PR 317 - Chapter 6 Notes

A Paper Media Kit -

- A paper media kit is often used for media briefings on the launch of a major new product, the announcement of a merger, or even the opening of a new hotel or restaurant. ex. Fineman Public Relations in San Francisco, for example, prepared a paper media kit for Foster Farms when it announced a new research facility at Fresno State University. Michael Fineman, CEO, explains, "...media had the information already printed out in front of them. This helped lay out the facts and anticipate the most likely questions. We supplemented these materials with flash drives. Media on the tour reviewed the press kits during the 45 minute bus ride. I believe it gave them a solid foundation and jump start on content development."

Company Profiles - 6.2.2

- A second kind of fact sheet gives background information about an organization. This is also referred to as a corporate profile. Typical headings may include: - Organization's full name and headquarters address - Products and services produced - Markets served - Annual revenues - Stock market ticker or symbol - Number of employees - Name of CEO - Position in the industry - Name of public relations person and contact information - organizations vary in how they prepare their profiles. ex. McDonalds, for example, has several short paragraphs in a one-page profile that provides an overview of the company's extensive operations. The introductory paragraph notes that the fast-food chain serves "70 million customers in over 100 countries each day." This is followed by other short paragraphs with the sub-heads "Our Strategic Direction," "Reporting Segments," and "Restaurant Ownership." The page also gives links to the company's current annual report, SEC filings, and Investor Tools. ex. 2 Toshiba takes a different approach. It has a 24-page corporate profile that summarizes its corporate philosophy, its worldwide products and services, company history, and its record of corporate social responsibility (CSR). - Most organizations, including Southwest Airlines, have their corporate profile on their website. - Another good way to get fast facts about a major organization or company is to view the company's page on LinkedIn or Yahoo Finance for stock prices over a period of time and recent news stories about the organization.

What other Information might you include in a Media Alert?

- For a musical event such as the Long Beach (CA) Pride Festival, the media alert offered bloggers and broadcast journalists a B-roll that said, "Live music performances by Eryn Woods and the Millionaires on the Main Stage at the Long Beach Lesbian and Gay Pride Festival, including the performance of Eryn Woods custom song about condom use, "It's a wrap," which was composed for AHF, distribution of thousands of condoms, free rapid HIV testing by The AIDS Healthcare Foundation (ALF)." - A media alert announcing a news conference about the results of a survey often includes the key findings of the survey in bullet form. The Consumer Federation of America (CFA), for example, listed seven findings from a survey about consumer knowledge of credit card scores. One teaser for journalists to attend was "The four best ways for consumers to raise their credit scores." - Intel, in alerting the media about the date and time of an exhibition of finalists in a high school science project competition, included some quotes to encourage coverage. Wendy Hawkins, executive director of the Intel Foundation, is quoted as saying, "We hope the competition will not only shine a spotlight on the finalists' achievements, but also encourage more youth to embrace science, technology, engineering, and math." The alert also gave links to various websites about the need for more science and engineering students in the United States.

More on Media Advisories -

- For web news conferences, the media advisory lets reporters know how and when they can sign on to the webcast for the event. - Advisories also are sent regarding satellite media tours by experts and celebrities. - Another kind of media advisory lets reporters and editors know about an interview opportunity. ex. Korbel Champagne Cellars, for example, let journalists know that its "marriage proposal" expert was available for interviews during a 2-week period in July. The "interview opportunity" even suggested five other timely topics that he could discuss. Korbel also sent print media and broadcast stations in the Dallas area an advisory that a Dallas couple was one of the three finalists in its "perfect proposal contest." Also made available to the press was a photo of the actual marriage proposal on the stage of the Palace Theatre in New York where "Aida" was playing. And finally, the advisory let the editors know that the couple was available for interviews. - Although there is the standard format of what, when, where, who, and why in a media alert, the additional information provided depends on the event or announcement.

Components of an Effective Pitch -

- Given the statistical odds, it is important that you understand the components of an effective pitch that will substantially increase your odds for getting a story published or broadcast. The 6 Key elements of a Good Pitch should have: - Enough facts to support a full story - An angle of interest to the readers of that specific publication - The possibility of alternative angles - An offer to supply or help secure all needed statistics, quotes, interviews with credible resources, arrangements for photos, and so on - An indication of authority or credibility - An offer to call the editor soon to get a decision - A successful pitch involves three phases: (1) researching the publication, broadcast show, or blog, (2) developing the pitch, and (3) following up.

The Digital Media Kit -

- Most organizations today, however, have gone digital with their media kits. - Digital media kits (also known as electronic press kits or EPKs) offer several advantages in addition to being cost effective. - They are more versatile than traditional printed media kits because they can include multiple pieces of information in a variety of formats (text, video, photo, audio, animation, etc.). - All this gives the journalist much more flexibility and choice than does the traditional printed kit. - Another advantage is that digital media kits expand the potential audience. ( Traditional media kits were sent only to media outlets. ) - Today's media kits, if well designed, have the potential of reaching a wider audience of consumers, independent bloggers, online forums, and other websites via social media tags and RSS feeds. - Today's media kits, also commonly called press kits, are usually in digital format. Other advantages to digital media kits include: (1) storage and filing simplicity, (2) ease in forwarding materials to others, (3) faster access to company or public relations contacts, and (4) elimination of newsroom clutter. - Kelly Brooks, marketing communications manager for Coca-Cola, offers another reason why reporters covering events, such as the Olympics, prefer EPKs. ---> She says, "Reporters would rather use a Web-based tool when it's convenient for them than lug around a bulky kit." - A digital kit, of course, should have the same components as the traditional print version. Craig McGuire of PRWeek explains that there should be: - well-written, fact-filled description of the subject, as well as - product/event sheets, - press releases regarding newsworthy items, bios, and backgrounders on key subjects, - testimonials, articles from archives, perhaps a calendar or itinerary, and - always a contact sheet. McGuire adds, however, that the major change is how all these materials are presented. - Digital kits have the technical capacity to enrich content by offering a gallery of outstanding photos, embedding hyperlinks to websites, or providing video demonstrations of how a product works. ex. Electronic Arts (EA), for example, effectively shows entertainment reporters and editors simulations from its various video games. ex. Movie studios promote new films by providing film clips, interviews with the stars, and production facts. - Multiple platforms are used for digital media kits. ex. The California Academy of Sciences, for example, distributed a CD to the media to publicize its "Life: A Cosmic Story" exhibit at its new Morrison Planetarium. The CD contained : (1) 16 high-resolution photos, (2) a video trailer with a link to more YouTube videos, (3) a basic news release about the exhibit, and (4) a bio about the director of the planetarium. - USB flash drives are now replacing CDs for many organizations. ex. HP, for example, used a flash drive to distribute the media kit for a new PC. The thumb-sized drive contained the following items: (l) two news releases, (2) a fact sheet and spec sheet, (3) multiple photos of the new computer from various angles, and (4) a short video with the chief designer describing the innovations built into the computer. - Most savvy organizations also maximize distribution and public accessibility of their media kits by posting them in the news rooms of their website. ex. IBM, for example, has about 20 media kits on its website newsroom with such titles as IBM Mobile First, IBM Cloud Computing, and IBM Smarter Health Care.

Media Advisories -

- Often called media alerts, their purpose is to give the basic details (who, what, where, when, why) of an event to encourage media attendance and coverage. - Assignment editors use media advisories to assess the newsworthiness of the event and assign staff to attend. _________________________________________________________________________ - Media advisories are also called media alerts because they tell assignment editors about upcoming events that they might be interested in covering from a story, photo, and video perspective. - The most effective advisories don't just announce an upcoming event but also take the time to list possible (1) story angles, (2) interview possibilities, and (3) visual elements that would interest photographers and television crews. - A media advisory,(unlike an event or exhibit fact sheet that is more generic) is specifically designed to inform journalists and broadcast news editors about the time and location of a specific event in case they want to cover it. - The most common format uses short subheads followed by one or two descriptive sentences. A typical one-page advisory might contain most or all of the following elements: - Date - Headline announcing the event or situation - Contact person's name, phone, email (can also be listed at end of advisory) - Brief description of the event or story idea - The appropriate five Ws and one H of journalism—who, what, when, where, and why, plus how - Interview opportunities - Visual elements for possible photos and video - Brief paragraph giving background of sponsoring organization ex. Gain, a manufacturer of laundry detergent and softeners, used a typical media advisory, or media alert, to announce the unveiling of an art installation at a Bronx Laundromat and community efforts to brighten up Laundromats throughout New York City. ex2. Another example of a media alert for an event is the "World's Longest Salad Bar," a publicity stunt in New York's Central Park sponsored by Hidden Valley Ranch dressings. It was written in such a way that local reporters knew the details of "when" and "where," and television stations in other cities knew how to get video footage and soundbites via satellite. - Media alerts are also used to announce the time and location of a scheduled news conference or a visit of a prominent person or government official. ex. When the secretary of the U.S. Department of Health and Human Services visited a clinic in New Orleans, a basic news advisory gave the what, when, and where, as well as the HHS media contact. - News conferences are often webcast so reporters in other cities can "attend" without having to actually travel to the location. ----> That was the case when Foster Farms announced the establishment of a poultry education and research center at Fresno State University, which is distant from the major media outlets of Los Angeles and San Francisco.

Pitching a Story -

- Public relations personnel spend a lot of time and energy preparing materials such as news releases, fact sheets, and media kits. ---> but these efforts, don't amount to much unless they can convince editors or reporters that a particular story is newsworthy and relevant to their readers or viewers. One approach: - is to simply distribute the news release and let nature, so to speak, take its course. - Editors, as already noted, review hundreds of news releases and media kits every day and select the few that interest them. A More Efficient Approach: - is for publicists to make a pitch directly to a specific reporter or blogger with a newsworthy angle that entices them to write or produce a story about their organization. - As you might guess, there is considerable competition to get the attention of an editor, broadcast producer, or a blogger with a large following. Bad News - - 40 percent of the journalists receive 20 or more pitches a day in the form of emails, phone calls, and tweets. Only 11 percent of journalists, according to Fractl's findings, often write a story based on content sent through a pitch. Good News - - is that pitches, like news releases, still generate a large percentage of the stories published or broadcast in the traditional and online media. ex. The leading tech columnist of the New York Times, David Pogue, told Ragan.com that about 60 to 70 percent of his columns came from pitches. However, the rate of rejection still remains quite high. While at the renowned paper, Pogue received about 150 email pitches daily. Some examples of pitches that have generated major media coverage are given later, in the PR Casebook.

Expanding the Publicity Tool Kit -

- The news release is the backbone of most publicity programs. - Several other basic publicity tactics that are regularly used to encourage and facilitate media coverage : (1) fact sheets, (2) media advisories, (3) media kits, and (4) pitches

Product Specification Sheets - 6.2.3

- The third kind of fact sheet is simply a summary of a product's characteristics. A fact sheet for a company's new snack product, for example, might give such details as: - nutrition information, - the production process, - pricing, - availability, - convenience, and - how it serves a consumer need. ex. McCormick & Company, a maker of spices and sauces for flavoring, provides a list of ingredients and its nutrition information for every one of its products. - Technology companies have more detailed "spec sheets" about new products. ex. Hewlett-Packard (HP), for example, uses this approach when it introduces a new computer or printer. What is on a typical Spec Sheet - ex. Spec Sheet for a Laptop The first page of the spec sheet for a new laptop gives consumers bullet points in plain English about its capabilities and major selling points. The second page, however, gives technical specifications about its operating system including its processor, hard drive, memory, video graphics, refresh rate, wireless connectivity, etc. - A variation on the traditional fact sheet is information presented in a question-and-answer format. - This format, often used on websites, is called an FAQ for "frequently asked questions." ex. HP, for example, supplemented its Internet news release on a new printer with an FAQ that answered typical consumer questions about the new product. Writing an FAQ for a Consumer Product - - When you write an FAQ, try to place yourself in the shoes of the consumer who is hearing about the product for the first time. What questions would you ask? FAQs on websites also give consumers, as well as editors, the opportunity to click various links (video, audio, photos, product specifications) to get even more information about a product.

The Traditional Media Kit -

- The traditional media kit, before the Internet, consisted of a 9- by 12-inch folder with four sides—a cover, two inside pages (often with pockets to hold news releases, etc., in place), and a back cover displaying the organization's name, address, and website address. - Another common feature was a slot inside to hold the business card of the media contact. Folders could also include slots for CDs. - This traditional format allows organizations to provide all the basic information and resources the media might need to cover a topic. ex. An example of a traditional media kit - is the one distributed by the Field Museum in Chicago when it opened the previously-mentioned "Maps: Finding Our Place in the World" exhibit. A print version of the media kit was sent to major media. The kit also included a CD that contained all of the basic print material plus 30 high-resolution photos as jpeg files. Together, the kit and the CD contained the following material: - About 30 photographs of rare maps and globes on display, with captions - The main news release about the exhibit - A media advisory announcing a media preview 2 days before the public opening - A description of the exhibits in each of the seven galleries, dubbed a "walk-through" - A feature on the technologies used for mapping today - Short background stories about the rare maps and globes being exhibited - A schedule of public lectures and gallery programs - Texts of radio public service announcements (PSAs) about the exhibits ex. A more creative approach was taken by Crayola - It created a colorful media folder to publicize its 25-city bus tour celebrating the 100th anniversary of the company. The package was a self-mailer that unfolded into a large round sheet 2 feet in diameter and featured artwork in a rainbow of crayon colors. The packet also included the following: - a colorful news release (localized for each city) - two feature stories about the history of Crayola and the addition of various colors through the years - an interesting piece of trivia: "Since 1903, more than 120 billion crayons have been sold throughout the world. End to end they would circle the earth 200 times." _______________________________________________________________ - Traditional printed media kits are still used --> but they are rapidly declining in use because organizations find it more cost effective and convenient to distribute the same information solely via CDs, email, flash drives, and online newsrooms. - However, pronouncements about the death of media kits in print form, like those condemning traditional news releases, may be somewhat exaggerated. - Many journalists still prefer the convenience of scanning a media kit in print form because it's less hassle and faster than opening up a series of digital files on a flash drive or an organization's website. - Consequently, many organizations and public relations firms continue to produce and distribute both a printed kit and a digital version.

Fact Sheets -

- These are one-page background sheets about an event, a product, or even the organization. - They are formatted in outline or bullet form and may be distributed with a news release, be part of a media kit, or be posted on the "about us" section of an organization's webpage. - A fact sheet enables journalists to quickly access basic facts about an organization, a product, or an event. __________________________________________________________________ - Fact sheets are essentially "crib sheets" for journalists. ex. If they are writing about a corporation, for example, they may want to include its annual revenues or even the number of its employees. Or perhaps they will want to add the actual weight and size of a new smartphone to their story. --> Such facts may not be in the news release, but an accompanying fact sheet often serves as a "cheat sheet" giving them instant access to the information. ________________________________________________________________ - There are three kinds of fact sheets: (1) event or exhibit announcements, (2) company profiles, and (3) product specification sheets. - Fact sheets primarily consist of bullet points or a list of categories on the left side of the page followed by a short answer on the right side of the page. - In general, information on a fact sheet should be very concise and easy to review in a few seconds. ex. Shedd Aquarium's website gives "fast facts" about the institution so journalists and bloggers can easily check basic facts that could be incorporated into their stories and postings.

Media Kits -

- This tool is frequently called a press kit. - It contains a variety of materials, such as news releases, fact sheets, photos, and short videos that are often assembled for major events and the introduction of new products/services. - The purpose of a media kit is to provide a variety of information in one place for the convenience of journalists and bloggers. __________________________________________________________________ - A media kit, also called a press kit, is usually prepared for major events and new product launches. - Its purpose is to give editors and reporters a variety of information and resources that will make it easier for reporters to write about the topic. A basic media kit may include the following items: - a main news release - a news feature story - fact sheets on the product, organization, or event - photos and drawings with captions - biographical material on the senior executive - video clips - contacts for more information, and - links to relevant websites - Creating media kits, like many public relations activities, is a team process. - It takes writers, photographers, graphic designers, and even videographers.

The Pitch -

- When a public relations person contacts a reporter or blogger on a one-to-one basis to "sell" a story idea, it is called making a pitch. - Contact may be made by email, phone, or even Twitter. - The purpose of a pitch is to convince a journalist that he or she should write about some "newsworthy" event or development in your organization.

How to Successfully Pitch Bloggers - 6.5.1

-Blogs also have different audiences and thus should be researched in advance. Six Questions that Public Relations Professionals should ask themselves before aiming a pitch at key Bloggers: 1 - Have you read more than the blog's most recent posts? --> A blogger's most recent posts might not be representative of his or her overall interest in topics and issues. 2 - Have you searched for any mentions of your organization? --> Search the blog for relevant product/service/industry terms to see if they have already been mentioned. You should be aware of what the blogger has already said about you or your organization. "If they are already covering you, you have a conversation opener for your pitch," says Dugan. 3 - Have you subscribed to the blog's RSS feed or email list? --> Subscribing to a blog makes it easier for you to follow posts and tailor a pitch around something that is already being discussed. 4 - Have you left a comment that is unrelated to your pitch? --> Blogs are designed to start conversations about a subject. Become a participant in the discussions so that you will have a relationship with the blogger before you make the pitch. 5 - Have you looked into how the blogger wants to be pitched? --> Look at posts and links from the blogger's homepage to find out how he or she wants to be pitched. Knowing a blogger's preferences and guidelines goes a long way in delivering a pitch that will be considered. 6 - Have you sent the blogger an email unrelated to your pitch? --> If you leave a public comment, Dugan says, "You should come up with another reason to introduce yourself to the blogger." - Dugan, interviewed by Ragan.com, says building relationships with bloggers comes first and pitching comes second. - He even suggests that you develop media contacts on social networking sites such as LinkedIn and Facebook. -----> These sites, Dugan warns, are for building relationships—not making a pitch. - Would-be Writers of pitch letters should be aware of: ---> current issues, ---> business trends, and ---> societal issues, so they can angle their pitch within the framework of a larger picture. ex. If the company is expanding by purchasing smaller companies, perhaps the story can be pitched from the angle that it's a case study illustrating the trend of consolidation in a particular industry. -There's also the issue of Timing - - ex. Magazines such as Wine Enthusiast, for example, want pitches about wine, food, and travel 5 months prior to the issue publication date. An influential blog on wine, however, may post an article with only a week's notice. - Editorial calendars can help public relations writers make a timely pitch to a journalist. ----> Newspapers and magazines, in particular, usually post a list of topics and special issues planned for each week or month of the year. ex. A newspaper may have a special section on holiday gift giving in November, so that's a publicity opportunity for a client or employer to pitch an article about its product as the "perfect gift" for Christmas. ex 2. By the same token, a travel magazine may be doing a special section on the Caribbean scheduled for January, so a resort in Costa Rica may want to pitch a story about its newly remodeled property. In sum: - knowledge of the publication, - the demographics of its audience, - its publishing schedule or plans are crucial to a successful pitch. ----> David Pogue of the New York Times expresses the frustration of many journalists. He told Ragan.com, "I get the idea that a lot of PR people inherit some database and they just blast everything to the whole list and I cannot tell you what a waste of time that is. It just turns the busy journalists against the person, that firm, and that client."

Event of Exhibit Announcements - 6.2.1

A fact sheet for an upcoming event, exhibit, or even trade show would use boldface headings to give such basic information as: - Name of event - Its sponsor - Location - Date and time - Purpose of event - Expected attendance - List of prominent people on program - Any unusual aspects or visuals that make the event newsworthy - The "event" may be a community-wide activity, such as a jazz festival, but it could also be the grand opening of a facility for homeless youth. ex. -The Field Museum of Chicago prepared a basic fact sheet about the opening of a new exhibit on the evolution of maps through history. The fact sheet gave: (1) the dates of the exhibit, (2) the number of maps on display, (3) a short description of some rare maps on exhibit, (4) hours of the exhibit, (5) admission fees, (6) the museum's address and telephone numbers, and (7) the corporate sponsors ex. Another Chicago institution, the Shedd Aquarium, included several fact sheets on its website under its "press kits" link. - The four fact sheets were: (1) an annual summary of outcomes such as 490,000 general admission tickets sold, (2) an overview of the museum's facilities and current exhibits, (3) the history and architecture of its facility, and (4) the fast facts - Event or exhibit fact sheets may also include relevant images. ex. For instance, the Monterey Bay Aquarium provided a basic fact sheet on its website that gave a thumbnail paragraph and photo of the various kinds of Jelly Fish that were part of a special exhibition.

The Follow Up -

A key component of the pitch is the follow-up. - Journalists receive hundreds of pitches, which often include a news release, so it's not uncommon that most of them get buried in inbox hell. - Although the phone call is not recommended for making an initial pitch to a reporter, it's a common follow-up method after sending a pitch or news release by email. Once the pitch or news release is re-sent, many public relations pros recommend re-contacting the reporter within 24 to 48 hours, but others recommend waiting at least a week. ex. In a LinkedIn discussion, one professional noted, "I would suggest a week. That gives them time to review it, discuss it with their higher-ups if there are any. When you call to follow-up, they will be prepared to discuss it one way or another." ------> The main idea is to not become a stalker; if you don't get any response on the first effort, don't keep calling. - Reporters and editors can also be quite blunt and tell you in no uncertain terms that they aren't interested. - Or they may be more polite and say they have already done a similar story recently, so they are not interested at the moment. BUT - You can impress them, and even change their minds, if you have done your homework and can say accurately why your story is different from the last three articles about similar subjects. -Despite your best efforts, however, you will face rejection on a daily basis. - It's part of the business and you should not take it personally. At the same time, as a learning experience, you should take a moment to ask whether your pitch could have been stronger. Re-evaluate : ---> Does it have too much jargon? ---> Was the pitch too "sales" oriented? ---> Was it focused on the needs of the organization and its audience?

The Telephone Pitch -

Despite the popularity of email, it still remains somewhat impersonal and easy to ignore. - Consequently, a case can be made for actually picking up the phone and having a real-time conversation with an editor or journalist. - the phone is an intrusive device. - The Business Wire survey of journalists found that only 2.2 percent of journalists and bloggers want to be "pitched" by a phone call or a message left on voicemail. - Many publicists say that you should never pitch first by phone for two reasons : (1) it's almost impossible to call a reporter at the "right time" because they are always busy working on a story or a deadline. (2) if you do reach them, you're forcing them to make a snap decision, which is often "no" just to cut the phone call short.

Pitch -

Jargon for making an appeal to an editor or journalist to do a story on your product of service.

Summary of the Chapter -

EXPANDING THE PUBLICITY TOOL KIT - - Public relations staff, in addition to preparing news releases, is also responsible for preparing other publicity materials such as fact sheets, media advisories, and media kits. - Another tactic in the publicity tool kit is called the "pitch." Public relations personnel constantly "sell" story ideas to reporters and bloggers. FACT SHEETS - - Fact sheets are a brief outline of an event, an organization, or a new product. - The purpose is to place basic and supplemental information at the editor's or journalist's fingertips. MEDIA ADVISORIES - - Media advisories, also called media alerts, tell assignment editors about an upcoming event. They often suggest photo, video, and interview opportunities. - Media advisories about upcoming events typically include the journalistic who, what, when, where, why, and how in outline form. MEDIA KITS - - Media kits, also called press kits, are packets of material that may include news releases, photographs, feature stories, fact sheets, position papers, backgrounders, and brief biographical sketches. The traditional media kit in print form is still used, but today's kits are primarily in digital form. - Digital media kits, also called electronic press kits (EPKs), are distributed in several ways: CD format, flash drive, or online through an organization's website. - Digital kits are cost effective and versatile. They often include audio soundbites, high-resolution photos, video clips, and product demonstrations. PITCHING A STORY - - The purpose of a pitch letter is to convince editors and reporters to cover an event or do a story. Pitches must be brief, raise interest, and come immediately to the point. - A successful pitch involves (1) researching the publication, broadcast show, or blog, (2) developing the pitch, and (3) following up. - Pitches are customized to each reporter or blogger based on the content, demographics, and circulation of the publication or blog. - Email pitches are preferred by most reporters. They must have succinct, creative subject lines designed to create interest. - The four parts of an email pitch are (1) subject line, (2) body, (3) call for action, and (4) signature line with contact information. - A telephone pitch requires the same preparation as writing an email pitch.

How to get your Pitch Noticed -

Most surveys show that journalists prefer to be pitched by email, but what steps can you take to ensure that your email pitch is relevant and on target? The following tips are adopted from a post by Jeremy Porter on his blog, Journalistics: (1) WRITING THE PITCH - Attention-Grabbing Subject Line - - Use a quick, descriptive subject line that leaves no question what your pitch is about. - Avoid common words in junk mail or spam such as "free" and "congratulations." - Don't use exclamation marks!!! Keep It Personal - - Show that you know what the journalist writes about and that you've done your homework. - Never cut and paste a pitch or use mail merge software to switch out names and details. Keep It Brief - - Get to the point in the first or second sentence. - Keep your pitch to 3 to 5 sentences. - If you have a lot of information to share, link a few key resources from the pitch. - Keep rewriting the pitch until it's down to as few words as possible. What Do You Want? - Say exactly what you want from the journalist. Are you offering an interview, an exclusive, or just providing background for future consideration? Give Them More Than They Need - Most journalists like to talk to multiple sources or organizations for a story. Provide additional resources, statistics, and research that might interest them. - Include links to related articles or some other nugget of information. - Never send attachments, however, unless the reporter has specifically requested them. Picture This - Offer photos and infographics that support your story idea. - Include links to a variety of images and file formats available for download. (2) SENDING THE PITCH - Where Did You Get an Email Address? - Verify the reporter's preferred email address; don't just rely on a standard media database. Never Mass Distribute - Try to avoid PR software and news distribution services that are built for mass distribution. - Pitching a large number of journalists at the same time, by cutting and pasting, is why journalists often complain about PR people and their pitches. Best Time of Day to Send Your Pitch - There is no best or worse time, but midday (10 a.m. to 2 p.m.) seems to be popular. (3) FOLLOWING UP - Ask What You're Doing Wrong - If a journalist is unresponsive or says no, ask what would make your pitch more interesting or compelling. - Ask if there's something you should keep the journalist in the loop about in the future. Be Courteous - Be polite to journalists, regardless of how you are treated. - Say "please" and "thank you." - Regularly read what journalists write; you'll double the success rate of your pitches.

The Email Pitch - 6.5.2

Once you've done your research, the next step is to write a succinct, attention-grabbing pitch that can be emailed to a reporter, broadcast producer, or a blogger. - Email is the most popular way of pitching a reporter. ----> According to a 2014 survey of 500 journalists by Business Wire, about 70 percent of journalists prefer email pitches that are short and to the point. David Pogue of the New York Times provides some examples of short email pitches : ex. One of his favorites, which resulted in a story, was "David, my client sells a laptop that can be dropped from 6 feet, get dunked in water, and survive 300-degree heat. Let me know if you're interested." ex. Another attention-getting pitch that resulted in a story was, "David, I see you've been covering digital cameras a lot. Wondering if you'd be interested in one that shoots underwater and costs less than $100? Press release below. Contact me if you have any questions." An email pitch has four basic elements: (1) a subject line, (2) the body, (3) a call to action, and (4) the signature. SUBJECT LINE - Probably the most important aspect of the pitch is the subject line. - If it doesn't generate the receiver's interest and curiosity as they quickly scan hundreds of emails, the pitch is deleted without a second thought. - The challenge of coming up with a good subject line requires a lot of creativity on the part of the publicist. ex. Subject Line = "Wearing Prada Can Be the Devil for Your Spine." Story Line = a hospital involved in spinal therapy for women who injured their spines by lugging around ever-larger designer handbags ___________________________________________________________________________ - Not all subject lines, however, need to be creative and clever. ex. Not all subject lines, however, need to be creative and clever. BODY - A pitch needs an enticing lead. - That means that you should avoid beginning a pitch with something trite, such as "I'm writing to inquire if you would be interested in a story about?..." <----That's a good way to turn off an editor. - opening lines that generated media interest: ex. Opening Line = "Would you like to replace your ex-husband with a plant?" The Story/ Pitch = a photographer who is an expert at removing "exes" and other individuals from old photos. -The lead should immediately raise curiosity or get to the point as soon as possible. -Personalizing the body of the pitch is also a good idea. ----> Fraser Seitel, writing in O'Dwyer's magazine, suggests that you should make a reference to a recent story by the journalist or blogger and relate it to the subject of your pitch. -You might, for example, write, "I've been reading your stories about organic farming and thought you may be interested in how XYZ grocery chair is certifying that the produce it sells is truly organic." - Although the content of a pitch letter is somewhat standardized for every media outlet, it's important to "personalize" the message to each editor or journalist.

Researching the Publication -

Perhaps the most important step is the first phase—doing your homework. - Pitches must be customized to a particular journalist, editor, and publication. - There is no such thing as a "one size fits all" pitch that is appropriate for all media. ex. Visa or MasterCard, for example, might pitch to a bride's magazine a story about the challenges of a young couple combining their finances. ex. ---> In contrast, a story might be pitched to the AARP monthly magazine about how senior citizens can reduce credit card transaction fees while traveling abroad. - Deciding what publication or blog to pitch can be the most challenging aspect of research. ex. If you're in the food industry, for example, the Cision media database has 2,200 print publications and 4,200 blogs. - You have to research which ones have the greatest audience, most influence, and geographical scope that best meets the subject matter and objective of your product or service. - A good way to begin your research is to read profiles of journalists and what they write about in media databases. - Another approach is to simply visit the website of the publication or broadcast outlet and also Google the names of reporters. ---> This often leads to their LinkedIn page and recent articles and blogs that they have written. - Even publications that appear to focus on the same subject matter often don't have the same audience characteristics. -Tripp Whetsell, a New York public relations counselor, writes in Public Relations Tactics, "Even if you're pitching the same story about prostate cancer to Esquire, Men's Journal, and GQ, don't automatically assume that the content is the same just because all three are men's magazines." <---- The same goes for Broadcasting ex. According to a recent Pew Research Center survey, the median age of nightly network and cable news viewers ranges from 53 years for CBS to 42 years for CNN. The audience for the O'Reilly Factor has a median age of 54, whereas the Colbert Report draws viewers with a median age of 33. -

4 Guidelines Required for an appropriate Telephone Pitch -

Some Public Relations professionals, however, believe a telephone pitch is appropriate if four guidelines are followed: (1) Be totally familiar with what topics the reporter covers on a regular basis, the content of the publication or blog, and the demographics of its audience. (2) Ensure that your call always starts with "Is now a good time," and "Can I take a minute to tell you about...." (3) Prepare a brief outline or script of what you will say in the first 30 seconds. You should give your name and organization/client before starting and, in one or two sentences, explain what you are calling about. Get to the point; don't try to exchange mundane openers such as "How are you today?" or "I was wondering if you would be interested in a story about XYZ's new widget." It's much better to give the story angle up front and why it would be of interest to readers or viewers. (4) Keep any voicemail message to 30 seconds. A busy reporter, if you haven't made your point by that time, pushes the delete button. Phone calls will be further discussed in the section on how to follow-up a pitch.

Things to Remember (The Follow-Up) -

THE WORST QUESTION TO ASK - Be careful not to annoy those who you're trying to persuade. Most surveys, for example, show that journalists are most annoyed by the question, "Did you get my news release (or pitch)?" Shawn Paul Wood, in a post on PRNewser, makes the point: "If you must follow-up, do not ask that question. Your email will be blocked. Your calls will be ignored. And your mama may be cussed a little." A BETTER APPROACH - A better approach is to call the reporter and offer additional information or story angles that they may want to consider in reviewing your pitch. In many cases, the reporter may say that they can't recall the pitch or news release and ask you to send it again. This gives you the opportunity to not only resend the pitch or news release but to add additional information, interview opportunities, and statistics. You can also keep the ball in your court by giving your email and phone information and saying that you will contact them in a few days to see if they have any questions.

Call to Action -

The closing lines of a pitch should try to make the "sale" by suggesting that your story idea would be beneficial to the audience. ex. For instance, it may provide them with good consumer tips about how to buy a new car or even how to pickle cucumbers. - - You should also say that you will call them to discuss the story angle and any other ideas they may have for such a story.

Signature -

The signature should not only include your name but also your title, phone number, email, and even Twitter handle. - In addition, many publicists also embed links to the organization's website, blogs, Facebook page, YouTube channel, and Twitter hashtag. - The idea is that the reporter has all the necessary information to check out your pitch.

The Twitter Pitch -

Using Twitter to pitch a journalist or a blogger about a story idea may be "cool," but it's not a particularly a good idea. - In a 2014 survey of journalists, Business Wire found that only 1 percent of reporters preferred social media posts (Twitter, Facebook, LinkedIn, and YouTube) as a way to receive a pitch, only slightly higher than getting a text message (0.7 percent). In addition, pitching a story via a tweet has distinct disadvantages. ----> The major one is that you only have 140 characters to make a coherent pitch, so it requires considerable writing skill to make every word count. Many publicists, however, often use Twitter if they already have a good working relationship with a reporter or blogger and he or she has given permission to reach them via Twitter with story ideas. - As one publicist commented in a LinkedIn discussion group, "I've pitched several stories via Twitter and Facebook, but only when I've had a relationship with the journalist prior to the pitch. It works really well if you can point them to a link where they can see your story ideas, or perhaps a brief YouTube clip with the company's news." ----> How do you develop a relationship? 1st) - You need to do your homework in terms of identifying journalists and bloggers who have a Twitter account and want to be contacted by tweets. 2nd) - Start developing a relationship by following them and commenting on their articles or posts. -Once a relationship is established and they are familiar with you, you're ready to make a pitch. -Since a tweet is limited to 140 characters, you should be informal, be brief, and include links to more information or background.