shop, ready to enjoy a quiet moment with your go-to latte. The barista, recognizing you, starts making your drink even before you place the order. That familiar nod and the perfect latte every time is what keeps you coming back, right?
Similarly, in the world of media relations, consistency and reliability can make all the difference. Not too long ago, I was deep in a campaign centered around electric truck engines for work trucks. Grasping the intricate details and the significance of getting every fact right, I dedicated hours verifying specifications and performance data. When I eventually presented our insights to a top automotive journalist, the gratitude she showed for the thoroughness and accuracy was palpable.
Over time, this diligence in providing her with accurate, trustworthy information transformed our interactions. My emails to her were no longer just another PR professional in her inbox; I became a go-to source for her.
The essence here is simple: Always strive for accuracy. Mistakes can happen, but by consistently providing reliable information, you're not just pitching a story but building a trustworthy reputation. And in this game, a good reputation can be your most valuable asset.
4. Understanding the Reporter's Beat:
Let's liken this to music for a moment. You wouldn't play a country song to a dedicated metalhead and expect them to headbang to it, right? In much the same way, sending an automotive innovation pitch to a health and wellness journalist might not strike the right chord.
Case in point: I was excited to promote our partner's innovative massage therapy techniques in my early PR days. Enthusiastically, I sent off a comprehensive pitch to a roster of journalists. One journalist replied, "While this sounds amazing, I primarily cover tech and gadgets. Got any insights on ergonomic office chairs?" Blushing at my oversight, the need for thorough research became abundantly clear to me.
Taking the time to delve into a reporter's recent articles, understanding their areas of interest and aligning your pitch accordingly can make a world of difference. Not only does it show respect for their work, but it also significantly increases the odds of your story catching their eye. So, tune into their frequency and ensure your pitch harmonizes with their beat.
5. Timing Is Everything:
Have you ever tried catching a bus without checking its schedule? Chances are you might find yourself waiting too long or, worse, just missing it by a fraction of a second. The world of media relations isn't much different.
During a whirlwind of preparations, our team was all set to announce the launch of an innovative social media platform startup. We genuinely believed this was our moment — the announcement that would capture major media channels. We chose Friday, December 14, 2012, as our big day and sent out a barrage of pitches with high hopes. Yet, the response we received was sobering. When we checked in with CNN, the assignment desk solemnly responded, "It seems you're unaware of today's tragic school shooting in Connecticut." We immediately turned on the television and saw the horrific event. Instead of a positive response, we unintentionally looked out of touch and callus. It was a stark reminder of the unpredictability of news and the significance of being sensitive to the broader context in which we operate.
That humbling experience underscored the critical nature of timing in media relations. Had we just checked the headlines first, we could have delayed the pitch to the following week. It's vital to stay attuned to the larger media environment.
Positioning your announcement during a period when journalists are actively seeking fresh stories, away from the clamor of major news events, optimizes your story's chances of capturing attention. In the intricate ballet of media relations, it's not just about the choreography but ensuring your performance aligns seamlessly with the ongoing rhythm.
6. Engaging, Not Intruding:
Consider that comforting aroma of freshly brewed coffee in the morning. It gently nudges you awake, never overpowering. Now, imagine that same aroma amplified tenfold, becoming almost suffocating. Suddenly, something delightful turns less so.
In media relations, the frequency and nature of your follow-ups can evoke similar sentiments. I recall a campaign we ran for a health and wellness partner. Eager for coverage, I sent out pitches and followed up with a journalist from a tier-one lifestyle magazine. When I didn't hear back within a day, my anxiety took over, leading to multiple follow-ups in a short span. Eventually, the journalist responded, "I was interested, but your incessant emails have changed my mind." It stung, but it was an invaluable lesson.
The art of the follow-up is about striking a balance. It's essential to show you're keen and available for further clarification, but giving journalists the space to process and decide is equally important. Respect their timelines and understand they're juggling multiple pitches, deadlines and stories.
As you navigate the dance of outreach, be that gentle aroma that captivates rather than an overpowering presence that repels. Remember, persistence is admirable, but patience is golden.
7. Crafting Compelling Story Angles:
Picture this: you're at a bookstore, browsing through countless titles. One particular cover catches your eye, not because it's flashy, but because its title offers a fresh perspective on a familiar topic. You're intrigued and just like that, you're hooked.
In the intricate tapestry of media relations, it's often less about the 'what' and more about the 'how' you weave the narrative. Let me share a story that brings this to life. We were tasked with promoting The Little Black Dress Experiment, a brainchild of Valarie Elizabeth from Society Stylist. The essence? She demonstrated to readers that fashion doesn't necessitate buying 31 outfits for the month. Instead, a single little black dress with the right accessories could be reinvented daily. While the pitch could've been just about this innovative fashion idea, we chose to angle it as an economic story. Considering it was 2019, with the world grappling with a significant recession, this perspective struck a chord. The result? The Associated Press latched onto it, and their print and video segments went viral.
This experience cemented a pivotal lesson: always tune into the larger context of your story and unearth angles that resonate more broadly. Dive deep, find the untouched narratives, and don't shy away from challenging prevailing notions. By framing your story from diverse perspectives, you enhance its allure and widen its audience.
Conclusion:
Those well-thought-out, uniquely spun stories make an indelible mark in today's deluge of information. So, as you pen down your next pitch, expand your horizons and focus on the overarching, compelling narrative.
Fast forward from that cheeky email I got from the journalist three decades ago, and here we are. From the blush-inducing missteps to the applause-worthy successes, the world of media relations has been a roller-coaster of learning for me. The key takeaway? Treat media relations like any other genuine relationship in your life. Understand, respect, engage and most importantly, listen.
Remember when you surprised your friend with their favorite Starbucks drink because you knew they'd had a tough week? That's the kind of attention to detail and empathy we're talking about. Think of every pitch as that cup of coffee – tailored, thoughtful and meant to make someone's day better.
Viewing media relations as just another box to tick in the PR checklist is tempting. Still, the magic truly happens when you realize it's a symbiotic relationship built on trust, understanding and a shared love for a good story.
To those just starting on this journey, buckle up! The world of media relations is as exhilarating as it is challenging. And to the veterans out there, let's continue to share, learn and evolve together. After all, behind every headline, there's a PR pro and a journalist, each with their unique tale to tell. Let's ensure those stories are worth recounting over and over again. Cheers to the tales we weave and the bonds we forge!
Everyone has a story to tell; let us be the ones to tell yours. Let's get to work.
Call us today for a free consultation. As we said, everyone has a story – let us help you tell it!
TrizCom Public Relations
972-247-1369
For a deeper insight into media relations, explore TrizCom PR's compelling case studies at https://www.trizcom.com/pr-case-studies.
