• Pitch Please!

    Pitch Please!

    The art of the pitch – it can be delicate and precise like threading a needle, to something much more direct and forceful, like demolishing a wall with a sledge hammer. Regardless of your style, if you are going to get into PR, you should enjoy breaking down the walls and building relationships with the media. As PR Snoop Dogg (Snoop Lion does not exist to me) would put it, pitch please!

    I am by no means a vet, but as the months and years roll on it seems as though I am seeing increasing hesitancy from younger PR pros to hit send, or even, dare I say it, pick up the phone. I don’t want to be too sweeping here or condemning, there are definitely those younger folks who are hungry for media interaction, and also ready for it – kudos to you!

    Disclaimer aside, for those considering joining the PR ranks or those just getting started, the pitch is where it’s at. In my experience, there is not much in the course of an average day that is more rewarding or exciting then breaking through to a top tier publication or journalist, and getting them to see things your / your client’s way. It is like a dance of give and take, and whether or not it seems like it at the time, as the PR pro you are always leading.

    I like to think that I have a pretty good track record with the media, and while I don’t believe in a set equation for landing a story, there are definitely some pitch tactics that I have come to love and those I have grown to hate. Homework is perhaps the most important. Get to know the journalist, reference a recent article, and maybe even check them out on social media. Who knows what you may have in common that could serve as an ice breaker. It sounds corny and maybe even creepy, but see where they are geographically – what’s been big in the news there recently, maybe sports or weather – all it takes is one reply or one answered phone and your door is open.

    Once you have done your homework, you can and must be confident when you pitch – confidence is paramount. Insecurity rings out over the phone, it bleeds from your words in an email and it diminishes your credibility, making you harder to listen to. A journalist or editor from, oh say Bloomberg for example, will sniff out an ill-informed, insecure PR pro in an instant, and shut them down just as quickly. This can be very unpleasant – but it is important not to be shaken, to learn from it and move on to the next target.

    It is also very important to always remember that journalists are people – TALK TO THEM LIKE PEOPLE. Though they hold the keys to something you want, you are both just people who go home at the end of the day and do the same things that all people do. It is important to both give respect, but also earn and demand it back. All this said, conversation can’t and shouldn’t always be about shop, niceties like – “have a good weekend!” or “I hope you have been well since we last spoke!” – go surprisingly far.

    As Bill Gates so eloquently put it back in 1996, “content is king.” While many debate this stance in a world filled with more and more screens, and constantly increasing stimuli, I still think the sentiment rings true for a PR pitch. With that said, leave the marketing speak at the door! How do you expect to cut through an inbox with hundreds of other pitches when you sound like a pre-programmed Teddy Ruxpin spewing marketing rhetoric? Don’t copy and paste from that white paper or case study because it is easy and you need to send out 25 pitches today, just don’t do it – they’ll know – and your pitch will join many others just like it in the trash. Focus on your subject line; it is your first line of attack and often your only chance of getting through. Up-level your story and make it instantly interesting and attention grabbing; do this in seven words or less and you will cut through the noise, more often than not.

    Finally, “no” or “not now” are not always as cut and dry as they may seem. If you feel that you have a story that is just too good of a fit to simply let die at the hands of an editor who might not have even read or listened to your whole pitch, then don’t be afraid to push back. Do so very carefully and at your own risk, but often it is safe to say, “I appreciate your feedback, what about this angle,” or, “are you sure that you considered this piece of the story, it just really seems like a good fit.” It is scary and a bit risky, but believe me sometimes a well-informed argument works, and you come out the other side with a great story and a new level of respect from the journalist. At the very least you will not likely be forgotten anytime soon.

    These are just some little tips and tricks that I have learned over the course of thousands of pitches, hundreds of pieces of secured coverage and quite a few denials – you can take them or leave them. Perhaps what is most important it to develop your own set of guidelines, keep track of what works and what doesn’t, and build your repertoire of best pitching practices. Tips and tactics aside, you have to be in it to win it, so pitch please!

    Ryan Lilly

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  • PR People: We Know Enough to be Dangerous

    PR People: We Know Enough to be Dangerous

    Public Relations was not my first career choice, or so I thought. I thought that I wanted to be a lawyer, in fact I took the LSAT not once but twice, but the universe it seems had different plans. Now I find myself in a career where I represent my client’s best interest in the court of public opinion – sound familiar?  I often find that when I tell people what I do, they scoff and dismiss me as yet another liberal communications person, who was too lazy to develop the skill set of say an engineer or physicist or… a lawyer. It might not help that I live right next to Harvard and MIT, some of the most renowned academic institutions on the planet.

    I think there is a major disconnect between what people think that PR practitioners do and what we actually do. People seem to either think that PR people are slackers or not academically inclined, or my favorite – “Your work sounds like that show Mad Men.” Well let me tell you that we work very hard, and the only thing that I have in common with Don Draper and the misogynists at Sterling Cooper is an affinity for good scotch and a catchy tag line.

    Like any profession slackers make their way into PR, but they never last long and are usually weeded out early in their would-be-careers. Real PR pros – the great ones – are experts in dozens of disciplines, or at least they can convince other experts of their superior knowledge. Today I may be trying to convince a producer at NBC of why a consumer product that shines shoes is superior to all other shoe cleaning options, and tomorrow I may be talking best practices for ensuring healthcare IT security compliance with an editor at the Wall Street Journal.

    In PR you learn quickly that editors, producers and journalists have no problem telling you that you clearly have no idea what you are talking about, so you have to get a clue and get it quickly. Learn enough to be dangerous in a number of arenas and present that knowledge intelligently and confidently in a way that convinces the real expert that you just might know something more than he does – that is what it takes to be successful in PR.

    The business savvy that PR practitioners must possess, even at a young age, is something else that I think that many outside of the profession do not recognize. The opportunity to work with C-suite executives on major accounts provides a level of access that most twenty something’s can’t even dream of. You have to believe that if you are writing the CEO’s byline for Forbes you are getting a high level of attention. You also can be sure that you have instilled a high level of trust in your skill set.

    Also, as PR agency people become more seasoned, we get to witness acquisitions, mergers, hirings, firings, product launches… you get the idea – another level of access that not many people are privy to. Throughout the course of all these business moves we also get to see what works and what doesn’t. Not that PR people are or should be business advisors, but I have met some senior people who are certainly capable.

    PR requires a constant personal evolution, whether it is to keep up with new or social media or simply to learn about a new client’s industry. Good PR people aren’t just master communicators they are master formulators, planners, organizers, managers, writers, technologists, sociologists, psychologists and whatever else they might need on that day to get the job done.

    Ryan Lilly

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  • Practice Makes Perfect: Why I Blog on the Side

    In the wonderful world of public relations we write a lot. From press releases, to pitches, to tweets and Facebook posts, to blogs – we write it all. Most of this writing is tailored to styles that aren’t our own. AP Style. Client’s preference. Socially acceptable tweet format. The point is, PR people are super creative, but you don’t always see that in our public writing.

    That’s why I blog on the side. I have a book club blog that I write mostly for my friends’ entertainment. Why do I do it? I get to be creative and funny and write in my own way. No restrictions. No approvals. It’s awesome.

    What’s the benefit to my professional life in PR? Practice! The old adage “Practice makes perfect” applies here. The more I write on my own, the more practiced a writer I become. Writing about something you really enjoy lets you spread your creative wings more, which helps strengthen the quality of your writing for clients.

    In particular, I’ve found this creativity helps with writing pitches. I’ll admit to being a bit silly in my personal blog posts. This silliness turns into some fairly entertaining and eye-catching subject and opening lines. For example, I once opened with “So I was stalking you on Twitter and know you’re out of town…” Totally worked. This brand new contact I was pitching was flattered she had a stalker.

    Here are some tips I like to keep in mind when it comes to writing:

    1. Write Often – Practice writing on your own every now and then. I choose blogging about books. But maybe writing an email to a friend is more your style. Either way, daily writing can only strengthen your skills and you’ll write better on behalf of your clients later.
    2. Plan – Plan out what you what to say. Think about how you want to organize your thoughts and the point you want to make. If that means you bullet out the 5Ws (who, what, when, where, and why) or build an inverted pyramid, go for it. This will get you closer to the “C” goal: Clear, Cohesive, and Compelling.
    3. Read More – The more you read the more you’ll pick up good writing habits. Published work goes through editors before being declared ready for public consumption. Be a good reader and you’ll subconsciously learn new words, spell better, and recognize proper sentence structure. 

    Matter

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  • PCNE’s Boston Media Best Event: Takeaways that Matter

    Last night, a few of us had the pleasure of attending Pub Club of New England’s Boston’s Media Best event at the Museum of Science. This event featured an elite group of panelists:

    The reporters discussed the shifting media landscape and their personal preferences on dealing with US – PR Professionals – such as the importance using Twitter, knowing who to pitch and how you can be a valuable source that stands out from the inbox clutter! Here are our favorite tips from the night:

    Ashley’s Favorite Tip – Relationship building is key. I like to think of this tip as the Golden Rule of PR. While this may seem like a given, all five panelists gave great advice and reminders about how to foster long-lasting relationships. Do your homework, and make sure you have a full understanding of what your contacts are writing about, when they’re on deadline, and approach them with stories they’ll be receptive to at a time that’s convenient for them. They also encourage PR pros to approach them with larger trend stories, and appreciate any thoughts or ideas you might have (even if it’s not specific to the client you’re pitching). They’re even open to in-person meetings, and would be very receptive to a coffee invitation to chat about your story ideas. Following this Golden Rule will not only make you stand out, it will work to cultivate mutually fulfilling relationships.

    Talia’s Favorite Tip – “Don’t call me (and no, I probably won’t call you.)” It was unanimous – all 5 of our panelists echoed that we should not be calling them to pitch over the phone. They view it as disruptive, and in every case would prefer an email pitch, or a lead via Twitter. They all agreed that Twitter is becoming a fantastic source of news for them, and that they’ll often pull ideas straight from their feed (over their morning cereal, especially). To get their attention? DM, or tweet a link and tag their handle as a soft-sell. They also encouraged PR pros to “Tweet your Beat.” If you’re posting interesting content on a regular basis, you’ll also be viewed more as a source than a salesman. Do they find follow-up annoying? Not at all – but send an email, don’t call.

    Melissa’s Favorite Tip – Videos are IMPORTANT! According to Cara Rubinsky, the New England news editor at the Associated Press, they have to submit one per day, so they are always interested in receiving videos. Now keep in mind it can’t be too self promotional, but a video about a new, interesting product or service is what they are looking for. As Cara said, think about what type of video YOU would click to watch, and that’s what they are looking for. Videos with cats?  Yup, they are interested!

    What do you think? Do you have other tips to add? Leave your thoughts, comments and ideas below! 

    P.S. A special thanks to the Pub Club for holding such a great event and to all the reporters who participated! 

    Matter

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  • Escaping the Pitching Ditch

     

     

    After pitching a particular topic for X weeks, months or even years, PR professionals can start to feel as though they’ve reached an unavoidable road block. You’ve hit every outlet under the subject’s umbrella, pitched every relevant contact with every reasonable angle you can come up with – and now finding a new, creative direction feels like squeezing water from a rock. It happens to the best of us.

    In these situations, I find great value in brainstorming with colleagues (especially those not directly on my accounts). I’m regularly amazed by the gems of ideas that can come from people meeting to think out loud. Bouncing half-baked ideas around helps me to avoid the tracks of my day-to-day approach and map out new strategies.

    Then there’s something to be said about wandering off the normal path entirely – it could be a little dicey, but it could also lead you to a great, unexpected place. I took a cue from Matt Armendariz this weekend, a food photographer, esteemed blogger, and amazing self-promoter. Through no help of any PR folk, he wound up as the front man on the West Elm blog last week. Though Matt’s subject matter is far from impossible to pitch, this placement represented a brilliant realm of outlets I hadn’t yet thought to explore – retailer blogs.

    • What are some of the ways you get out of your own head when pitching?
    • Do you have an example of an “aha” moment, when you suddenly came up with a new, creative direction?

     

    Matter

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  • Hunting and Farming

    One of my first PR jobs was a firm that held a large company outing every year.  Along with the cookout and music came a fairly competitive set of athletic events.  Employees engaged in tennis, horseshoes, lacrosse, darts – just about anything that you could keep score at.  The centerpiece, however, was the softball game.  Custom T-shirts were made for every edition of this sports classic.  In my first year, the CEO named the teams the Hunters and the Farmers.  The Hunters consisted of the client facing professionals while the Farmers were the support staff, from the receptionist through HR and marketing and the administrative assistants. 

    The Farmers won the game that year, much to the chagrin of the hyper-competitive Hunters, but the thing that stuck with me was the distinction between the groups.  Public relations agencies need both Hunters and Farmers.  In fact, I would say that the best PR pros are a little of both.  You have to enjoy (at least a little) the thrill of the chase, the new business meeting, the pitching process.   But you also need to tend to those tasks that keep a communications program running well, planning, tracking, reporting and client status calls are crucial to overall success.

    Which are you, Hunter, Farmer or a little of both?

     

     

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  • There are movers and shakers, and then there is Peter Shankman

    Peter Shankman makes all the right moves.

    The guy is brilliant and, if you’re in PR, you can’t help but know that he has a cat named Karma and, when he’s not jumping from an insane altitude, he’s training for an Ironman. Oh, and he’s the founder and CEO of a PR/journalism game-changing company called Help a Reporter Out (HARO). (more…)

    Matter

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  • This just in.

    One of the things I love about working at a PR agency is no client is ever the same. There are always new challenges, new pitches and new strategies to be deployed. Though our clients often have products to be launched and reviews to be secured, recently I’ve had the pleasure of working on an account in which our team must rely on the expertise of the company’s executives for pitch fodder. We’ve had some fun and learned some lessons along the way, especially when it comes to responding to breaking news. Recognizing the valuable opportunity breaking news presents for us to mobilize the company’s very-willing executives to comment on relevant topics, our team identified strategies that work well for both our client and reporters. (more…)

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  • The (Wo)Man Who Knew Too Much

    Ever heard the saying “ignorance is bliss”?  Of course you have.  We all have.  Some people even run a little too far with the idea.  But that’s another rant for another day.

    I’ve always thought of PR professionals as the wizards behind the curtains.  We exist exclusively behind the scenes, preferring to go unmentioned, monitoring from afar, feeding key messages to spokespeople and strategically delivering inside scoops.  We are ghost writers, and we only occasionally emerge from the backdrop to network and share accolades among fellows of our community. (more…)

    Matter

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  • Merry metrics

    This time of year is brutal.

    We’ve hit Reality Check Season here at Matter. In addition to the regular, end-of-year PR stresses of chasing reporters and stories, staying on top of the latest holiday trends, and planning for the New Year ahead, we fine PR pros subject ourselves to something called metrics. (more…)

    Matter

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