Is it better to "pitch" journalists before sending a new release?
Students in my "Writing for Public Relations" at UNLV told me another instructor advised them to pitch stories before sending new releases and to follow up with journalists to find out why some pitches and releases didn't run.
I know everyone approaches public relations differently, so I thought I would ask what others think of this approach. I'd also love to know what alternative approaches you might have and see if there is any consensus.
Good Answers (4)
I've had successes both ways: pitch then release, release then pitch. There isn't a silver bullet. Communications isn't science. There isn't an exact formula, especially because each journalist has their own way of conducting business. I can't tell you how many times I was told an approach wouldn't work, but I did it anyway and ended up knockin' it out of the park. The key is truly in the content not the approach. You must make sure it's worthy of that journalist's time and attention.
Hi Richard,
I generally welcome a pitch before the release, provided the content is newsworthy and relevant to my beat. Sometimes, this would allow me as a reporter to negotiate an advance -- the opportunity to get the story in print before it hit the wire, or on the same day it hit the wire. Sometimes, the PR person would postpone putting the release on the wire so I could get the story first.
Best bet is to introduce yourself to reporters and ask each individual person about their preference on this. They'll appreciate that you took the trouble to ask.
I also welcome questions about why I didn't act on a particular release. It offers me the opportunity to explain which types of things are relevant to me and which are not.
Two things where PR people drop the ball: after listening to why I won't act on a particular kind of release, they continue to send me the same irrelevant stuff again and again. And follow up to ask why I didn't run with it, as though we never discussed it before. Recently, a PR person asked why I didn't run with a particular story. I told her that she pitched the story in a certain way, told me what she thought I wanted to hear (rather than what was factual) and therefore misrepresented its value to me. She agreed this was all true. She wasted my time. I won't seriously consider her next pitch because I have no reason to trust her word.
Another no-no: Don't tell reporters that you (the PR person) "get paid per placement" -- and that's why they should write a story.
Denise
Denise's answer (first one) sums it up in the first line:
"I generally welcome a pitch before the release, provided the content is newsworthy and relevant to my beat."
Read the reporter/editor's features first and then draft a smart, tailored and relevant pitch for that person.
Blindly sending out releases and generic pitches are how media relations people got such a bad name.
Stuart H
Veteran journalist, skilled writer and editor, public relations and business communications consultant
While there's been a lot of good information offered here, let me add my two cents to the discussion.
Here's the reality in newsrooms today: Editorial staffs are shrinking and the workload is increasing as reporters and editors are expected to constantly update and add content to publicatons and websites through a 24-hour news cycle.
As a business editor and reporter I was buried in press releases. Most of what arrived in the mail or over the fax was crap. I tossed it. It was too cute, too hard to open, or just plain stupid. If by some chance I was interested in something, and I called the PR person and they couldn't anwer my questions or put me in contact with the actual experts, I would get very grumpy indeed and strike them from my Christmas list.
Here's what I suggest. Develop a relationship with the reporter. Learn what they want and what they need. Pitch first. Short conversation. Are they interested? If the answer is yes, follow-up with an email. Give the reporter facts, not fluff. Don't give them an advertising peice. We HATE that. It wastes our time, which is our most precious commodity. If I agree to do a story, put me in touch with the experts. I'm sure you're a nice person, probably well groomed and earnest but, don't take this personally, I don't want to talk to you! If my beat is a skill position, say, in the automotive industry, and I've covered the beat for a long time, I probably know a hell of a lot more than you, so give me access to the senior decision-making executives and get out of my way. Be sure to follow-up though to make sure I have what I need. (Geeze we're a contrary bunch, aren't we?). Again, short conversation.
If you really want to get in my good graces, I suggest you convince said executives that they should be available as experts that I can call on a regular basis for quotes and viewpoints.
Finally, don't whine. Don't tell me what another news organization is doing. Don't tell me you've placed the story here or there, and don't tell me you get paid by the placement. I don't care how you get paid.
That's enough of that.
More Answers (13)
George A
Principal Consultant at Anderson & Anderson Organizational Anger Management
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In addition to your currentl planned strategy, I strongly urge you to take advantage of all of the free and inexpensive internet press release sites. I have found these to be incredibly effective.
George Anderson, MSW, BCD, CAMF
Links:
I'm certainly no expert, but I think the answer to this question depends on how much time is allotted for the project, who is doing the pitch and what the method of contact is.
I think pre-pitching via phone is a great way for AAE's and other newbies learn how to develop a rapport with writers, especially with reporters who they'll have to deal with repeatedly in the future. Additionally, they can quickly learn what the reporter likes, wants or needs, and if they need to be on the media list to begin with (or if there is a better contact).
The problem is, the pre-pitch via phone is extremely time consuming, and we are moving away from contacting anyone via phone. Sending a quick, personalized pre-pitch e-mail may not be a bad idea in the event the story is actually interesting to begin with and the potential reward is high.
Follow-ups are another story. Sending a quick e-mail to ask if the reporter received the release is probably harmless, even with the most fickle of reporters. But most reporters don't have the time to discuss why a story didn't run, and I would guess that the reporter doesn't have the particular story front of mind when you call anyway.
The real problem is reporters, bloggers, etc. are so specific with how they like to receive information, it's almost impossible to definitively say what is most effective. For example, a lot of online writers and bloggers prefer being pitched via IM before sending them anything. Not exactly something that is taught in PR 101.
Hope that helps.
I can't speak for all journalists, but as a former reporter who used to get BURIED in press releases, I can tell you what I preferred:
1) If a release came through from a "regular", that is, someone who had sent me releases in the past and I was familiar with them and they had consistently sent me stuff I could (and did) use, I tended to give those releases preference. Sometimes they'd follow up with me to see if I got it and if I had any questions, but for the most part, they didn't have to pitch it to me.
2) If someone sent me a release cold and I hadn't a clue who they were, but it looked like something I could use (i.e. it was in my coverage area and was newsworthy and not a product/service pitch), it generally got my attention. If it was good and I needed a good story at that time, I'd use it. If not, into the bin it went. In this case, however, a brief contact from them telling me who they were and seeing if this was something I was interested in could help because then they'd know if it was worth sending it to me and I'd also know to look for it. It's a simple introduction to make contact and when you do that, your press release is "warm" and stands a better chance of standing out from the pack.
3) Here's something else I remember well: nothing irritated me more than when someone would send me a release that I didn't use for one reason or another, then calling me with a chip on their shoulder as to why I didn't use it. Kid you not, this happened all the time - it was almost like I owed them a story because they took the time to write up a release and fax it over.
Reporters don't like having to justify what stories they cover or don't cover to anyone except their editors. If you want to call and find out why your piece didn't run, approach it from the standpoint of "How can I make sure my news helps you do what you need to do for your readers?" Remember, the reporters care about what the readers care about, not necessarily what you, the story pitcher, cares about.
I hope this helps! Good luck!
Links:
This answer comes from someone who has spent equal amounts of her career on either side of the journalism and PR fence.
I think that one of the biggest mistakes that PR professionals can make is relying on the press release to drive coverage at all. Press releases over time, due to all of the noise in the industry, have evolved from critical news vehicles into more sales tools, web site content and updates for investors and shareholders. I'd assume that 90 percent of the reporters, at least the ones I work with in enterprise technology, use a press release as background more than anything else. And if that press release simply gets reprinted in brief form or in its original form elsewhere? That's a reprint of your marketing messaging, but not news coverage that can really help drive your branding or business.
Perhaps I am sounding harsh, but I'll ask a question and answer in an attempt to explain why: While it may vary by market, what is the best type of news coverage to achieve? A third-party authored article in a reputable publication with a readership comprised of your intended audience. Perhaps that article is also peppered with comments from analysts, partners, customers, and heck, sometimes even competitors. But the positive balanced stories that are generated in this type of medium are the ones that I usually count as wins -- and also the ones that my sales team and executives are most excited to see as well.
Back to the original question. Maybe a PR professional gets lucky every once in a while by sending a press release to a reporter and having it result in quality news coverage. What I fear a lot of young PR professionals don't realize is how critical it is to build relationships that can result in some bigger opportunities for your client or company. Sending press releases with a "FYI, this about to hit the wire, sky blue, water still wet" email is not the way to gain a reporter's trust. So I do support the idea of pre-pitching prior to the press release going out, as long as the content of the press release is truly, truly newsworthy. And in that case, it may take some massaging of the reporter's mindset in order to get him or her on board. And always, as PR 101 might say (though I never took it), make sure you know exactly what the reporter's writing style and news content is like before even making the approach. I can't even count how many times I've sold a story simply because I took the time to research the journalist ahead of time.
As for following up to ask why something didn't run... meh. That's a fine line. I'm always cautious as to how often I contact a reporter because I want them to get to know my communications as valuable, and not ones that will create more work for them. I generally wait until I catch them live or at an event to discuss something more pressing, and then say, "Hey, by the way, what ever happened with that X story I told you about last month?" Generally they are receptive to answer especially after you've given them something that they actually can use.
Sorry if that was a little tangential. It's a topic I am quite passionate about. While I don't claim my perspective to be gospel it has certainly worked well for me. I hope this answer benefits someone else.
Email first. As a former editor who has been running a PR firm for more than a decade, we work with reporters in many dozens of fields, and they almost all want a short email query before bugging them on the phone. Believe me, if it's a good and appropriate pitch, they'll waste no time getting back to you. (They need us as much as we need them.)
Media industry surveys consistency show that most journaltists prefer succinct emails.
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Greg B
Content Strategist, Community Builder, Newsroom Manager with Flair for Editorial "Edge" and Media Brand-Building.
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The only use I have ever had for press releases is to confirm basic facts on a breaking financial story.
For that reason alone, it's crucial to have the release vetted and on the front page of your IR site before the announcement, SEC filing, earnings report, whatever is public. I'm going to read it fast and, if something is not clear, call your phone number, which sure as heck better be on that release.
I have never seen a "story idea" release worth reading, let alone following up on. The time spent on them is literally wasted.
It's far, far better to target three to five key editors in publications you know will influence your public, and then develop personal relationships with them.
Not wining and dining and all that nonsense, but a real relationship, where both of us win.
In the editor's case, it will be a line in on a company that matters, access to the appropriate executives, opportunities to hear from the right level people -- often on background, with no expectations.
In your case, all that work is planting the seeds for the eventual big score:
The editor or key journalist has a really hot idea or assignment, and you and your clients are on the top of the source list, quoted high (above the fold, or in Web world, high in the post or story), and thus credibility and influence builds.
In short, value, not volume.
Of course, where this falls apart is when the client is unimportant to the larger world (wing nuts! we make wing nuts!), needy, weird or believes that press releases work and no other effort on their part is required.
In that case, they'd better have a quirky, funny product, or you're sunk.
I rarely find that a press release alone results in a placement. In fact, they are so common that usually it is rather difficult to cut through the noise. So I rely on pitching stories. Now do I just pick up the phone and start cold calling journalists? No. I have developed relationships with people I know are interested in my service. After talking to them about my unique story/angle/pitch, I listen to find out what they might need to make it better. I will point them to other sources and then send them background information, which is often a press release, because I use the release on my website.
These relationships are important because they allow me to keep up with their interests and I am able to remain connected to the news cycle. I think that is important because I can immediately tell if a story is going to interest them. I also know or can predict why a news story will not be placed. I don't have to call them usually to find out why they didn't run with the story; I know already because I'm keeping my eye on the news. I've been fairly successful with placements by building relationships.
And it's a two-way street. You have to be willing to assist journalists, even if you don't have anything to gain. Often I have pointed journalists to other sources when I know they are looking for something beyond my expertise or industry. This is part of the relationship; you are ready and able to help your friends.
Finally, I use press releases when I know that the information is fairly general and routine; anyone can drop it on page 12. For the stories I want extra attention, I make contact with a reporter I know and find a way to make it their next assignment.
Michael S also suggests these experts on this topic:
Always by phone to pitch the story first - one journalist at the FT I know gets 600 emails a day - you can't expect your little white story to stick out in that avalanche. If you don't think the journalist will like the story, don't pitch it. Always follow up to check if it's running - but don't be too pushy - it's about building long term relationships.
Cyrus A
President, Astoria Communications
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I may be in a distinct minority, but I hate releases period and advise my clients to sparingly use them. The main reason is during my decade-long career as a journalist, I would be buried in them and too few had news that really merited a release.
On the whole, it depends on the situation, as releases are well-suited for formulaic news, like quarterly earnings, fund-raising and personnel announcements, etc. But if you're really trying to get decent coverage for clients, a well-written, succinct pitch goes much farther.
Robin F
Communications Manager at Johns Hopkins University -- Montgomery County Campus
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To echo what some others have said, I think press releases are, to an extent, a dying tool for PR. Here's why:
1. Reporters are so buried in contact from PR people. They have a lot of content and you need your content to stand out. Your content will stand out if you send a targeted story idea (i.e., a pitch) to the reporter that directly related what you're sending to the reporter's past coverage.
2. Reporters want stories that not every outlet is running. A press releases says mass distribution.
Here's what press releases are good for:
1. Financial news: Think SEC regulations.
2. BIG news: And not "big" in terms of it being "big" for your company, but what is realistically front page of a major metropolitan daily newspaper big.
3. Your web site: What I'm starting to do is first send out a pitch to reporters, then write a release. I'll end up posting the press release solely to my web site to show what my company is up to, but not doing any mass distribution of the content.
What makes something "press releases" worthy
If the situation permits you, then I will always suggest you to go for advance pitching. It is like fertilizing the ground, helping the news release to yield crops (that is success).
In the 10 years that I have been handling PR I have seen this process evolve. In recent years I would highly recommend reaching out to journalists first to better understand exactly what it is that interests them. Trust me - they will much rather take 2-10 minutes to talk to you rather than get buried in irrelevant releases constantly! It worked good for me to then categorize these journalists by interest ie "lifestyle, personal interest, or business". Then once you have made this initial contact it is easier to pitch the story to them directly. If they are interested in it after the pitch they will ask for the release. If you are unable to reach them, then it is perfectly acceptable to email the release and then follow up with a quick call. I have been told several times that this extra bit of time to better understand their needs helps them and therefore will help you in getting your release run.
I second and third the comments above that advise taking the time to understand, however broadly, a journalist's beat before pitching him or her.
I tend to respond best to short, personally tailored pitches that indicate the person doing the pitching has a general sense of the publications I write for and the range of coverage I'm able to secure in them. (In other words: Know my editors first.) Tip me off, offer me a sense of exclusivity, throw me a few bones to help with a unique angle, and THEN send me the link to the general release. I'll need it to check facts later.
That said, as a writer with some ambition to keep my name in circulation, I do welcome blind pitches from publicists, especially when they're coupled with an editor's contact info and the general understanding that we've both entered a game of roulette.
(Side note: Unlike many of the folks here, I do a lot of work in beats that involve acting on product or service pitches, so my experience may be a bit different.)
