5 Ways to Pitch to the Press Without a Cold Call
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Transcript of 5 Ways to Pitch to the Press Without a Cold Call
5 WAYS TO PITCH TO THE PRESSthat don’t involve a cold call
Sorry Wrong Number, 1948
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In case you thought pitching is archaic
68% of journalists surveyed said their lives would be harder without press releases
Source: BusinessWire 2014
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What goes into a good pitch
Preparation
• Successful pitches require research• The phone call is usually the last step – can
be amazingly effective• If you hate phones, these 5 methods are
part of the process
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Method 1
Shine a spotlight on journos’ work
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The prerequisite
Actually reading what they write
• Read understand share• Use the platforms available to you • Link to their work when creating content for
yourself or clients• Reshare their posts on social media networks• Quote them
• Requires that you know what’s going on out there
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Method 2: Don’t just sit there
Be part of the conversation
Legally Blond, 2001
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It’s not enough to digest
Respond to their work
• Post your comments online• Absolutely no selling• Self-serving comments backfire
• Ask question(s) if they’re relevant• Offer genuine insight • Opinion is not insight• No one’s interested in what you feel
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Method 3: Fine, write an email
Make sure it’s worth reading
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If you’re dead set on email …
At least make it interesting• Emails that are read:• Get to the point in the first 3 lines• Keep it to 1 screen; no hemming or hawing• Prioritize the story and eliminate puffery
• Here’s a challenge: Replace all I’s with you’s• ‘I thought I’d reach out to you’ = Instant delete• No one’s interested in what you thought
• The story comes first; your interests second
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Method 4: Organize a face-to-face meeting
Still the best way to know the person you’re pitching to
The Devil Wears Prada, 2006
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Cut through the clutter of all the other pitch emails
Ask the journalist out• Coffee or drinks – Short and sweet• Lunch/dinner: Too much time/commitment • Interview them; ask questions
• Or: Introduce yourself during functions• Go up to them after they speak at events• Always offer a business card/ask for one• Send a thank you email after meeting and
ask if you can be of help anytime• Not all will connect on LinkedIn
ImageEvent, Images by Kim
Method 5: Write an old-fashioned letter
Because receiving anything handwritten is a luxury today
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Penmanship is so archaic, it’s actually cool
A handwritten note rocks• Make sure your contact has a physical
address first• A thank-you card is a memorable touch• Use good stationery• Crane’s note cards + a well-chosen stamp
• Enclose your business card• Add product samples only if relevant• Don’t send gifts
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To recap
Pitching via phone works but if you’re not quite there yet …• These 5 methods help the overall effort
1. Shine a spotlight on the journo’s work2. Be part of the conversation3. Write emails worth reading4. Meet face-to-face5. Send a handwritten note
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