In a previous column (click here), I detailed what you need to know to write an effective “green” press release. Once you have done that (really, an essential part of an effective public relations campaign), it’s time to make it come to life. It’s not “alive” until it gets picked up as a story in a media vehicle (publication, TV story, etc.). That is when the true fun begins. Here are some things to consider when pitching:
1. Once you determine your press contacts and bloggers, call these people and explain your story idea and why you believe they should cover it. You need a hook. Think about your answer to this and questions like it: “You’re the only hotel that offers __________.” Maybe it’s even easier in that you are the first “certified green” hotel. As I mentioned in my last column on writing an effective release, be sure to explain your hook, if needed. For example, if you say, “we’re the first certified green hotel,” then follow it up to say something such as “we offer…”, or “our people are…”, or “guests are able to….” This is the qualifying statement that follows your hook.
It’s very critical to get to the point quickly. You have seconds to get your message across. If the person is interested, then you have a few more minutes. I heard someone recently refer to “your 25 words, or your elevator pitch” when referring to pitching blogs. Make sure you adhere to this rule. Remember, inept public relations (PR) pitches to bloggers can be much more damaging than those to a traditional counterpart. Be sure to read the blogs first.
2. Remember to ask if it is a good time (really, you should know before you pitch). Something as simple as doing this will help save your story.
3. Because green is “in,” there are a lot of faux-green stories. To sell a green story, you need to have a green story worthy of telling. Because green is “in,” many companies and products are trying to make an existing product fit into the green arena without making any significant changes.
Don’t Inflate the Truth
4. Big numbers in pitches and press releases can be impressive and get a reporter’s attention, but they must be true and substantive.
5. Most often, your media contacts will say they want additional information sent to them. This is when you e-mail or fax the release. You should provide as many contact phone numbers as possible. And, make sure the person named at the top of the release is accessible. Many reporters have told me that they get releases, yet cannot reach the contact. This happens in large and small corporations. If possible, provide an additional contact name as a backup. This is a good preventive measure.
6. Be careful not to send your release to two competing papers, networks, etc., especially if you are presenting the same angle. The media wants to feel that they are getting their own stories and don’t want to see the same story angle in their competitor’s publication. It is an embarrassment and a quick way for you to damage your relationship with them.
7. If you haven’t heard back from a reporter or blogger, it’s okay to follow up with them via e-mail or phone (use the best vehicle you know to reach them, some reporters like e-mail, some still prefer phone). For bloggers, I’d still opt for e-mail first, unless they say otherwise. With a blogger, you can easily try to get a conversation going. Be brief and to the point and don’t just call to ask if they received your release. It shows signs that you’re an amateur (and you don’t want to look like one).
Keep Pitches Fresh, Creative
Try to find a new angle or something new to add that you haven’t before. It keeps the pitch fresh and new. And if you’re not getting anywhere with one publication and want to send it to a competing one, let the media person know. It’s okay to request, even in an initial pitch, that they let you know if they are interested, as you want to send it to another publication.
8. One of the things often forgotten after pitching is to keep both eyes and ears open for what is being said about you, your company, its products and services. You can subscribe to press clipping services such as BurrellesLuce, Bacon’s or if you’re on a tight budget, put key words into various search engines to notify you when your name, company name or certain keywords are mentioned. When you insert key “green” words or trends, it can easily generate some story ideas or prompt a “letter to the reporter” which could turn into a future story.
9. Be ready for an interview when you pitch the story. The worst thing you can do is gain an interest from a reporter or blogger then not be able to deliver the story. Be ready to have examples, case studies, resources (people and things) available, numbers, handy, etc. And be sure to check that links are live, numbers are still active, etc. Preparation can greatly increase your chances of an interview.
I once helped out a nonprofit by conducting a mini PR campaign. The goal of the story was to show the impact the nonprofit had on the community and the people involved. I had secured the list from the executive director, but the people could not be reached, the names were not current and the phone numbers were incorrect. Because I was not able to contact the reporter to find this out, the story ran on the first page as we predicted, but it did not run the angle I pitched because it could not be validated. Although the nonprofit was happy, I was not.
10. If you are putting your press releases on your website in a press area, make sure they are easy to access. The worst thing is to ask reporters to dig for information (they won’t) and request that they sign on. I recently heard of a business magazine using a press-only subscription code in an e-mail to allow journalists to view the releases online. Once at the site, the journalists only had a single access code, not a two-part one (username and password).
Everyone has a different pitching style. What counts is knowing how to pitch, when to pitch, what to pitch, and making sure that you pitch the right information to the right person. It will result in either success or failure.
Colette Chandler is an expert in consumer health and environmental trends and the president of The Marketing Insider, a marketing and communications consulting firm that teaches companies how to profit from consumer trends and understand the consumers who influence them. Learn about the media training services she offers, including her Walk the Media Tightrope audio program, or the study her firm conducted on attitudes of green and health-conscious consumers at www.marketing-insider.com. To learn about her free teleseminar, go to www.howconsumertrendsdriveprofits.com. She can be reached at (614) 776-1416 or at cchandler@marketing-insider.com.
