Before you reach out to any journalist or influencer, you need to do your homework. Find out what they cover, what they are interested in, what their audience is like, and how they prefer to be contacted. You can use tools like Google Alerts, Twitter Lists, and BuzzSumo to track their topics, posts, and mentions. You can also read their articles, blogs, podcasts, or videos to get a sense of their style, tone, and perspective. This will help you tailor your pitch, avoid irrelevant or spammy messages, and show that you respect their work and time.
Before reaching out to any journalist or influencer for promotion of your desired works, keep these in mind : ->Make sure you have a clear understanding of the niche and objectives of your brand in a brief and concise manner. ->Make it a priority to conduct an in-depth research regarding their content styles, their preferred form of approach towards the audience and their areas of expertise. ->After getting familiar with their professional profile, chalk out a pitching mechanism of your ideas to them keeping in mind : *retention of their preffered mode of conversation(emails, messages,calls) *pitching topics with a catchy vision, long-term impact. *try filtering out the most suitable ideas involved in your project according to their niche.
I also recommend that you connect with these target journalists on social media. Show the "love" by liking, sharing and commenting on their work. Add your expertise/insights in the comments as well to show your relevance and start building relationships with them before you pitch.
Throughout my years in Public Relations & through trial & error I have learnt that it is important to do the following: - Prepare a clear and compelling pitch - Research the media houses, journalists and influencers you intend to reach out to - it is important to ensure that they are appropriate and within your niche or the accurate genre of news - Be honest - state your hopes and intentions clearly - no false narratives - Be patient - Give time for the journalist to look over your pitch - Be Timely - Provide journalists with enough time between the pitch & actual event that we are seeking coverage for - Visual Support - Provide statistics, Images, Videos etc to support pitch - Do not over promise and under deliver - Make their jobs easy
Building a quality media list takes time and effort because you're building a relationship. As you gain an understanding of your industry, familiarize yourself with key publications and thought leaders who shape the narrative and understand the evolution of topics they cover, including their perspective. When you reach out, make sure you're engaging with them and their articles instead of asking for something or referring to outdated news or articles. In addition to the tools recommended, I encourage everyone to use ChatGPT, LinkedIn or X to track related topics and perspectives.
Follow the journalist on social media and see what types of stories they cover and how they cover report. Make sure to start a relationship first by liking, sharing, and commenting on their work before you pitch. They'll remember who has been "showing them love."
When you pitch your story, product, or service to a journalist or influencer, you need to show them why it matters to them and their audience. You need to offer value and relevance, not just a generic or self-serving announcement. Think about how your pitch can solve a problem, answer a question, provide a unique insight, or spark a conversation. Use data, facts, examples, testimonials, or visuals to support your claims and make your pitch stand out. And don't forget to include a clear and compelling call to action, such as a link, a sample, a demo, or an interview request.
Spending time upfront to ensure your pitch is relevant and offers clear value will make you stand out. According to a study by Cision, 75% of journalists say less than a quarter of the pitches they receive are relevant. Research your target journalist, blogger, or influencer to understand their audience, topics, and preferred formats. When crafting your pitch, think about it from the journalist’s perspective. Make it easy for them to identify “what’s in it for me?” by clearly stating what value you can provide to their audience.
The journalist's customer (depending on publication model) is either advertiser and/or readers. So think in terms of your relevance to those. A lot of developers send pitches like, for example, 'new homes at our fantastic amazing development on sale!' This isn't a story - it's advertising dressed up as editorial. There is no relevance to the reader; so think what would be more interesting to them. In the case of 'new homes for sale' how about an interview with the interior designer? 5 top things to consider when decorating your new home, etc. The journalist will reference the relevance 'X is the designer of Y new development where homes are now on sale' - but there's actually something in it for readers and it's more likely to be used.
Value to their audience is ALL they care about. When you position a pitch to be about their audience and not you, it's a game-changer. Always think "What's in it for me" in terms of their audience. What value can you bring to them?
Effective pitching is about meaningful engagement. It's not just about sharing information; it's about creating a connection by offering a narrative that resonates with the journalist and their audience. The most important components of driving value are: 1. Building a connection: You're initiating a dialogue, not delivering a monologue. You should converse and intrigue the journalist instead of speaking at them. 2. Supporting your claims: This is a non-negotiable. You're leveraging the journalist and their platform's credibility to digest information in a meaningful way. You can help by providing compelling facts in the form of visual aids, infographics or heartfelt testimonials. Make it as easy as possible.
Your media pitch must spark interest in a journalist, influencer, or reporter so they want to know more and are prepared to contact you to get the full story. Your pitch needs to deliver value and be relevant. An ideal way to spark interest is to begin the media pitch with data which can be backed up.
Once you have sent your pitch, you need to be ready to follow up and respond to any questions, feedback, or requests from the journalist or influencer. You need to be responsive and respectful, not pushy or impatient. You can send a polite reminder or a thank you note after a reasonable period of time, but don't bombard them with emails, calls, or messages. You also need to respect their deadlines, preferences, and boundaries, and avoid making unrealistic or unreasonable demands. And if they decline your pitch or give you a negative review, don't take it personally or argue with them. Instead, thank them for their time and consideration, and ask them if they would be interested in hearing from you again in the future.
First, seek avenue to build mutual rapport and understand a bit about them and communicate with respect identifying boundaries. This informs you to seek their available time to connect with them, considering a stressful lifestyle, do not patronize them too much without any serious discourse or vitals in point of contact. Respect comes when journalists their is mutual understanding. Be responsive when they reach out to you too, whether they need your assistance or just a friendly catch up.
I recommend sending the pitch. Wait 3 days and follow up with a phone call and then resend the email if necessary. Often journalists get a great story, get overwhelmed with other pitches, and forget about your great story idea. It's imperative that you do a follow-up. I agree not to overwhelm, be pushy or impatient but one follow up is ok.
On the flip side, when a reporter proactively reaches out to you, be responsive. Even if your client hasn't provided you with a response, tell the journalist that you are on it. It's important to show that you are committed to answering the inquiry.
Always remember that it is a two-way street. If you ignore or decline a writer’s request for comment for a piece that may not reflect well on your company or client, they aren’t likely to extend you any professional courtesies. On the flip side, you will be more likely to earn their trust and respect if you are willing to engage on the tough stuff.
Este es un punto muy importante a tener en cuenta en cualquier relación humana, pero más aún en las que se entablan con periodistas. Hay que comprender que, así como nosotros, hay otras organizaciones, empresas o instituciones que están al pendiente de llamar su atención, y muchas veces el periodista puede sentirse agobiado. Por ello, tomemos contacto cuando realmente consideremos que la oferta que le hagamos será realmente importante y relevante.
One of the keys to building and maintaining relationships with journalists and influencers is to build rapport and trust. You need to show them that you are not just looking for a one-time transaction, but a long-term partnership. You can do this by being friendly, authentic, and helpful, and by showing genuine interest in their work and goals. You can also share their content, comment on their posts, join their communities, or invite them to your events. And don't forget to acknowledge their contributions, praise their achievements, and give them credit when they feature you or your brand.
By responding quickly and respecting the journalist's time and work, you can foster a relationship of mutual respect and trust. Trust with journalists and influencers is crucial for building and maintaining positive relationships with the media.
Building a rapport and maintaining relations with journalists and influencers is so important. With a new outreach, do yourself a favor and do some homework! In your outreach make them feel human, compliment their work, inquire about their interests, and follow their other platforms (as long as they are public, don't request on private accounts). Praise them and be grateful for their responses.
Media relations is a two-way street. I always strive to add value. I want to be known as someone who will deliver if a reporter calls asking for something and honest if I can't help. I try to know what the reporter needs and try to make their job easier. In exchange, I want my employer to be treated fairly and my pitches given consideration.
First and foremost- be honest. Transparency goes a long way in building any relationship, especially with the press. If you're really trying to create a strong relationship, offer an exclusive or otherwise commit to regularly engaging them by offering actual news that's relevant to their beat and interests.
Another way to strengthen your relationships with journalists and influencers is to provide value and support beyond your pitch. You need to show them that you are not just a source, but a resource. You can do this by offering them exclusive information, insights, tips, or opportunities that are relevant to their niche and audience. You can also help them with their challenges, needs, or requests, such as providing them with contacts, referrals, quotes, or testimonials. And don't forget to support their causes, campaigns, or projects, and to promote their work to your network.
To build and maintain relationships with journalists and influencers, it's essential to establish rapport and trust. Always strike a balance between the news you offer and its promotional versus societal value. Respect that journalists write for their audience, not just your company. Put yourself in the reader's shoes and anticipate their questions and concerns. Additionally, don't hesitate to ask journalists how they prefer to be pitched. Many prominent journalists, especially from major publications, share guidelines on how to pitch to them effectively.
Recognizing that Journalists and Influencers are not the same is the first step. Most importantly, you have to think about the end audience - the actual person - who the journalist serves and the influencer speaks to. Your relationship is stronger when you offer the resource that a journalist or influencer needs. A journalist serves an audience who pays for the content. This is called a credible third-party filter. That's why media coverage is trustworthy. An Influencer may have an equally large or important audience but they are the filter - the decision maker on whether your contribution serves them, their brand, and their audience. Sometimes this requires a fee.
Finally, you need to nurture your relationships with journalists and influencers over time. You need to keep in touch with them regularly, but not too frequently. You need to update them on your news, progress, or achievements, but not too often. You need to pitch them new ideas, stories, or products, but not too randomly. You need to find the right balance between being relevant and being annoying. You also need to monitor and measure your results, such as the reach, engagement, or conversions of your publicity efforts. And don't forget to ask for feedback, suggestions, or testimonials from the journalist or influencer, and to use them to improve your future pitches and relationships.
One great way to nurture a relationship is to offer up a story/expert that isn't related to you. If you know of a great story that your journalist contact would love, share it with them. This keeps you front of mind with them even though you didn't pitch you or your business. I have been doing this for years and it has paid of in spades. I was even featured in a syndicated television news program because I was always sending great stories to my favorite anchor and we she got this opportunity, I was front of mind and easy to use in her story.
Just be a kind person. Whenever I'm chatting for the first time with a journalist or influencer, I always end the call with - "Is there anything I can help you with?" Usually the person on the call is so stunned that I asked the questions - that they can't think of what they need help with. But it's a nice way to show that you're here for the long haul and building a real relationship.
The biggest mistake you can make at the start of your relationship is to waste the journalist's (or influencer's) time. This includes rambling introductions, unnecessary information or hyped-up descriptions. To make your initial communication more persuasive: - Resist the urge to introduce yourself - Omit proper nouns unless they provide value, and - Cut meaningless modifier Journalists are looking for key findings. The rest of the information gets in the way. Try speaking their language and build the relationship over time.
El respeto al espacio y la libertad del periodista, así como a su labor y criterio, siempre será la clave para mantener una relación armoniosa y positiva.
Your client is the business paying for your help with their PR. And so I think it's important to manage client expectations, rather than try and manage the journalist who is working to deadlines and ultimately, giving you the opportunity for coverage. For example, several times PRs have missed deadlines for the magazines I've edited because their client was making amendments to releases, adding 'puff' language such as 'we are the UK's leading'. That stuff gets taken straight out of editorial. Or I've been bombarded with messages to Twitter/email and even personal WhatsApp when I was on holiday to ask when their client's editorial will be featured. Set out expectations with clients at the start. A journalist doesn't work for them.