“It’s reassuring to see that this stuff really works.”
That’s how one of my friends summarized a dinner conversation we’d had with other media pitching pros. Those in our group shared recent pitching successes with the Wall Street Journal, Washington Post and an Associated Press national writer, among others.
I arrange these kinds of meetings when I travel, so I can keep my finger on the pulse of what it feels like to be a media-pitching pro these days.
My intent in this case was to listen—really listen—to the challenges and frustrations they were experiencing with media relations outreach. But as the night wore on and they grew more comfortable with each other, they shared more and more success stories.
They contrasted the methods they were using to get results with some of the recent anti-PR screeds journalists have been posting online. You know, the ones where the reporter says to never call or follow up if you’ve already contacted him or her and only to pitch exclusives or whatever other personal preferences exist.
And then, time after time, my new friends listed instances in the past few months where they’ve been successful pitching by phone, following up multiple times and placing the same story in several competing outlets.
It was invigorating for them to hear that these weren’t flukes, that they weren’t getting lucky. We concluded that even in today’s fragmented media environment, well-targeted outreach that’s ultra-sensitive to the oppressive demands on journalists’ time is an asset to reporters, not an annoyance.
I totally get why journalists and bloggers vent their frustrations about PR pros online and why people would think that could be a valuable source of intelligence about how to better connect with media. But the frequent negativity dampens your confidence, and their generalizations can even lead you away from the very tactics your peers are using to get results.
Another key point that grew out of conversations after I spoke at a conference of PR agency owners: When the attendees heard I train PR people to pitch better, they often shared stories of discussions with their teams about boosting pitching results. Three of them mentioned this type of conversation:
Owner: “Have you tried calling them?”
Staffer: “Well it says on (media database, Twitter, their bio) that they want to get pitches by email.”
Owner: “Of course it says that—otherwise they’d be overwhelmed with calls.”
These business leaders, who sink or swim based on results, naturally understand that earning more than your share of success requires going against the grain. Now depending on your comfort level with the phone in general, you may be recoiling that I’d dare suggest that calling reporters is a good idea. I happen to think it is, but this isn’t a column about phone pitching. It’s about refusing to cede your freedom of choice to what journalists and bloggers say or post to faceless masses. It’s about determining what actually works when you do it right.
I don’t blame journalists for making those blanket declarations—I’d do the same in their shoes. But I’d be remiss if I parroted those back to you in these pages when I’m seeing savvy PR pros reap success by doing the opposite.
No technique is dead—it’s all in the execution.
For example, which would give you a better chance of actually getting noticed when reaching out cold to a top-tier reporter: an email, or a handwritten note?
Sure, replying to a handwritten note is harder, but I guarantee you’ll stand out from the pack. Try sending one to your hard-to-reach contacts, then time an email to them for the day after the handwritten notes arrive.
My takeaway is that when you’re seeking insights and resources about pitching better, you should turn to people who are doing it successfully. Friends at other organizations, people in your PRSA chapter, schoolmates. They’ll be constructive and encouraging. In addition to the new or vetted approaches you’ll learn, you’ll leave those interactions with confidence and enthusiasm.
CONTACT: Michael Smart is the media pitching coach PR pros seek when they want to boost media relations success. He ad- vises everyone from Fortune 10 brands to nonprofits and sole proprietors. Learn more at: michaelsmartpr.com