@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1nuTW0Q
This is a story
about a noise:value ratio
that has gotten out of whack.
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Image Cr...
Editorial voices are outnumbered by public
relations professionals by almost 5:1
http://frc.tl/1qc14fR @KelseyLibert, @RyM...
http://frc.tl/1mrxZgH @KelseyLibert, @RyMcGonagill, www.Frac.tl
“Many [PR professionals] have a
misunderstanding when it c...
Our Research
@KelseyLibert,
We interviewed over 500 writers, editors, and publishers.
Image Credit: http://frc.tl/1pXwPw9 @KelseyLibert, @RyMcGonagill...
This Is Their Story
@KelseyLibert,
Image Credit: http://frc.tl/1xzC2fG @KelseyLibert, @RyMcGonagill, www.Frac.tl
@KelseyLibert,@RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/TBxFBj
The majority of people
you’re pitching only write
ONE STORY per day.
Image Credit: http://frc.tl/1n2DRL4 @KelseyLibert, @R...
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
Image Credit: http://frc.tl/1kf24uz @KelseyLibert, @RyMcGonagill, www.Frac.tl
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Although most writers
publish one story per day,
44% of them get pitched a
minimum of TWENTY
TIMES per day.
@KelseyLibert,...
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Although writers are
inundated with pitches, only
11% often write a story
based on content that was
sent through a pitch.
However, 45% said
sometimes, so there is an
opportunity for change.
Image Credit: http://frc.tl/1pdIwhX @KelseyLibert, @Ry...
Your Strategy Lesson
@KelseyLibert, @RyMcGonagill, www.Frac.tl
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
Image Credit: http://frc.tl/SIrBGl @KelseyLibert, @RyMcGonagill, www.Frac.tl
STOP spamming writers
with poorly matched assets.
Instead, collaborate on
mutually beneficial ideas.
Image Credit: http://...
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1rIug1F
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1j993LC
Your Networking Lesson
@KelseyLibert, @RyMcGonagill, www.Frac.tl
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
@KelseyLibert, @RyMcGonagill, www.Frac.tl
64% of writers think it is of
some importance that you
establish a personal
connection before pitching.
Image Credit: http...
Use Twitter as a platform to
socialize with your prospects
weeks prior to the pitch.
Engage in blog posts.
Image Credit: h...
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
Image Credit: http://frc.tl/1o6SCSr @KelseyLibert, @RyMcGonagill, www.Frac.tl
Put down your cell phone.
Stop spamming on social media.
Start writing sincere emails
to the best-fit person
for your camp...
Use a CRM such as BuzzStream
to manage your relationships.
Image Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagil...
Your Pitch Lesson
@KelseyLibert, @RyMcGonagill, www.Frac.tl
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
What time of day do you want to be pitched?
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Use a pre-scheduling tool to
send your emails in the early
morning hours.
Image Credit: http://frc.tl/1nuKeso @KelseyLiber...
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
@KelseyLibert, @RyMcGonagill, www.Frac.tl
88% of writers prefer a
pitch be less than 200
words. Check your word
count before sending.
Image Credit: http://frc.tl/1u...
Image Credit: http://frc.tl/1xzC2fG @KelseyLibert, @RyMcGonagill, www.Frac.tl
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Test your subject lines in
your inbox. What stands out?
The golden rule is 45-65
characters.
@KelseyLibert, @RyMcGonagill,...
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
Image Credit: http://frc.tl/1oFpU8O @KelseyLibert, @RyMcGonagill, www.Frac.tl
An overwhelming number said they want a subject line that is:
• Direct
• Concise
• Descriptive
• Includes keywords relevan...
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://www.pinterest.com/pin/75364993733755783/
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
@KelseyLibert, @RyMcGonagill www.Frac.tl
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
• Do your research.
• Know the publication.
• Be relevant.
• Make it newsworthy.
• Know my beat.
• Don’t use all caps.
• B...
Image Credit: http://frc.tl/1k5uTLo @KelseyLibert, @RyMcGonagill, www.Frac.tl
“If I don't respond it's because I'm not int...
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
• Breaking news
• Exclusive research
• Emotional stories
• Timeliness
• Relevance
• Data
• New hook
• A story
• Interview ...
Research by Kelsey Libert, www.Frac.tl
http://frac.tl/publisher-feedback/
Leverage The Science
Behind Great Content.
Research by Kelsey Libert, www.Frac.tl
Build Relationships. Build Buzz.
Check us out at www.buzzstream.com!
Upcoming SlideShare
Loading in...5
×

500 Writers & Editors Reveal What They Look for in a Pitch

85,834

Published on

In this BuzzStream webinar, Ryan McGonagill & Kelsey Libert share the results of their Perfect Pitches survey. Ryan and Kelsey reached out to more than 500 editors at publications like Time, BuzzFeed, Upworthy, and more, and asked them what they look for in a pitch.

For more about outreach best practices, visit http://www.buzzstream.com/blog. For more from Kelsey & Ryan, visit http://frac.tl/.

Published in: Marketing, Business

500 Writers & Editors Reveal What They Look for in a Pitch

  1. 1. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1nuTW0Q
  2. 2. This is a story about a noise:value ratio that has gotten out of whack. @KelseyLibert, @RyMcGonagill, www.Frac.tl Image Credit: http://frc.tl/Up2Gt
  3. 3. Editorial voices are outnumbered by public relations professionals by almost 5:1 http://frc.tl/1qc14fR @KelseyLibert, @RyMcGonagill, www.Frac.tl
  4. 4. http://frc.tl/1mrxZgH @KelseyLibert, @RyMcGonagill, www.Frac.tl “Many [PR professionals] have a misunderstanding when it comes to the difference between advertorial and guest posts.” – Gigaom.com “Too many submissions we get are clearly just pitches for a company, attempting to masquerade as thought pieces, a press release dressed as a guest post.” – TechCrunch.com “Over time [guest blogging] has become a more and more spammy practice.” – Matt Cutts
  5. 5. Our Research @KelseyLibert,
  6. 6. We interviewed over 500 writers, editors, and publishers. Image Credit: http://frc.tl/1pXwPw9 @KelseyLibert, @RyMcGonagill, www.Frac.tl
  7. 7. This Is Their Story @KelseyLibert,
  8. 8. Image Credit: http://frc.tl/1xzC2fG @KelseyLibert, @RyMcGonagill, www.Frac.tl
  9. 9. @KelseyLibert,@RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/TBxFBj
  10. 10. The majority of people you’re pitching only write ONE STORY per day. Image Credit: http://frc.tl/1n2DRL4 @KelseyLibert, @RyMcGonagill, www.Frac.tl
  11. 11. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  12. 12. Image Credit: http://frc.tl/1kf24uz @KelseyLibert, @RyMcGonagill, www.Frac.tl
  13. 13. @KelseyLibert, @RyMcGonagill, www.Frac.tl
  14. 14. Although most writers publish one story per day, 44% of them get pitched a minimum of TWENTY TIMES per day. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/TByPNb
  15. 15. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  16. 16. @KelseyLibert, @RyMcGonagill, www.Frac.tl
  17. 17. Although writers are inundated with pitches, only 11% often write a story based on content that was sent through a pitch.
  18. 18. However, 45% said sometimes, so there is an opportunity for change. Image Credit: http://frc.tl/1pdIwhX @KelseyLibert, @RyMcGonagill, www.Frac.tl
  19. 19. Your Strategy Lesson @KelseyLibert, @RyMcGonagill, www.Frac.tl
  20. 20. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  21. 21. Image Credit: http://frc.tl/SIrBGl @KelseyLibert, @RyMcGonagill, www.Frac.tl
  22. 22. STOP spamming writers with poorly matched assets. Instead, collaborate on mutually beneficial ideas. Image Credit: http://frc.tl/1n2EWCF @KelseyLibert, @RyMcGonagill, www.Frac.tl
  23. 23. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  24. 24. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1rIug1F
  25. 25. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  26. 26. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1j993LC
  27. 27. Your Networking Lesson @KelseyLibert, @RyMcGonagill, www.Frac.tl
  28. 28. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  29. 29. @KelseyLibert, @RyMcGonagill, www.Frac.tl
  30. 30. 64% of writers think it is of some importance that you establish a personal connection before pitching. Image Credit: http://frc.tl/1kLg9Vy @KelseyLibert, @RyMcGonagill, www.Frac.tl
  31. 31. Use Twitter as a platform to socialize with your prospects weeks prior to the pitch. Engage in blog posts. Image Credit: http://frc.tl/1kLg9Vy @KelseyLibert, @RyMcGonagill, www.Frac.tl
  32. 32. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  33. 33. Image Credit: http://frc.tl/1o6SCSr @KelseyLibert, @RyMcGonagill, www.Frac.tl
  34. 34. Put down your cell phone. Stop spamming on social media. Start writing sincere emails to the best-fit person for your campaign. Image Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagill, www.Frac.tl
  35. 35. Use a CRM such as BuzzStream to manage your relationships. Image Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagill, www.Frac.tl
  36. 36. Your Pitch Lesson @KelseyLibert, @RyMcGonagill, www.Frac.tl
  37. 37. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  38. 38. What time of day do you want to be pitched? @KelseyLibert, @RyMcGonagill, www.Frac.tl
  39. 39. Use a pre-scheduling tool to send your emails in the early morning hours. Image Credit: http://frc.tl/1nuKeso @KelseyLibert, @RyMcGonagill, www.Frac.tl
  40. 40. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  41. 41. @KelseyLibert, @RyMcGonagill, www.Frac.tl
  42. 42. 88% of writers prefer a pitch be less than 200 words. Check your word count before sending. Image Credit: http://frc.tl/1uNnHds @KelseyLibert, @RyMcGonagill, www.Frac.tl
  43. 43. Image Credit: http://frc.tl/1xzC2fG @KelseyLibert, @RyMcGonagill, www.Frac.tl
  44. 44. @KelseyLibert, @RyMcGonagill, www.Frac.tl
  45. 45. Test your subject lines in your inbox. What stands out? The golden rule is 45-65 characters. @KelseyLibert, @RyMcGonagill, www.Frac.tl
  46. 46. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  47. 47. Image Credit: http://frc.tl/1oFpU8O @KelseyLibert, @RyMcGonagill, www.Frac.tl
  48. 48. An overwhelming number said they want a subject line that is: • Direct • Concise • Descriptive • Includes keywords relevant to the writer’s beat Image Credit: http://frc.tl/1oFpU8O @KelseyLibert, @RyMcGonagill, www.Frac.tl
  49. 49. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  50. 50. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://www.pinterest.com/pin/75364993733755783/
  51. 51. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  52. 52. @KelseyLibert, @RyMcGonagill www.Frac.tl
  53. 53. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  54. 54. • Do your research. • Know the publication. • Be relevant. • Make it newsworthy. • Know my beat. • Don’t use all caps. • Be personal. • Be concise. • Don’t cold call. • Does it fit my beat? • Use spellcheck. • No giant attachments. • Don’t pitch on social media. • Know my audience. • Avoid phony friendliness. • Get my name right. • Avoid the fluff. • Tailor your subject lines. • Die in a fire. @KelseyLibert,Image Credit: http://frc.tl/VTh6SP
  55. 55. Image Credit: http://frc.tl/1k5uTLo @KelseyLibert, @RyMcGonagill, www.Frac.tl “If I don't respond it's because I'm not interested. If I am interested, I will email you back.” – NationalJournal.com “1) Don't send multiple emails and follow-ups. 2) Don't follow up your email with a call.” – Parents.com “Do not call me 5 minutes later to follow up.” – Geek.com “Don't follow up so many times. If we're not interested, we're not interested.” – OutOfThePastBlog.com “Unless I contact you asking for more information, don't follow up 2 and 3 times asking if I'm going to write about the story you sent me.” – TheGoodWineGuru.com
  56. 56. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  57. 57. • Breaking news • Exclusive research • Emotional stories • Timeliness • Relevance • Data • New hook • A story • Interview opportunities • Data visualizations • Useful information • Innovative • Interesting analysis • Storytelling • Well-researched • Meets editorial mission • Original content • Solutions to problems • Engaging • Amusing • Useful insights • Humor • Unique angles • High-quality graphics @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1zkwgzt
  58. 58. Research by Kelsey Libert, www.Frac.tl http://frac.tl/publisher-feedback/
  59. 59. Leverage The Science Behind Great Content. Research by Kelsey Libert, www.Frac.tl
  60. 60. Build Relationships. Build Buzz. Check us out at www.buzzstream.com!
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×