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We knew Glinda would be back as soon as we glanced at this pitch from The McGinn Group’s Nellie Lide.
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Subject: chevy's trying more co-creation
Kevin- Some lucky (and talented) Gen Yers will create Chevy’s 2007 Super Bowl Ad.
Here’s the blogger press release:
http://www.prweb.com/releases/2006/9/prweb435099.htm.
Thanks, Nellie
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In addition to the wicked-short length and link to the news release, here’s why this good pitch gets a Glinda, our badge of honor.
Clearly Targeted, Highly Relevant Nellie took the time to learn that I write about the Super Bowl, advertising and social media. This news hits on all three. Any sports PR folks doing a search on “Super Bowl” in Media Map might also find me. Nellie knows however that I’m watching it for the ads, not for the game (not as much anyway). Her pitch shows it.
Nellie’s a Known Quantity Since I subscribe to her blog, New Persuasion, I knew the information would be important. She established herself with me without her even knowing it through her blog posts.
No Blanket Pitches, No Cold Calls Nellie sent short notes to nearly 100 bloggers she was familiar with to some degree. How did she make herself familiar? My guess is RSS feeds. RSS allows me to follow nearly 150 blogs, organized and served up in one, web-based interface.
Baby Steps Even though Nellie published a social media news release to announce the contest, Chevy also published a standard news release. The lesson here is two fold—you need to get your hands dirty, but you can do this on your own terms to some degree.
Social media purists might ding Chevy for doing two news releases, but for the short term while social media saturates the PR and media industries, it might be a smart idea to take this approach based on how tech-savvy your target audience is.
Congratulations Nellie!
tags | public relations | PR | media relations | social media | good pitch | bad pitch | bad pitch blog | advertising | marketing | blog | consumer-generated media | Chevy | Super Bowl | Nellie Lide
5 comments:
I think this is a great pitch, my only comments would be that sometimes people want all the information in their e-mail rather than in a seperate link.
Kevin - I got scared when I saw this was on your bad pitch blog - only because before this pitch I had never done any pitch before - so thanks for being so kind. And you're right - I did send short, personal notes to about 100 bloggers - ones I was personally familiar with and had been reading a long time. I found it makes a huge difference. and I am a true believer in a press release especially for bloggers. thanks again, i'll be reading, Nellie
On the other hand, some of my most successful pitches have been even shorter than that one (3 words in one case). Depends on the circumstances, and what you are pitching to whom of course.
Congrats, Nellie!
And since I'd likely be lumped in with the "Social Media purists" (at least by reputation), let me also say that I think it is fine to put out 2 releases.
Do I think it SHOULD be necessary? Nope. But this is about evolution, not revolution. I give Chevy credit for taking a stab at it.
Nellie, as a previous winner of the Glinda award I'd like to welcome you to our little club. I'll have your red shoes polished and ready next week.
Best,
Jeff from Gold Group
PS - Kevin I am giving you some 'real' PR (hehe) at a national marketing conference I'm speaking at in a few weeks. I'll keep you posted.
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