Here at Tin Shingle we remind you daily of how essential it is to reach out to the media and do little things to build your buzz daily. That said there are rules when building media relationships, just as there are in regular relationships. Today we'd like to share a few Dont's that are guaranteed to help you on your quest to reach out to editors and producers, and hopefully they'll boost your confidence when you're pitching as well. Remind yourself of the DO's here. Be sure to check your Tin Shingle emails regularly for more PR tips and remember, it's PR, not ER, so breathe deeply and remember to smile and dial!.
|Send an email or phone pitch that does not include an opening sentence introducing yourself and saying hello.
If you have pitched before always remind them who you are -the media receive hundreds of pitches weekly, and not introducing yourself is like being that person who says "hey it's me" when they call you. Don't be that person it will start the pitch on the wrong foot.
|Ever email and say "just checking in" , or "did you get my package" or "when will you put me in your magazine/on your show".
Editors and producers are looking for what is best for their outlet and their viewers and readers. If they have your informaiton or products and you want to reach out, create a productive reason to reach out: share a new product line, share a new angle or pitch that could work for them, work your product into the season or trend they are currently working on, touch base regarding company news, but do not just call to see if they have your product. That interrupts their already busy day.
|Let them know about all the other press you are getting.
These magazines and television shows in essence are competing against each other, and if you tell them that other magazines or shows are covering your product, why would they want to cover you? They want new, fresh, unique, and exciting products, not something that is seen everywhere. When pitching keep you past buzz to yourself, unless the buzz is irrelevant to the outlet you are pitching and will only support you (ie, "Hi Real Simple, did you know that this product won an award by the Home Organizers Association for it's XXX qualities").
|Keep calling or emailing the press and asking them when your placement will be on newsstands.
They will tell you if they are using you, and if they are deduce the newsstand date by finding out what month the magazine issue you are in is. Long leads will be on newsstands a month early ( ie December issue is out in November, etc).
|Assume your placement is finalized until you are reading it or watching it.
|Forget to be patient.
Publicity campaigns are marathons not sprints if you want to be around for years to come.
|Forget to share your story.
Share your business story, not just your product story, to ensure longevity.
|Ever send unsolicited samples if you want them back.
Especially if you want to stay on an editor's good side!
|Ever give up.
If you don't believe in your brand no one else will!!!
Ok, got that? Now go read what to DO here.