[Editor’s Note: Ahead of PRNEWS’ next PRNEWS PRO Online Training Workshop on Media Relations on Wed., Dec. 4, we spoke to presenter Michelle Ubben, President and Partner at Sachs Media. PRNEWS got a sneak peek into her panel session, “The 411: Pitching Journalists, Relationship Building and What NOT to Do,” which also will include Sahil Patel, Senior Reporter at The Information and Matthew Owens, Vice President, Fashion and Retail at SHADOW.]
PRNEWS: What has changed the most in pitching journalists over the last five years, and how should PR professionals adjust their approach?
Michelle Ubben: You can't count on longstanding relationships because reporters are changing jobs and absorbing other beats. But relationships still matter. Strive to form relationships with reporters you pitch by tailoring the pitch and subject line to them and giving them information they actually want and need for their beat.
PRNEWS: How do you recommend PR professionals balance brevity with providing enough context in their pitches?
Ubben: If you can't get to the point and hook the reporter's interest in the first two sentences, a longer pitch is not going to seal the deal. Once you have the reporter's interest, you can provide more details.
PRNEWS: Given the constant evolution of newsrooms, how can PR professionals stay informed about changes that affect the pitching process (e.g., new beats, new reporters)?
Ubben: Every pitch requires fresh research. Read the recent stories of the reporters you're pitching to make sure your story is aligned with their reporting. LinkedIn is also a great tool to stay current on reporters' employment changes.
PRNEWS: What is an absolute “don’t” when it comes to pitching and media relations?
Ubben: Don't send a mass, generic email to reporters who have no reason to be interested in a story. That's a good way to get blacklisted and never have another pitch considered.
PRNEWS: What trends do you foresee shaping how journalists and PR professionals interact over the next several years?
Ubben: Journalists will face increasing pressure to be sensitive to the business end of the business, so clicks and engagement and stories that perform well on social media will matter. If there's good reason to believe that your story will be of interest to readers, make the case.
Nicole Schuman is Managing Editor at PRNEWS.