When pitching a client to media, knowing which journalist or editor to pitch is just as important as knowing what to pitch. Thanks to PR and social software such as Cision and Vocus (two companies that recently joined forces), a plethora of media contacts are at our fingertips, but what’s in a name unless you know how to use it? Here are a few quick tips to ensure your message is reaching the right ears.
Don’t Forget the Underdog
The mistake commonly made in building media lists and sending pitches is to go straight to the publication’s head honcho. Seems to make sense right? Place your story into the hands of the one with the most power? The problem with this thinking is that with great power comes great responsibility, and more often than not that means the editor of the magazine on your client’s champagne list has more pressing things to do than sort through pitches. A better approach is to target the writers, reporters, and assistant editors who are looking for stories on a regular basis as part of their job description. Think symbiotic relationship.
Leverage Online Opportunity
With the digital world transforming many news outlets and even magazines and online versions receiving more traffic than their hardcopy counterparts, it’s important not to skim past the online versions of your target publications. More often than not, the digital staff is completely separate from the print side of the publication, which opens up a whole new arena of writers you can pitch. Even better, with the pressure of the Internet’s daily and hourly deadlines, online writers have a much wider net to cast for story opportunities.
Heed the Power of the Blogger
It may be a battle to convince your client it is worth the effort, but targeting bloggers that specialize in your client’s trade is priceless. Like it or not, many bloggers have a huge influence ranking, and sway readers even more than some publications. Bloggers are relatable to their followers. Instead of some faceless name talking at them, bloggers are personalities that readers identify with and trust. Build the case for these placements and pursue them. It’s worthy of your time and your client’s dollars.
Research Your Freelancers
When trying to crack high-volume publications, sometimes the names offered on the staff page just aren’t enough. If this is a publication that carries a lot of weight, these people are more often than not getting bombarded with emails from every angle. But your secret weapon might be right under your nose. Do your research. Browse competitors’ online pressrooms, and look up individual writers’ names that appear on articles. A lot of times, major publications outsource to freelance and contract writers to fulfill their content quota. Not working off the steady income of a biweekly paycheck, freelancers are hungry, and you just might have the content they’re craving.
Want to see more awesome posts like this?
Sign up to receive updates and be one of the first to know when we have fresh content!