Most PR pro’s will tell you that pitching a story is very hard, because it is.
To that end, below the jump are 5 pitching tips from the Daily Dog via the Tech Affect blog “Hitting the Home Run: 5 Pitching Tactics from the Associated Press.“
I’ll save you some time and paraphrase the 5 points for pitching the AP:
- Data is scrutinized
- Don’t pitch an old story
- E-mail subject = headline
- AP does NOT equal local news, and
- Timing, timing, timing.
I agree. Here are two additional thoughts I have found helpful:
One: a social account(s) is a reporter’s beat.
Most of us are accustomed to reading the newspaper, scanning articles of interest to us and noting the applicable reporter by-line. This allows one to more easily target a subject specific pitch to the appropriate reporter(s). Nowadays, that’s just not enough.
Nowadays, scour a reporters Twitter feed to supplement your pitching intelligence. A news story may change several times in a day. Whereas an hour ago reporters were finishing a story for publication, two hours later they are looking for expert reactions. Typically you will find out about this first via social.
Two: Say it several ways.
Everyone will tell you to pitch a story by tailoring it to the person, I am telling you to pitch a story to the same person in multiple mediums.
Let me be clear. Do NOT badger. No one likes that and it will make you persona non grata. Yet, everyone uses social media differently and everyone uses different social media (re-read that sentence if you don’t get it.)
So, to cover your bases simply use the Share Page function via HootSuite, a multi-account, auto-share tool, which insures that my pitch — typically 140 words or less — is posted or direct shared across multiple accounts and at the right time.
Enjoy these two extra tips for pitching in the social age, and feel free to leave your war stories.