Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The New Rules of Media Pitching

2,011 views

Published on

Are your pitches getting the silent treatment?

Avoid the cold shoulder and become an indispensable source by adhering to the new rules of media pitching.

At his webinar acclaimed pitching coach Michael Smart will provide today’s top pitching tips, including word-for-word examples of pitches that landed top-tier coverage.

Michael will show you how to:

- Plug holes in your media list that you didn’t know existed
- Warm up cold emails through influencer outreach on social
- Flesh out pitches with a novel approach to using HARO
queries
Sway coverage decisions by adding in the new factor that’s currently costing you placements

  • Earn $500 for taking a 1 hour paid survey! read more... ★★★ http://ishbv.com/surveys6/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • HOW TO UNLOCK HER LEGS! (SNEAK PEAK), learn more... ▲▲▲ https://tinyurl.com/y52uv4vq
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

The New Rules of Media Pitching

  1. 1. © Copyright 2016 MichaelSMARTPR, LLC The New Rules of Media Pitching Become an Indispensable Source #CisionWebinar @michaelsmartpr
  2. 2. Today’s Participation • During today’s webinar, attendees will be in listen- only mode. • If you are experiencing audio issues, please use the chat box to contact the webinar host. • Submit text questions: Q&A addressed at the end of today’s webinar. #CISIONWebinar
  3. 3. @michaelsmartpr #cisionwebinar Results AP and Reuters, 800 online, 50 broadcast, 43 print
  4. 4. @michaelsmartpr #cisionwebinar You might be thinking . . . •“Well, it helps if you’ve got JLaw . . .” •But they didn’t “have” her either! •They created this angle entirely with their own in-house resources Creativity > Budget
  5. 5. @michaelsmartpr #cisionwebinar The question on everyone’s mind Who is this talking, and what does he look like?
  6. 6. @michaelsmartpr #cisionwebinar My singular goal today: Distract you from whatever you’re multitasking 
  7. 7. @michaelsmartpr #cisionwebinar You already know: •Some media are hemorrhaging readers/viewers . . . •. . . while others are soaring •Journalists/bloggers/influencers are busier and more distracted than ever •Old outreach doesn’t work
  8. 8. @michaelsmartpr #cisionwebinar What you get today • The NEW prime factor editors use when considering pitches and how to make it work for you • 1 simple formula to rev up lame material • Contrarian HARO hack to add depth to shallow ideas • Plugging the holes in your media list • Using social media to warm up cold emails • 2 nuances of customizing your outreach • LOTS of successful pitches
  9. 9. Copyright 2014 MichaelSMARTPR LLC
  10. 10. @michaelsmartpr #cisionwebinar A prize for listening closely •I will drop three random song lyrics •Tweet each song and artist name to @michaelsmartpr as it happens •Fastest person to get all three wins $25 Amazon gift card
  11. 11. @michaelsmartpr #cisionwebinar What you get today • The NEW prime factor editors use when considering pitches and how to make it work for you
  12. 12. @michaelsmartpr #cisionwebinar A shift on having everything first? •“That’s already been out there.” •“We already covered that.” •This philosophy is turning on its head
  13. 13. @michaelsmartpr #cisionwebinar And then three years later . . . •Re-posted with permission on Slate •Became their-most viewed story of the year! •And then the next summer . . .
  14. 14. @michaelsmartpr #cisionwebinar Which of these metrics do you think is most important in determining content's success? Cision’s 2016 State of the Media report
  15. 15. Jon McBride • Cold-pitching New York Times blogger
  16. 16. Pitch to NYT Subject: Study: What Makes Siblings Different? Hi KJ, Wanted to let you know about a new study on sibling differences from researchers at BYU and Penn State. The study finds that when parents compare their children, it can have negative effects in the classroom. Parental belief (not just actual parenting) has a big influence on who their children become. Thought this might be of interest to you for The Motherlode Blog. Let me know if you’d be interested in seeing the study itself, our release, or if I can get anything else for you, including an interview with the professor. Also, you might be interested to know that our story on this went crazy on Reddit last night, bringing more than 42,000 page views to our story (93% upvoted the story, 700+ comments). This is something people seem to really want to talk about. Jon
  17. 17. @michaelsmartpr #cisionwebinar What’s the takeaway? •Pitch content that is already performing well online WORKS BEST WITH: • Digital natives like Buzzfeed, Mashable, etc. • OR younger influencers • OR influencers active on Twitter who value measurable results •Bonus takeaway: Show how your idea WILL perform well online
  18. 18. Brittney Maxfield • PR manager for HR consulting company • Has a CEO she wants to promote as thought leader • Proposes a recurring column to Forbes.com
  19. 19. Pitch to Forbes . . . Joseph contributes to his own weekly e- newsletter and blog, which reach more than 190,000 subscribers. In the past, we directed this traffic to Joseph’s online columns, generating great conversation and often catapulting his columns to the most-read articles of the day. We know our audience of executives and managers will benefit from the thought leadership available at Forbes and we’d love to send our readers to your site in a similar fashion.
  20. 20. @michaelsmartpr #cisionwebinar What we’re learning today •Tout online performance •1 simple formula to rev up lame material
  21. 21. @michaelsmartpr #cisionwebinar Does this happen to you? •CEO’s or client’s “major announcement” •“We just hit our numbers for the third quarter!”
  22. 22. Copyright 2014 MichaelSMARTPR LLC
  23. 23. @michaelsmartpr #cisionwebinar Creativity formula MOST POPULAR FLAVOR
  24. 24. 8-year-old book Tip sheet: “When Bad Relatives Happen to Good People”
  25. 25. Fox & Friends
  26. 26. Jon Sullivan, Aflac
  27. 27. Annual donation to pediatric cancer research Pre-existing NASCAR sponsorship “Color Carl’s Car”
  28. 28. @michaelsmartpr #cisionwebinar Combinations CAN go too far
  29. 29. @michaelsmartpr #cisionwebinar What we’re learning today •Tout online performance •1 simple formula to rev up lame material •Contrarian HARO hack to add depth to shallow ideas
  30. 30. Erin Morrisey • At LA agency Konnect PR • Repping a pool cleaning company • Challenge: WSJ
  31. 31. Hi [WSJ writer], [customized intro] With that said, I wanted to see if you might be interested in the topic of acquisitions. Many businesses are using this strategy to expand their respective companies. For example, the CEO of VivoPools . . . [details about his approach] Overall, I thought it might be interesting to do a piece on this strategy, detailing the pros and cons businesses face in growing this way. Please let me know if this is of any interest as I would love to provide you with additional examples. Thank you for your consideration. Best, Erin
  32. 32. @michaelsmartpr #cisionwebinar Here comes HARO • Usually used by journalists to gather examples • Erin issued a query herself to solicit input from similar non-competitors • Pulled together 11 different companies as examples for reporter • Resulting article includes two of her clients
  33. 33. @michaelsmartpr #cisionwebinar What we’re learning today •Tout online performance •1 simple formula to rev up lame material •Contrarian HARO hack •Plugging the holes in your media list
  34. 34. @michaelsmartpr #cisionwebinar Ranked by unique visitors HuffingtonPost USA Today Buzzfeed NY Times Washington Post Business Insider Time Mashable comScore, 2015
  35. 35. @michaelsmartpr #cisionwebinar Ranked by unique visitors HuffingtonPost USA Today Buzzfeed NY Times Washington Post Business Insider Time Mashable comScore, 2015 What about your trade pubs/verticals?
  36. 36. • Science writers dwindling • Just like biz journos in local markets Kim Ward
  37. 37. Subject Line: Black Holes Don’t Entirely Suck…. …because, Elise, Michigan State University Professor Chris Adami believes he has plugged the hole in Stephen Hawking’s black hole theory — the information paradox hole. Here’s the link to the release and study: [continued]
  38. 38. @michaelsmartpr #cisionwebinar Takeaway •What’s the “IFL Science” in your niche? •Ask your prospects and scour your media database •Refresh your media lists at least quarterly
  39. 39. @michaelsmartpr #cisionwebinar What we’re learning today •Tout online performance •1 simple formula to rev up lame material •Contrarian HARO hack to add depth to shallow ideas •Plugging the holes in your media list •Using social media to warm up cold emails
  40. 40. Copyright 2014 MichaelSMARTPR LLC
  41. 41. @michaelsmartpr #cisionwebinar Cision State of the Media report Email 93.4% Phone 2.0% Social Media - Pitch publicly 0.6% Social Media - Pitch via private message 1.4% “How do you prefer to receive pitches?”
  42. 42. @michaelsmartpr #cisionwebinar Cision State of the Media report
  43. 43. Sarina Gleason
  44. 44. Yahoo! Health
  45. 45. Still reacting 
  46. 46. Jeff Chandler • PR Director for internet security firm • Noticed one CNN reporter tweeting at individuals asking if they could talk to him about a particular security protocol
  47. 47. The email Subject: SHA-1 Hi XXXX: Jeremy Rowley of DigiCert is very involved in the CA/Browser Forum, which includes Google and sets much of the policy for how digital certificates are handled. He could be a good source for you on the SHA-1 matter, answering questions about the transition from SHA-1 to SHA-2, what some companies have been doing to buy extra time before they must fully transition to comply with the Google timelines, what’s important to know about the state of SHA-1 and the push for migration to SHA-2, etc. Would you like to set up a time for a phone interview with him tomorrow? Please let me know what you have in mind and I can put you in touch.
  48. 48. @michaelsmartpr #cisionwebinar What we’re learning today •Tout online performance •1 simple formula to rev up lame material •Contrarian HARO •Plugging the holes in your media list •Using social media to warm up cold emails •2 nuances of customizing your outreach
  49. 49. Copyright 2014 MichaelSMARTPR LLC
  50. 50. @michaelsmartpr #cisionwebinar Typical pitch today Dear _____________, Hope you’re well – I enjoy your tech coverage so I thought I’d reach out. I represent Lockstiff Innovations, a leading provider or rigid security solutions, that is announcing today its new . . .
  51. 51. @michaelsmartpr #cisionwebinar PR pro-turned-editor I value good pitches – I just don’t get any. It’s the same generic crap that I was doing at [PR agency] 15 years ago. My immediate reaction is, “You have no idea who we are or what we do.”
  52. 52. @michaelsmartpr #cisionwebinar Cision State of the Media report
  53. 53. @michaelsmartpr #cisionwebinar Two best practices •Make a well-researched, accurate personal reference
  54. 54. Claire Grady • LA’s Konnect PR • Repping Linus bike brand
  55. 55. Pitch for Vanity Fair’s Mother’s Day gift guide
  56. 56. VanityFair.com
  57. 57. Mercy Chikowore • Pitching new online store to Business Insider
  58. 58. Hi Dylan, Just read your story on the bitcoin ATM – definitely impressive. We’re also so impressed with bitcoin that we opened an online megastore where bitcoin users can buy just about anything they want. Don’t believe me, just click on our link. You can find more information about the store below. We haven’t been on Letterman but let us know if this is something that interests you. Sincerely, Mercy Chikowore BitcoinShop.US PR
  59. 59. Hi Dylan, Just read your story on the bitcoin ATM – definitely impressive. We’re also so impressed with bitcoin that we opened an online megastore where bitcoin users can buy just about anything they want. Don’t believe me, just click on our link. You can find more information about the store below. We haven’t been on Letterman but let us know if this is something that interests you. Sincerely, Mercy Chikowore BitcoinShop.US PR
  60. 60. @michaelsmartpr #cisionwebinar Two best practices •Make a well-researched, accurate personal reference •Reference their earlier work specifically and sincerely
  61. 61. Brittany Borghi • Pitching earthquake mapping to Wired
  62. 62. Hi Neel, I wanted to drop a quick note and say I really enjoyed your NYC Tree Map story from yesterday. I thought the map was really informative, and I had to chuckle about the Callery pear smell line, too. You did a nice job wrapping in the emerald ash borer issue, too — it’s something we struggle with here in the Midwest, as well. Since you seem to like visualization stories, I wanted to see if this one shakes you up: It’s new GPS and inSAR satellite renderings, compiled together to give the USGS (and the University of Iowa) the fastest available glance at an earthquake’s impact. It could have huge implications for saving lives in the third world (think: Haiti’s 2010 earthquake). If you like it, and you’d like to know more, I’d love to give you more information about the research (and the researcher) that led to this new map.
  63. 63. Hi Neel, I wanted to drop a quick note and say I really enjoyed your NYC Tree Map story from yesterday. I thought the map was really informative, and I had to chuckle about the Callery pear smell line, too. You did a nice job wrapping in the emerald ash borer issue, too — it’s something we struggle with here in the Midwest, as well. Since you seem to like visualization stories, I wanted to see if this one shakes you up: It’s new GPS and inSAR satellite renderings, compiled together to give the USGS (and the University of Iowa) the fastest available glance at an earthquake’s impact. It could have huge implications for saving lives in the third world (think: Haiti’s 2010 earthquake). If you like it, and you’d like to know more, I’d love to give you more information about the research (and the researcher) that led to this new map.
  64. 64. Hi Neel, I wanted to drop a quick note and say I really enjoyed your NYC Tree Map story from yesterday. I thought the map was really informative, and I had to chuckle about the Callery pear smell line, too. You did a nice job wrapping in the emerald ash borer issue, too — it’s something we struggle with here in the Midwest, as well. Since you seem to like visualization stories, I wanted to see if this one shakes you up: It’s new GPS and inSAR satellite renderings, compiled together to give the USGS (and the University of Iowa) the fastest available glance at an earthquake’s impact. It could have huge implications for saving lives in the third world (think: Haiti’s 2010 earthquake). If you like it, and you’d like to know more, I’d love to give you more information about the research (and the researcher) that led to this new map.
  65. 65. Hi Neel, I wanted to drop a quick note and say I really enjoyed your NYC Tree Map story from yesterday. I thought the map was really informative, and I had to chuckle about the Callery pear smell line, too. You did a nice job wrapping in the emerald ash borer issue, too — it’s something we struggle with here in the Midwest, as well. Since you seem to like visualization stories, I wanted to see if this one shakes you up: It’s new GPS and inSAR satellite renderings, compiled together to give the USGS (and the University of Iowa) the fastest available glance at an earthquake’s impact. It could have huge implications for saving lives in the third world (think: Haiti’s 2010 earthquake). If you like it, and you’d like to know more, I’d love to give you more information about the research (and the researcher) that led to this new map.
  66. 66. Kristie Flynn
  67. 67. Hi Jason, I saw your spiced BBQ sauce article and thought you might be interested in a PK Grill for all the grilling you hope to get done after Memorial Day. The PK grill is an iconic grill and smoker with a cult-like following, available again after a 30- year hiatus, considered one of the best charcoal cookers in the industry. We'd be glad to send along a grill for story or set up an interview with the brand's revivalists. Portable Kitchens, also known as PK Grill and Smoker, has an classic design and interesting history. After discovering a PK Grill at a yard sale, one of the new owners decided to revive the brand. These grills are hand-poured here in the South, nearly identical to the ones created in the 1950's. Recently, pitmaster Chris Lilly took third place competing on a PK Grill at the National BBQ Assoc. event. I'll follow up and hope we can work something out together. Kindly, Kristie
  68. 68. Jaime Diamond
  69. 69. SUB: American Entrepreneurship Is Actually Vanishing - inDinero's rise/fall/rise again Hi Leigh, Fantastic article, you had me up and down and presented so many great points. We'd love for you to consider the inDinero.com/Jessica Mah comeback story as a follow- up to your article - a Millennial CEO that's already been around the block sort a speak at the ripe old age of 24. At 20 Jessica started inDinero.com out of her college dorm room and from Y Combinator - she grew the company fast as a "Mint.com for business" - but after much fan fare and plenty of customers signing up and angel funding - the business was dying - $20/month wasn't making a profit. She scaled way back, moved in with her folks and borrowed money to restart/rethink. Below are some compelling milestones to consider, would you like to chat with Jessica? Happy to set something up - looking forward to your reply Leigh, thanks. Jamie
  70. 70. @michaelsmartpr #cisionwebinar Almost to Q&A •First, some additional resources to boost your pitching skills •Then, some final words of encouragement
  71. 71. Copyright 2014 MichaelSMARTPR LLC
  72. 72. @michaelsmartpr #cisionwebinar MichaelSmartPR.com/cision Opt in so I can send you: •Media Relations Road Map •Slides from today •My weekly media relations tips (Even if you already requested the tips, it helps to do it again directly on my site)
  73. 73. Lia Giachino • First heard me on THIS webinar a year ago Friday
  74. 74. Lia Giachino • 6 wks later, landed WSJ and Market Watch • Since then moved up to a new job and 20% raise
  75. 75. Desirae Franco • Managed PR for 3 of parent company’s brands • Made a major mindset shift an implemented these approaches • Increased placements 800 percent year over year • Promoted to Director to oversee PR for all 10 brands • Earned major budget increase to hire 3 PR agencies
  76. 76. @michaelsmartpr #cisionwebinar An investment that pays off
  77. 77. Your company name here
  78. 78. To your success! @michaelsmartpr www.michaelsmartpr.com
  79. 79. Questions & Answers Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.
  80. 80. Thank you for attending! About Cision Cision is a leading global media intelligence company, serving the complete workflow of today’s communications, social media and content marketing professionals. By offering the industry’s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents: 100,000+ CUSTOMERS @Cision OFFICES IN: Chicago (HQ), Canada, U.K., France, Germany, Portugal, Sweden, Finland and China

×