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Drive Placements With Targeted Media Outreach

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Tired of reporters ignoring your news? Generate coverage by delivering the right pitches to the right reporters at the right times.

Cision’s VP of Media Research Valerie Lopez and SVP of Global Product Marketing Vanessa Bugasch help you:

• Improve pitch success rates by doing your homework
• Better target social influencers and traditional journalists
• Tap into the power and influence of niche communities

Published in: Marketing
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Drive Placements With Targeted Media Outreach

  1. 1. Drive Placements With Targeted Media Outreach Vanessa Childs, SVP Valerie Lopez, VP of Media Research
  2. 2. 22 The 5 Biggest Mistakes You Can Make 1. Sending irrelevant pitches 2. Using outdated lists 3. Not honoring opt-out requests 4. Being overly persistent 5. Spray & Pray
  3. 3. 33 Spray and Pray ▪ Journalists almost never open e-mails that are clearly mass releases ▪ Exclusivity is key with journalists ▪ Fast track to getting added to a blocked sender list ▪ Risk getting labeled as lazy and have all future pitches, even if they’re appropriate, be ignored
  4. 4. 44 Creating the perfect pitch ▪ Know what they cover & know their audience ▪ Keep it brief ▪ Stay relevant ▪ Personalize ▪ Update your lists
  5. 5. 55 Finding the RIGHT influencers ▪ Narrow your search. Looking to promote nail polish? Don’t look for people covering general beauty; find those specifically covering nail polish. ▪ Those nail polish influencers will be following – and have followers – who live, breathe, and love nail polish. ▪ Goodbye are the days of pitching to the wrong audience!
  6. 6. 66 The power of a few ▪ Find the RIGHT community ▪ Sometimes that group may not have a huge audience. ▪ They WILL have an audience who will absorb and distribute on-target news.
  7. 7. 77 Mass Influencers and Their Influence on PR ▪ Today, due in large part to social media, influencers are everywhere and are not bound by employment with a traditional news source. ▪ Ability to cover news faster than many traditional news sources. ▪ Many specialize in niche topics and might be more receptive to details which a general interest news source would only cover sporadically or reactively.
  8. 8. 88 Social Media Outreach ▪ Just because you can, doesn’t mean you should ▪ Building relationships take time ▪ Don’t ignore the little guys ▪ Honesty is the best policy ▪ Things can go viral in an instant

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