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7 new rules of media pitching superstars outline
7 new rules of media pitching superstars outline
7 new rules of media pitching superstars outline
7 new rules of media pitching superstars outline
7 new rules of media pitching superstars outline
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7 new rules of media pitching superstars outline

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Outline of my presentation at the 2012 Spring Conference of PRSA and IABC in Utah.

Outline of my presentation at the 2012 Spring Conference of PRSA and IABC in Utah.

Published in: Business, Technology
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  • 1. 7 New Rules of Media Pitching SuperstarsBoost Your Credibility and Placements Despite Shrinking CoverageMichaelSMARTPRTrain how to boost media and blog coverageDaylong Pitching Boot Camp for PRSA in NYC, Chicago, Atlanta and SFTrain how to improve PR writingOngoing coaching for individuals and groupsThank you for this investmentListen for. . .The two-step pitch formula to grab any journalist’s or blogger’s attentionSurprising ways to frame boring facts into a catchy storyThe unconscious test every journalist/blogger applies to every pitchFoolproof way to establish relationships with the mediaTweet along@michaelsmartprDrastic changes in mediaWhat have you observed?Drastic changes in mediaLay-offsMultiple beatsMultiple platformsBigger premium on speedMore pressure, more stress, less timeJournalists’ and bloggers’ complaints about PRBut the reality is . . .This is good news for usBigger payoff for working smarterThere has never been a better time to be a media-savvy PR pro7 new rules of pitching superstars1. Customize your pitches to stand outSo what DO you say?What is journalists’ favorite topic?Familiarize yourself with their previous storiesReference their earlier work, and tell how your pitch relates
  • 2. DevinReference earlier work:“Walt, I’ve been using Webroot to protect myself from spyware since you recommended it. . . Thoughtyour readers might want your take on Mozy, which provides free online back-up.”10-second pitch formulaI saw your stories on (subject), and I thought you might be interested in (story).7 new rules of pitching superstarsCustomize your pitches to stand outFind the better angle even if it’s not obviousPromoting corporate philanthropyAnnual donation to pediatric cancerHow to make it new again?Contest for pediatric cancer patients“Color Carl’s Car”Kids design Carl Edwards’ NASCAR racerHe’d drive it that way in the upcoming raceTrendTo journalists, three examples make a trendBe an example for an existing trendEven better, suggest a new trend and find two other examplesKen LiPitchMany biotech start-ups founded by Searle “refugees” are now thriving. One has grown enough to moveinto the old Searle facility where its CEO worked before he was laid off.Take advantage of new media outletsNew outlets and opportunitiesStudent intern built targeted list of blogs, sitesFound 12 sites in one hour8 ran the story with no follow-up
  • 3. 7 new rules pitching superstarsCustomize your pitches to stand outFind the better angle even if it’s not obviousTake advantage of new media outletsKeep pitches brutally shortAnatomy of a perfect pitch emailOne-paragraph introOne-paragraph description of the angleCall to action and offers to helpThe most important thing a journalist can see in your email pitch is the . . .. . . end.Short email pitchesSave background, proper names for laterDON’T paste release or background belowWSJ reporter on email pitchesGets 60 email pitches a day (more go to spam)“You can tell in the first sentence or two . . .”“Write in a concise way that highlights what’s really interesting. I get pitches and I bet these people arereally interesting, but the email is eight paragraphs.”7 new rules of pitching superstarsCustomize your pitches to stand outFind the better angle even if it’s not obviousTake advantage of new media outletsKeep pitches brutally shortDo the leg work for journalists and bloggersSecret testAll journalists and bloggers do this without realizing itThey subconsciously evaluate every pitchThey ask themselves:
  • 4. “How much time will this take?”What do they need?Sources: real peopleSources: outside expertsVisualsBirth-order studyReal peopleProfessor’s siblingsProfessor’s kidsFamilies in DC areaThird parties:Well known UCLA birth order researcherExpert at U. of MarylandToday show7 new rules of pitching superstarsCustomize your pitches to stand outFind the better angle even if it’s not obviousTake advantage of new media outletsKeep pitches brutally shortDo the leg work for journalists and bloggersDiplomatically but tenaciously persistChina researchFollow-up sequenceFirst emailSecond email – same as the firstThen phone callCall ‘til they answerNever reference your email, just dive into the pitchWSJ reporter(I had sent her 4 follow-up emails)“Follow-up is okay as long as you’re not a pest, you handled that well.”“Same-day follow-up is too soon”7 new rules of pitching superstarsCustomize your pitches to stand outFind the better angle even if it’s not obviousTake advantage of new media outletsKeep pitches brutally shortDo the leg work for journalists and bloggersDiplomatically but tenaciously persist
  • 5. Don’t lament lack of media relationships – use pitches to build themBuilding relationships with mediaHow do I get them on the phone? How can I visit them?The strength of your relationships with media/bloggers is determined by the usefulness of theinformation you share with themPulling it all togetherBYU’s competition math teamIn the top 25Landed top HS math student in nationNo one caredHow do you get people to care about math?It’s obvious:MathletesShoot a rap video!Mathletes rap videoShot in one 3-hour sessionCost $500All “talent” from within departmentAdditional resourcesFree email with pitching and PR writing tipsNo more than once a week; less than 500 wordsAlso receive tips on winning subject linesAdditional resourcesOne-on-one coachingGroup coaching – MSPR “Inner Circle”Other results from climbing your pitching “mountain”Better knowledge of your organizationBetter relationships with coworkers and execsMore respect from journalists/bloggersMore unsolicited contacts and coverageBetter qualified in your careerMore confidence and job satisfactionIt works and it’s worth itPlease stay in touchmichael@MichaelSmartPR.comTwitter: @MichaelSmartPRwww.michaelsmartpr.com

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