Another media list service is BurrellesLuce
What is the difference between being a PR practitioner and a publicist?
1. Research the outlet/journalist – Research means not only
using a media database service, like BurrellesLuce Media Contacts, to pull a
list. It means digging deeper – looking at past stories, reading the
journalists’ or outlets’ blogs. In other words, virtually getting to know the
person so that you are sure your news is a good fit. I’m not saying that
you can’t include general or features reporters as long as you tailor your
pitch to their interests. The more familiar you are with a writer’s work, the
better your chance of success.
2. Know your story – Of course, you say, “I know my story.”
But do you, really? Are you capable of presenting it in 30 seconds? It’s not a
bad idea to practice your pitch with colleagues or friends. And, ask yourself:
why is this story newsworthy? Be able to explain the significance of the story,
the unique angle, the connection to their readers, and its relevance. Have
facts, statistics, photos, quotes, back-up stories, and experts where you need
them. I’ve been told that an old writers’ rule is “show the story, don’t tell
the story” – remember that when pitching. One final note – never, never, ever
lie or make-up an answer. It’s always better to admit that you don’t know, as
you can then find out and get back to the reporter ASAP rather than to risk
yours (and your client’s) reputation.
3. Be available (but be patient) – Be prepared when you’re
ready AND when the journalist is ready. It goes without saying these days that
you should include your cell number, email address, Twitter handle or any other
way the reporter can reach you instantly. Journalists are often working on tight
deadlines and may need you on the spur of the moment. However, keep in mind
that it’s just as likely that your pitch may “sit and stew” for days, weeks or
months. Remember, you are not likely to get a promise of coverage so don’t
alienate the reporter by being a pest.
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