Fendler Communications has worked with media for many years. We’ve witnessed the rise of the internet, wireless, and social media, and we know media relations will continue to evolve alongside new communications technologies. That’s why we constantly knock our heads together to discover what works and what doesn’t. A recent survey of our team members reveals several universal truths for successfully communicating on behalf of a client and pitching media, whether it’s an old-school newspaper editor or a blogger. Enjoy!
1. Learn the beat
Familiarize yourself with the journalist’s beat. Read their past articles, learn their interests, and pitch accordingly.
2. Nix e-mail blasts
Nothing risks the delete button (or mark-as-spam button) more than a generic e-mail.
3. Creativity is king
Company’s hire PR agencies for their creativity. Rise to the occasion.
4. Craft killer subject lines
Think like a journalist and don’t burry a great lead.
5. Keep the first pitch short and to the point
’nuff said.
6. Embrace ancient technology
A quick phone call. A handwritten note. Time consuming? You bet. But these forgotten old-tech methods still work wonders.
7. Follow up
Gently remind journalists that you are there to assist them with interviews, background information, images, and the like. Don’t bug them. When they ask for help, over deliver.
8. Keep in touch
Much of media relations happens between pitches. Drop a writer a line and compliment them on a recent article. Offer industry news and story suggestions, even if it doesn’t involve your client. Build relationships and earn your status as a trusted source.
9. Listen
Journalists often already have a story idea in mind. Listen closely to what they want. Tailor your pitch accordingly.
10. Say thank you
It’s true, everything you learned in kindergarten holds true in PR. Thank journalists for positive coverage of your client. Bite your tongue and give double thanks for the useful feedback if the coverage is negative.
By Brock Foreman
