Michael Smart delivered a solid repeat performance on June 29 of his two half-day workshops: Pitching Bootcamp and Building Media Relationships

Session One – Pitching Bootcamp: by Ana Pinilla, BusinessWire

Michael SmartThe Morning Session “Pitching Bootcamp” started with Michael talking about the problems PR practitioners can encounter when pitching journalists and went on to offer his “pitching playbook” where he discussed several examples of how to do it right – starting off with turning a press release from boring to glowing – making it into something newsworthy that journalists will want to use as part of their reporting.  It’s also about finding the angle for the story – one that could be holiday or seasonally related, a story with human impact, or even proximity to where we live and work, as well as other ideas. Michael went on to discuss the anatomy of a perfect pitch that included appropriate phone and/or email introductions and how to deliver the story with speed and interest. But with all this being said, success also depends on knowing the journalists – what they write about and knowing their style. What was particularly helpful was that Michael provided audio and video examples of pitches – with lots of do’s and don’ts – that made it all so much easier and real to attendees.

 

Session Two – Going Beyond the Pitch: Why Relationship Building Matters: by , News Generation

Michael SmartAs PR pros, we know the importance of building and strengthening our relationships with reporters. This was the focus of PRSA-NCC’s recent series of workshops with media relations expert Michael Smart. During the workshops, Smart offered participants hands-on, practical tips and social media suggestions on how to engage and build relationships with members of the media.

The most important theme he stressed is that you must invest in your relationships with the media. Invest the time and brain space. It is a critical component of your job and helps us be more effective at what we do.

Also, pay attention to what journalists are covering. Engage with their material. Show them that you are following them, that you genuinely care about what they’re reporting. Doing so will help separate you from other PR pros. Learn their style and pitch them in a personal, customized way, and become a credible resource to journalists. When pitching, it’s equally important to show that that we’re respectful of a journalist’s time and deadlines.

(*re-published from News Generation: http://www.newsgeneration.com/2016/07/01/relationship-building-matters-michael-smart-prsa/)

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Media Relations in the Age of the Mobile Device

By Ailis Wolf, Van Eperen

media-mobileOn Thursday, Nov. 19, the Professional Development Committee hosted an exciting media panel at the Navy Memorial to discuss what the rise of the mobile device means for the future of media relations campaigns and for the outreach being conducted now by media relations professionals.

The panel consisted of Lisa Stark, national news correspondent for Al Jazeera (@LisaStark); Lenny Bernstein, fitness and health correspondent for The Washington Post (@LennyMBernstein); Eric Lichtblau, justice department correspondent for The New York Times (@EricLichtblau); and Andrea Shalal, defense industry correspondent for Reuters (@andrea_shalal). The panel was moderated by Aaron Cohen, president of Aaron Cohen PR, LLC (@aaroncohenpr).

The panelists shared insights into what the changing digital landscape has meant both for how they work and for the level of their workload, which informs how best to reach them when pitching. They also offered a variety of useful information about the changes going on within their organizations in order provide content optimized for mobile platforms, both phones and tablets.

On Al Jazeera America and what she does, Lisa Stark shared that she loves PR people as they give her a window into items about which she would not know otherwise. But for her, the worst thing is individuals who try to “pull the wool over my eyes.” She said the most important thing to her is that PR professionals are honest. She says, “You want me to be straight with you, and I want you to be straight with me.” Lisa said, and other panelists agreed, that it is important to know the audience of the media outlet you are pitching and know the types of things they cover, particularly when pitching a journalist who has a specific beat. She noted that Al Jazeera America, for example, is focused on covering stories about inequality, social justice, immigration, gender issues, and pioneers. They think of themselves as the “anti-Kardashian” network. They tend to do larger pieces and their pieces run longer than most found on other networks. Their network is also on social media across all platforms and she has been told the big issues for them on social media are gender and race. And unlike some of the other speakers, Lisa said 60 percent of Al Jazeera’s online traffic is from desktop, with 40 percent coming from mobile.

Last month (October), 80 percent of the online traffic for The Washington Post – 51 million out of 66 million – came from mobile, either through phone or tablet. That statistic, reported by Lenny Bernstein, is indicative of a major trend affecting changes at all media outlets with the goal of optimizing online traffic. What changes are being made at the Post that have allowed them to recently beat The New York Times in unique page views? Bernstein reported that the big difference between what is seen on mobile versus on a desktop has to do with design. The Washington Post has a team of people focused on redesigning content to make it shorter, punchier and grabbier to appeal on mobile. Other Washington Post statistics the audience was interested to learn include:

  • Forty percent of mobile users are millennials.
  • The top levels of traffic come from (1) Facebook, (2) Google search, (3) other sites. Direct site visitors fall fourth or fifth when it comes to overall online traffic.
  • Many readers only read through the fourth paragraph of a story.

Bernstein also said he gets 200 emails a day and he does try to read them all. Therefore, it is key that you have a compelling subject line and a short, interesting pitch. You don’t need to put all of the information in your pitch email, just the key points – you can always send additional details later if he contacts you with interest. If you have a health pitch for him, he said not to call unless you know him – just send an email. He is interested in health and medical trends, particularly topics he would have a hard time finding himself.

Eric Lichtblau said about mobile: “It’s all about the delivery.” As with the Post, The New York Times is also seeing a lot of traffic “coming in sideways” – from Facebook, Twitter, Instagram and other mobile platforms. Only about 20-30 percent of their online traffic comes directly to the website – the rest is all from mobile. He said as the focus shifted to delivery, there was initially pushback from reporters who wondered about why content wasn’t the focus. But the change had to be made to stay competitive as the digital landscape continues to shift. Regarding how to pitch him, he agrees with Bernstein – if you don’t know him, email him. The only exception, of course, is if you have something that would be a page 1 exclusive. Eric also added that while he is not as involved in Twitter, as is the case for many reporters over 40 years old, the younger reporters often do everything on Twitter so PR professionals should do their research. And younger reporters don’t only use Twitter to share their own stories, they use it to track news, competitors and even to find sources for stories.

At Reuters, the world’s largest wire service, reporters are always racing against other newswires, newspapers and all other media to be first to a story so PR professionals need to keep in mind that the pace is incredibly fast. Andrea Shalal told the audience that she gets a daily report showing scores for how fast they were on the daily headlines as compared with other media outlets – down to the millisecond. She said the average length of a Reuters story is 400 words – for PR pros, that means pitches need to be quick, pithy, honest and to the point. The short length also changes what she is able to do with a story, even a really good one.

Across the board, the panelists agreed that a pitch with visuals was better than one without. Even better – if the reporter can bring a photographer or videographer with them to film it themselves. The speakers also agreed that they are all open to an introduction to a good source, given that source is easy to connect with when needed. Also, the speakers said it is fine for a PR pro to sit in on a call with a source that they have coordinated, but they should make the call happen as fast as possible and stay out of the way so as not to clutter up the process.

Top 5 Tips for Pitching Multimedia Newsrooms

Jennifer Nycz-Conner of the Washington Business Journal and WTOP

Jennifer Nycz-Conner of the Washington Business Journal and WTOP

Why didn’t they respond to my pitch? Why doesn’t this reporter care about my client? Sending out generic pitches to reporters is not only a waste of your time, it also won’t get coverage for your clients. Jennifer Nycz-Conner, an editor at Washington Business Journal and a business reporter at WTOP, knows first hand what goes into pitching the right story to the right reporter. During this month’s IPRA Luncheon, Jennifer provided her top five tips for successful pitching in today’s multimedia newsrooms:

  1. Get to know your prey. Reporters receive countless numbers of pitches every day, so you need to make your pitch worthwhile. Reporters often get emails that read “I see you have written about X, so I assume you will like this story.” Jennifer recommends researching the reporters you’re pitching to determine how often they’ve covered a particular issue. Was the topic covered in one story or several?
  1. Pitch stories that are interesting. Nine times out of ten, sending pitches with photos of your client holding a giant check or giant pair of scissors at an event is not going to generate coverage. There is no true meat behind those stories and nothing that really interests readers.
  1. Choose the best subject line. When you’re emailing reporters, it’s all about the subject line and it will make or break your pitch. Try equating your subject line to a good headline – it should grab the reporter’s attention. “If you can’t put your pitch in a headline, then it’s not a good pitch,” says Jennifer.
  1. Know if and when it’s appropriate to attach files. Reporters don’t want multiple files attached to an email. Opening multiple attachments creates more work for them, so skip the file attachments. Instead, send a brief, two-paragraph pitch with a link to the full press release. If you have photos or videos to include with the pitch, add a link to a Dropbox folder with the files. These steps will save reporters time and help you get straight to the point with your pitch.
  1. Be prepared for a response. PR professionals are used to pitching so many reporters in a given day that they can forget to be prepared when the reporter responds sooner than expected. If you’re pitching a great story, then you and your team needs to be ready for the story to be picked up.

The next time you start to pitch a reporter, keep these tips in mind and make sure your pitch is tailored to the person you are pitching. It should be easy for the reporter to understand the point of your pitch – and if they don’t, chances are your pitch won’t turn into coverage.

Erin White is the vice president of the George Mason University Chapter of the Public Relations Student Society of America. She is also an intern with the Independent Public Relations Alliance and PRSA-NCC.