Reporters and editors (like, um, me) are deadline driven folks, and it takes some effort to get their attention. If PR reps want reporters to read their emailed press releases (spam for journalists), its best to build relationships with them. MarketingSherpa has an interview with Advertising Age editor Jonah Bloom discussing how to PR reps can build rapport with his magazine, and his advice can apply to other publications as well. Here are six tips for PR reps trying to get on a reporter's good side and one big no no to avoid when pitching to Bloom at Advertising Age:
1. Don’t email a generic story pitch. Find out which editor/reporter covers your niche and contact them.
2. Don’t follow up with telephone calls to ask if your release was received.
3. Check and see if the publication you're wooing has an editorial calendar.
4. Find out exactly who should be receiving your press releases. Don't just spam the whole office.
5. Get to know which editors handle online content and which editors handle print content.
6. Get to know a reporter by asking him/her to a breakfast/lunch meeting.
Here's an extra tip from me. Don't just pitch profile stories about the fabulous/genius CEO you work for. Sell the reporter on how your company reflects bigger trends and/or themes in your industry. And the shorter the pitch, the better. More from MarketingSherpa:
"How to avoid the biggest mistake - Do not send Bloom a press kit unless you want to incite rage. “I'd like to never, ever see a press kit again. I mean, who still uses that [blank]? Next, you'll be asking me which window I like my carrier pigeons to arrive at.”
There's one exception to the last rule, however: Chocolates. Journalists loooooove chocolate.
