Submitted by Sabina Hitchen on | 0 Comments
Have you given up on getting press? Are you tired of chasing the media with no results? Let's face it, many a business owner has been there, and it ain't fun. That said, it also isn't a good business strategy to stop pitching these outlets all together, and the pitching that you are doing could be worth a lot more than you even realize. Again, you can score those reasons in the first part of this "don't give up" set of stories.
SEE ALSO: 2 Reasons Not to Give Up Pitching the Press Even When They aren't Responding
Now that you've read part one and hopefully agree with me, let's discuss what you have to be sure you're doing when you're regularly reaching out to these (currently) silent media targets to ensure that they there's an eventual, positive ROI that comes out of it, and that you're staying in their good graces.
Here are your rules for "repetitive" pitching:
Don't send the same pitch over and over. As you learned via the first article in this one-two punch of PR inspiration, the lack of the response from the media you're experiencing doesn't necessarily mean they aren't receiving or reading your emails. In fact, many of them are, and they could be considering your product, service or expertise for a future story. Don't ruin it by playing the role of broken record. Don't ask them "did you get my pitch/press release." Instead, tantalize them even more and sell yourself even better:
- Share new and fresh angles of your story
- Highlight different products, collections or uses of your product
- Follow trends, studies and hot topics and tie yourself, business or expertise into them
- Offer seasonal stories or products
- Show how your expertise is wide - share different angles or hot topics you can speak to every month, add new details that highlight why you're an awesome expert
Our point is, keep being interesting and buzzworthy. Keep showcasing yourself at your best. Remind them you exist in new and fresh ways. Even if at the end of the day you're simply trying to pitch your expertise, you can pitch different tips or angles within every follow up pitch. You can still include your core messaging, motto or design aesthetic in each pitch, but surround that messaging with some new, shiny wrapping paper!
Another rule when doing repetitive pitching concerns how you're pitching them. If you keep reaching out to an editor via email and hear nothing for months, why don't you change the mode of communication? Pick up the phone and give them a quick ring. An easy way to do this that I find very effective is calling them and briefly introduce yourself while asking to confirm if they're the best person to reach out to in regards to [insert your area of business or expertise here].
When you do this you not only make it easy for them because you're not throwing an entire pitch out at them (you're giving them a simple yes or no question to answer), but you're also going to find out pretty quickly if they are the best person you should be pitching. If they are, you can just let them know that you'd love to share your "XYZ" with them and will reach out to them on email immediately. I like this phone tactic as it lets you connect on a more personal level and reminds you that yes, you are in fact reaching out to a real (and correct) person.
Don't have the nerve (or ability) to reach them on the phone? Head to Twitter! Don't just dive bomb them with a pitch, follow them, get to know them, retweet them, and ease into that relationship.
When all is said and done, however, your best tactic when repeat pitching is to be sure every pitch showcases your brand and business in a new and exciting way or angle. If you're a jewelry designer this could mean one month you share your spring collection, a few weeks later you share a celebrity-inspired pitch, a month later you share only your earrings, and so on...By switching up the angles and remaining relevant to the media outlet's audience, you're increasing your chances of communication with your target contact in the future.
Before I let you head off to craft some strategic and well-crafted pitches, I want to remind you of one last thing: when you're writing these pitches on a regular basis, be sure that you're always keeping the media outlet and their audience in mind. Be sure they're angles reflect stories or ideas that benefit them, not simply stories you want to tell. The more you make yourself relevant to their readers, viewers or listeners in every single pitch you write, the more likely they'll be reaching out to you for that press hit you really want to have happen!
Unsure of whether you're writing your pitch well in the first place? Tune into one of our several pitch-focused podcasts!
