Retrevo’s Good ‘n Plenty Pitch

Jennifer Jacobson knows no fear. Or at least, her Twitter avatar leads us to believe that’s the case.

We’ve been receiving more than a few pitches from Jennifer on behalf of Retrevo. And she uses the same formula every time. And for this she’s getting a good pitch seal of approval from the Bad Pitch Blog (we used to call it Glinda the Good Pitch, but how cool is that, really?)

How does a long line of pitches following the same formula get you a good pitch seal of approval?

Relevance: Jennifer has targeted my blog with research she knows I’ll find of interest based on the topics I already cover. She does not ask me to write about Retrevo, she merely asks me to credit them for the content.

Snack-Sized Content: From short URLs for easier sharing to links to very specific content based on my needs, you’ll notice in the pitch below that while Jennifer could create a news release and blast it out, she creates a pitch and groups together information to make it more of a palette of relevant content from which I can plug and play.

Visuals: Research sells the story, but visuals get passed around online like an iPhone 4G left in a random bar.

Before we post her pitch, we asked Jennifer a few questions.

Give us Retrevo’s elevator pitch. Retrevo.com is one of the largest consumer electronics shopping and review sites in the world, helping people decide what to buy, when to buy and where to buy it. Retrevo uses artificial intelligence to scan the entire web, daily, bringing people the most up-to-date, comprehensive reviews and buying guides for consumer electronics. We also have one of the largest collections of free downloadable gadget manuals in the world.

How long have you been taking this approach (research/visuals)? About a year ago Retrevo was known as a site for matching people with consumer electronics but we wanted to go beyond that and establish ourselves as, "the consumer electronics experts."

Our goals were to stay top of mind and play a more active role in educating people about all things gadget-related. We knew whatever Retrevo did on the PR front had to compete in the crowded space of tech-related news pitches, ideas, and stories, which are often dominated by companies like Apple, Google, Facebook, Twitter, YouTube and Amazon.

We looked at Retrevo's position of strength; our ability to synthesize volumes of gadget-related data, and decided to track trends in two areas; industry trends looking into how people were spending money and shopping for consumer electronics (Pulse Reports), and the psychology of human behavior, gadgets and tech, (Gadgetology Reports).

We experimented with different chart styles, graphics and methods of reporting and found that reporters liked short and easy-to-read summaries that link to a more detailed online report. Our pitch emails follow our standard "Retrevo format" so they're instantly recognizable, get straight to the point, and provide study "highlights" that we think will be most useful in a story. Then, if a reporter is interested, they are welcome to click through to the full study on Retrevo.com. Most of our outreach is conducted through very targeted emails and phone calls. These days it's rare for us to send out a press release, as we just don't see the same results.

Has it been successful? Give us an idea of scope vs. results if possible. This approach is a very successful component of Retrevo's PR efforts. Our studies are featured regularly throughout the media, and the majority of the stories are not reprints of our commentary; they are actual stories, where the reporter discusses our findings, provides their perspective and publishes our charts.

Retrevo's highlights include stories in: Forbes, The Huffington Post, Elle Magazine, The New York Daily News, Reuters, The Boston Globe, Agence France-Presse, Bloomberg,Yahoo! Tech, The San Francisco Chronicle, VentureBeat, Men's Fitness,CNET, Mashable, PlayBoy Radio and many more.

What's your strategy and advice for others?

Do Right By The Reporter. The biggest secret to running any successful PR effort is to be a real, professional human. Good PR professionals listen to what reporters want, deliver what needs to be delivered, and don't waste the reporter's time. If someone asks to unsubscribe from Retrevo's PR list, I do it. If a reporter tells me they don't cover the beat my database says they do, I fix it in my database, and tell them how to contact Cision and MarketWire, so they can have their public information updated. If a reporter has questions about Retrevo, I try to answer them as quickly and as openly as possible.

Technologies like Twitter enable you to connect with and even befriend people in the media. As Director of Public Relations for Retrevo, and a one-person PR department, I frequently monitor what reporters and industry authorities say on twitter, (many of them vent there and when a PR representative does something they don't like, Twitter is the first place they talk about it).

The relationships between PR professionals and reporters should never be an "us versus them" struggle. Because I have a background in broadcast communications, I know what it takes to write a story, shoot a video, edit and work under deadline. Understanding what the person on the other end of the equation goes through, I think can make a person better in any profession, especially public relations.

Pitch What Is Relevant, To The Right People. A great campaign needs to have good timing, content, and relevance. Reporters don't want random pitches, they want to hear about companies, insights, services and sources that are going to fill out and support the stories they are already working on. As a PR professional, you need to find reporters that cover topics related to your company or client, and you need to find a way to give them what they need, in a way that they can use it. If this means doing extra research, and going the extra mile, go for it.

Retrevo's stories, while tech-related, are also pitched to people covering other industries like the "green" industry, psychology, commerce, finance, and even relationships. I hand pick people that receive Retrevo's PR stories. Sometimes it means pulling a list from Cision or MarketWire and then, filtering through contacts in Excel by beat, and position. It's a lot of work, but it's worth it, to make sure our stories get to the right people. When I have a story that I know is relevant and timely, it’s not uncommon for me to make fifty or more calls in a day. I trust this method far more than I do a standard press release distribution system.

Timing is Essential; Timing and Gravity. Align the timing of your pitches and stories with significant trends, events or industry announcements. If you're pitching a new winter resort, in the middle of the summer, it's not going to work (unless you're pitching a media outlet with a six month lead time). If the media is heavily reporting stories about a specific person, product, company, or trend, find a way to align your company’s current pitch with it. The gravity of “hot topics” is powerful, and if you think creatively, you can often make it work for you.

Good Organic Stories Trump Re-Prints. Successful media relations, in the long-term, is not about press releases, launches, VNR's, Mat Releases, and word-for-word reprints; it's about giving reporters something that will make a great story. It's about making your company or client a valuable resource to the right reporters and being available to them when they need you.

About Jennifer L. Jacobson: Jennifer L. Jacobson is the Director of Public Relations at Retrevo.com and the author of 42 Rules of Social Media for Small Business. Follow Retrevo on Twitter: @retrevo. Follow Jennifer on Twitter: @jcommunication

||| THE PITCH |||

Hello Kevin

I thought you might get a laugh out of Retrevo's new (humorous) article about "unintended" possible iPad-related careers. You are welcome to reprint it or cite it and use it's graphics, so long as Retrevo is cited.

Article and downloadable images: http://www.retrevo.com/content/blog/2010/04/six-unintended-ipad-careers

Shortened URL: http://bit.ly/95QCGg

Story: Six Unintended iPad Careers
By Jennifer L. Jacobson of Retrevo.com

You've just bought an iPad. Maybe you're holding it now, reading this article on it. Maybe it's still on order. Either way, now that the iPad is an actual, hold-able, own-able device, and no longer a unicorn concept, we thought we'd get you up-to-speed on some of the possible upcoming "unintended" job opportunities sure to come about from the adoption of this magical new device.

1. The iPad au pair or "iPair" Are you tired of "baby sitting" your iPad? After all, it does require a significant amount of attention. You can't just set it down on the counter at Starbucks while you put creamer in your coffee, and you certainly can't throw it into a handbag or "man-bag" as the case may be. You need a 24/7 iPad attendee, so why not consider an iPad Au Pair? Similar to traditional au pairs who serve as domestic child-care assistants living with host families, the iPad au pair or "iPair" is a technologically skilled Mac enthusiast who is invited to live with an iPad owning family, so long as they have their own room, a reasonable allowance in iTunes credits, and at least two full days a week off. The iPair's duties include holding your iPad while you eat greasy foods like french fries or pizza, holding your iPad while you talk on your iPhone, holding your iPad while you're driving, and holding your iPad while you take your kids to the park.

2. iPad Smudge Station Attendant If you've used your iPad for more than two minutes, you've quickly realized the importance of clean hands. But inevitably, you're bound to build up natural oils, apply moisturizer, or perhaps eat something with your hands, and when you do, your iPad will go from sparkling to smudged. Not to worry. Simply drive your iPad to your local "iPad smudge station," usually found at gas stations and car washes. Once there, simply hand your iPad to a trained smudge station attendant, and watch them make your iPad look like new. Remember, it is customary to tip them, which can either be done in cash or the purchase of an app for their own mobile device.

3. iPad Fashion Designer Sure, the iPad is a great mobile device, but it can also be a wearable fashion statement. If you're a budding designer inspired by the visually shocking and unusual accessories worn by Flava Flav, Bjork, and Lady Gaga, consider a career in wearable iPads. Not only is it a bold fashion statement, it's a flexible one that can be modified to match the color, style, and mood of its wearer.

4. The iPad Custody Lawyer Unless you are the only member in your household, chances are, everyone in your family will want to use your iPad, and who can blame them? However, if your home only has one magical device, there are bound to be quarrels and turf wars over who gets to surf the web, send emails, and play Scrabble. Who you gonna call? An iPad Custody Lawyer of course. This trained specialist will help bring peace to your family by mediating who gets to use the device, when, and where. Just don't be surprised if they don't accept Apple Store gift cards as payment.

5. The iPad App Matchmaker or "AppMaker" Like so many people, your life is packed with important activities, and finding the latest iPad apps to stay ahead of the crowd can be time consuming, and if you're caught not knowing what' in-now, even embarrassing. That's why you can hire an iPad matchmaker; a personal consultant , to pair you with apps that will actually help you in your own daily life, or at least apps that you can brag about to your friends in the book club. Need to know where to find vegan restaurants in New York? Get the app. Need to know what you missed in your favorite TV series? Get the app. Need to find out what apps you need? Get an AppMaker.

6. The iPad Addiction Counselor As with the introduction of all new technologies, there are bound to be people who "overdo it," and the iPad is no exception. Whether you're playing AirCoaster, telling your Facebook friends that you're updating your Facebook status, tweeting what you ate for breakfast, or making a poster for your yard sale in Pages, if you're spending "too much" time with your new and shiny iPad or spending your rent money on iPad apps, it may be time for an intervention. You'll need the services of an iPad Addiction Counselor. These people are trained to recognize the signs of iPad addiction, like expecting non-electronic objects like doors to open, with the flick of a finger, or talking to your kids with your thumbs. A good iPad Addiction Councilor can help you regain your connection to the people, not the things, that matter in your life. Once you've come to terms with your iPad addiction and completed iPad addiction program, then you're free to tweet to everyone how far you've come.

Thank you,
Jennifer L. Jacobson
Retrevo - Public Relations Director & Outreach Specialist
Jennifer on Twitter: http://twitter.com/jcommunication

Social Media
Retrevo on Twitter: http://twitter.com/retrevo
Retrevo on Facebook: http://www.facebook.com/Retrevo
Retrevo Resources for the Press

Press Page: http://www.retrevo.com/content/media
Management Team: http://www.retrevo.com/content/team
Partners: http://www.retrevo.com/content/partners
Media Kit: http://www.retrevo.com/content/mediakit2010-who-we-are

What is Retrevo? Retrevo http://www.retrevo.com is one of the largest consumer electronics review and shopping sites in the world, helping people decide what to buy, when to buy, and where to buy. Retrevo uses artificial intelligence to analyze and graphically summarize more than 50 million real-time data points from across the web to give shoppers the most comprehensive, unbiased, up-to-date product information they need to make smart, confident purchasing decisions for electronics. As a thought leader in consumer electronics, Retrevo publishes regular studies around industry trends (Pulse) and also around psychology and technology (Gadgetology). Retrevo is a Silicon Valley based company that was founded in 2006 and has recently been featured in Advertising Age, SmartMoney, The Motley Fool, MacWorld, PC World, Fox Business, The UK Register, and more.