When is a "Pitch" Not a "Pitch?"

Bad Pitch welcomes its first guest blogger in a while, Susan E. Jacobsen.

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If you’re in PR, you know the basics of a pitch – that “hook” or story idea to garner interest with a reporter. Often it's simple: You are trying to position a person, product or event. You might contact a reporter by phone and speak directly, or send an email with your ideas. If you’re lucky, yep, the pitch is (keeping with the analogy) “hit” out of the ballpark; you get your story.



Today's PR pitch, however, is not so straightforward. Eyes are everywhere – every single one of us is looking for that new idea, novel angle, innovative structure, etc. Blogs, tweets, Facebook posts, Ning sites, everything we do is ripe for picking, or so I learned.

After attending an event, a friend sent me some photos, (Here, and here which I in turn, tweeted out for others to see. While I directed this tweet to two friends who also attended said event, all my followers saw it while a lot more saw the re-tweets. Soon after I received a DM from a reporter wanting to use the photos and expand my tweet into a story for her publication. Seriously? Two tweeted photos with a brief comment and a reporter is interested? Yep – that’s it, and fortunately this was an event I was more than happy to help promote: (Creative Cupcakes)

Unfortunately, some tweets don’t turn out as well for the twerson who originated it. There have been a number of instances where someone sent something via Twitter that boomeranged and it hit them where it hurts. (In case you dare to forget, consider the Ketchum representative who made unflattering remarks about the fabulous city of Memphis after his visit with the worldwide communications group at FedEx. Not at all "so good".)

Politicians, celebrities, athletes and business executives have all experienced an “Uh Oh” moment of a tweet gone awry. What might seem like a humorous, innocuous second of time, however, could end up the nugget this reporter needs to clinch her story. Use words wisely (UWW)! Think about those pictures you’re about to send and those that will not be forgotten. And consider the source. What you promote – whether in your blog, on a Facebook Wall or through your FriendFeed– is going to be forever connected with you. “Delete” no longer means it's gone; hidden is more like it. That means: available for anyone to find.



And finally, my slogan: What happens on Twitter does not stay on Twitter. Your tweet is your voice. While not a pitch traditionally, it could (see above) get you the story. This is, I now realize, the best reminder for me…as I pack my Flip for next week’s trip to Sin City.
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@SusanEJacobsen is the chief bottle washer and head pitch machine at LUV2XLPR, Inc.