7 Ways to be like catnip to the media
Dear Lovely Business Owner,
I admit, I’m still processing the intense and magical experience that I had over a week ago in New York, attending Steve Harrisons’ amazing and indeed life-changing nevermind game-changing ‘National Publicity Summit.’ So much value from the considerable investment. So much value. More blogs to follow about this. http://www.MeettheMedia.com
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One of many stand out moments for me was, was when an attendee, literally gave cat nip, the plant no less, yes it really is a plant, to one of the media representatives, who loved cats and had cats. To say she positively beamed on receiving this high value present for her beloved cats is an understatement. Her look was one of :” Wow, you get me, you care, I matter to you.” It’s a look each and everyone wants from each other and the media are no different.
Here’s post which has been inspired by that magical, thoughtful and incredible moment .
- Get their names right. I know this sounds very basic, but you know, I heard it from the media, themselves in NYC, that getting their names wrong, or mis-spelling their names is one of their pet peeves. They absolutely hate it. So, take a few extra moments to ensure that their name is correct and is correct
2. Do not blanket pitch The media know, they are very wise and savvy and well get pitched constantly, and do not appreciate a generic blanket pitch. This means, an email pitch where you have obviously copied and pasted the same pitch except a different email address. This often ends in their delete box in a matter of moments. So, make a bit of time to personalise them and tailor them to the specific media you are targeting.
3. Ensure you do your research. Again this might sound very basic, yet the media in NYC again all mentioned, and repeated that when they get pitches from people, who obviously have never watched their show, read their publication or listened to them, it causes them to ignore your email. Yes really. It makes sense though, how would you feel if someone pitched you personally, without even showing that they cared enough to understand what you do, what you value or what you have recently spoke about or covered in your work? Would you respond to someone like that? Maybe not. I know I’d be rather reluctant, as it comes across as you just do not care enough to make the effort with them before you pitch, not a great way to start off a relationship with them.
4.Check you are contacting the right person. For example: for many publications and shows there is team within the team. So, you want to do your research and ensure that you are contacting the right person. It might be that, for example, the editor is the wrong person to make initial contact with, and that it could be the features editor, or the health editor. The more specific you can be the better. It could be that you need to contact a freelancer too. So this goes back to point three. Do your research properly. By looking online or checking previous publications or shows you will be able to work out who does what and who to contact. You can do this quite simply through Twitter.
5. Don’t hound them. I know how it feels to really really want to be on a particular show, or in a particular publication. I know it. The thing is, the media have people contacting them all of the time, they really many of them; if not all of them are like mini celebrities as the coverage that people can receive from their can literally change the course of their business and indeed their lives. Yes they are, PR is that powerful. The thing is though, if you hound them for a response, or for feedback, it does not bode well, as it can come across as an impatient and inconsiderate rude child. Instead, I would advocate gentle nudging and also to invite you to understand that sometimes they are just too busy to even acknowledge your emails, it’s not personal. I would simply suggest to coming up with another pitch in a couple of weeks and re-pitching.
6.Add value not your ego. The PR game, is really about how you can help the media bring value to their audience, that’s it. Plain and simple. They really are not that bothered about what you have done, what you have written, or who you are. You have to add value to their audience. Simples. You therefore have to lead with that value in your pitch. You do this to begin with, by showing that you have paid attention and value what they already do by sharing and acknowledging something that they have very recently covered. Then, you pitch your brief pitch and then you showcase your expertise or authority. You do not lead with your expertise or authority, heavens no, that’s an amateur approach which gets you ignored and deleted.
7.Be Timely. This means that if you are looking to get coverage for a particular story, or opinion or how to post for Christmas, do not pitch a magazine in September, as it will be too late. Typically, magazines plan three to six months in advance, so be conscious of this. Plan ahead and therefore pitch ahead. Right now, many magazines are planning now for Easter and some even for summer for next year. By you planning and pitching ahead especially when you bear in mind my catnip tips here, you will more likely to get a response and even featured.
For more tips and strategies book a free thirty minute consult with me to see how I can help you further with your PR, by emailing me personally at: firstname.lastname@example.org
Love Carrie Eddins x
p.s I’ve just twenty-five places in my Spiritual PR Heavenly Club, to apply for one get in touch, as the ‘doors’ are closing once I’ve got the places.