Mass pitching fails at many levels. Some PR pros think sending their pitch to a relevant publication is enough targeting. But successful pitching requires targeting a specific reporter at a publication.When Wired’s Chris Anderson published the email addresses of hundreds of folks he asserted were mass pitching, he noted in frustration: "Lazy flacks send press releases to the Editor in Chief of Wired because they can't be bothered to find out who on my staff, if anyone, might actually be interested in what they're pitching."
More recently a friend who also happens to be an Editor in Chief (EIC) at a trade magazine echoed Anderson.
Unless what I receive is specifically, and only meant for me, then that tells me the person who sent it is a lazy little fu(k#r that can't take the time to work out who covers what. It's not hard.
Stop the Top Down ApproachThe EIC is a busy person with many jobs, when they get your pitch they assume you want them to do your job. Odds are good they’re too busy and won’t. Don’t be lazy.
If you’re searching an online database for media outlets covering a specific topic, remember to take a couple of passes at honing the list.
In addition to eliminating irrelevant media outlets and duplicates (some reporters cover online and print and are listed twice), be sure you have the right person at each outlet. Odds are (really) good it’s not the EIC.
The Washington Times uploaded by Bill on Capitol Hilltags | public relations | PR | media relations | media | good pitch | bad pitch | bad pitch blog
It's unbelievable such practices still exist, especially in today's ever changing media world.
ReplyDeleteI follow the R3 rule - research, relevance, relationships equals coverage. It is really that simple. Yea, you might not get coverage all the time, but it'll at least get you in the door.
Brilliant.
ReplyDeleteI am going to link this on all my emails to my boss ;-)
As a former PR guy, I agree with needing to target the right contact.
ReplyDeleteWith that said, while the big agencies have extensive databases of correct contacts (with every preference known to man), that information is rarely available to the average PR person looking to get in touch.
If reporter listings were more easily accessible (as most Newspapers do), I think contacts to the EIC would happen much less frequently