This is an archived blog from when I ran Conscious Public Relations Inc. from 2008-2018. Excuse the potential outdated-ness!
Reviewing the basics of PR pitching
I recently met with a keen colleague who was curious about the world of Public Relations. She has an amazing skill set, but felt she lacked experience and confidence, especially when it came to pitching media. She asked me a few questions and it reminded me that we (even us in the biz) could all use a refresher on what PR is, and how to do it. I give away all my secrets for free via our free Publicity Guide and video how-tos, but here is another place to start.
Question 1: Do I need to go to school for PR?
Answer: No. You will get a background of PR theory and be guided step by step by teachers on how to do things, but the best way to “do” PR is to be on the job in the real world. Gini Dietrich posted a FABULOUS infographic on Spin Sucks recently about the elements of PR (below). People still confuse PR with Publicity and it’s important to know the difference. The Marketing program at BCIT offered separate Public Relations and Media Relations courses and MR is where you would get the most experience in pitching stories to media.
Question 2: How do I know if a news release is good enough for media pickup?
A: In all honesty, you don’t. I might think my e-mail pitch is on fire, but you really don’t know how it’s going to be received on the other end. Many media are so busy that they may not even get to read their emails and might only use subject lines to determine whether or not they’ll cover a story. Which brings me to news releases. You do not need to write them! Releases are becoming old fashioned because they are so long to read. In rare cases if a client requires one, I will typically recommend it be hosted on a media resources or newsroom page online, where we can link to it in our emails.
Lastly, the first sentence in an email pitch is the most important one. It HAS to contain the hook of the story. Like the crooner of a rock band. I’ve never used that analogy before, but it’s true. Everything else is the band. The first sentence and the subject/headline is your Taylor Swift or Beyoncé.
Question 3: Do I have to use the phone to follow up?
A: Yes. This depends on preference though – some bloggers have asked us not to call them, and for good reason as our 9-5 calls usually end up disturbing them during their day jobs. For most other media though, phone is the BEST way to follow up especially for the folks who have only scanned through your initial email OR subject line and haven’t gotten a chance to act on it yet. For the love of God though, PLEASE don’t call right after you’ve sent an email. Total no-no and PR becomes “public annoyance” in their books.
Twitter can be a good substitute for phone follow-ups, but again, be mindful of preferences.
Question 4: How do you remember all of the media’s preferences?
A: Have a good memory. Just like you wouldn’t buy a gift for someone from a store they loathe, pay attention to people’s preferences if they change departments within an outlet or jobs altogether. Can’t remember all this stuff? I wouldn’t expect you to. Take good notes in your database. And nourish it until you stop doing the work altogether. I’ve been building our database for 10 years, and it still isn’t 100% accurate.
Wherever you are in your PR or Publicity journey, good luck!