I’m seriously thinking of doing a series of blog posts about “Media Relations Commandments.” (Or, maybe Public Relations Commandments for the majority who primarily think of trying to generate editorial-type exposure when they think PR. But, that’s another post.)
I — like a bunch of other PR bloggers — received a piss-poor pitch from a large PR agency. The image is the email header and pitch I received. Clearly, by sending yourself the email, you BCC’d the list. With so many tools available to at least personalize emails (I’ve used GroupMail in the past), that’s a entry level or small-time budget effort.
And, there’s no tie in the pitch that the topic has anything to do with what I blog or tweet about. That’s a lazy effort.
If you take 20 minutes to scan my blog, you’ll be able to tell that my blog is primarily opinion. My opinion. For the most part, posts are tips, ideas and links to other items of interest. I rarely do product reviews. And, it should be pretty clear that I do not use suggestions from companies, associations or any PR agency.
Sure, send them my way if you like — I likely won’t use it, but definitely will read it and consider it. IF you should pitch me, at least make the topic of interest to what I blog about.
So, if you are MR-impaired (that’s media relations impaired), let me offer a bit of advice in how to scope out your media outlet targets BEFORE you pitch them (which is another possible commandment):
First, unless you have a new client or a new employee, you should be regularly reading the print or social media appropriate for your clients, or viewing or listening to the broadcast media programs you wish to reach. If you’re reaching out to a new set of media, get subscriptions, visit their sites (for traditional media) and read their blogs.
In addition, you can gleam background information on the media and the right person to pitch by using a tool like Cision, or even LinkedIn. For a blog, read the blog. Even if it’s one that you don’t regularly monitor, spend 20-30 minutes reading posts, searching for terms pertinent to your pitch, try to find the blogger’s profile and see if he or she is blogging elsewhere.
By reading, researching and becoming familiar with your initial targets, only then can then determine if they are “quality” targets — that is, if you think they might be open to your story idea.
-Mike
