The PR world is fast, always changing and demanding results. In an industry where some wish for more hours in a day and more days in a week, it is imperative to fully evaluate each and every task to ensure the maximum amount of value is derived from every assignment.
Last week I sat in on a great PRSourceCode Webinar with Brian Watson, editor in chief of CIO Insight. Although the days of lugging around textbooks, college-ruled loose-leaf paper and No. 2 pencils are long behind us, the Webinar reminded me to uphold the one basic principle of any good student: do your homework.
We often forget the little things such as how to share or the ABC’s we learned in kindergarten. Brian stressed that it is essential to understand what beat reporters cover and recognize what the publication is focused on. Seems like simple enough advice, but I’ve seen many fall victim to pitching out news to the wrong reporter - or to the wrong publication altogether - in a failed and frantic attempt to rack up some extra coverage.
So ask yourself these questions: Are you really ensuring the best use of your time e-mailing reporters who would not cover the topic at hand? Wouldn’t it be a better use of your time to research the publication, determine its focus, find the right reporter and start to build a lasting relationship?
One of the benefits of working at a boutique agency is that we have a focus. Our clients are business-to-business and technology companies, and by having this focus we are able to build better relationships with the media and industry analysts who focus on these areas.
Some other key points Brain touched upon in regard to increasing the chance of inclusion in a publication include:
• Monitor the publication’s Web site to determine the kind of content it publishes
• Know if the publication accepts product information or vendor news
• Wait a few days for a reporter to get back to you; do not spam them with follow-up e-mails and phone calls
• Determine the executive level the publication prefers to speak to
• Identify any ongoing topics or reoccurring editorial sections
Or, for shorthand – consider these quick ABC’s I like to use when pitching:
• Always be prepared – know what and to whom you’re pitching
• Be aggressive – follow-up with reporters but don’t spam
• Continue to monitor – new opportunities present themselves in different mediums; it’s all about how you look at them
Remember: embedded so deeply in the world of messaging sessions, coverage reports, news analysis, media training and tight deadlines, we often forget and lose sight of the one task that’s gotten us all so far; doing our homework. Sticking to the aforementioned tips may not guarantee you a hit in BusinessWeek or The Wall Street Journal, but it will definitely bring you closer to your goal.
By Danielle Mandragona
