@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
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Perfect Pitches: 500 Publishers Tell Us How To Get Their Attention

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We surveyed over 500 publishers to discover how businesses and individuals can increase their noise:value ratio when trying to secure press. Through over 20 survey questions and open-ended responses, we were able to establish a full picture on what publishers want from content ideation, development, and pitching. Over 100 high-caliber sites responded, including but not limited to: CNN, Time, NY Times, Guardian, Forbes, CNet, MSN, Reuters, Daily Mail, USA Today, ZDNet, Tech Crunch, Mashable, MTV, Huffington Post, Slate, Real Simple, Business Insider, Babble, Examiner, PC Mag, BuzzFeed and LifeHacker.

Published in: Marketing, Economy & Finance

Perfect Pitches: 500 Publishers Tell Us How To Get Their Attention

  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
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