SlideShare a Scribd company logo
@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 Credit: http://frc.tl/Up2Gt
Editorial voices are outnumbered by public
relations professionals by almost 5:1
http://frc.tl/1qc14fR @KelseyLibert, @RyMcGonagill, www.Frac.tl
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
Our Research
@KelseyLibert,
We interviewed over 500 writers, editors, and publishers.
Image Credit: http://frc.tl/1pXwPw9 @KelseyLibert, @RyMcGonagill, www.Frac.tl
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, @RyMcGonagill, www.Frac.tl
@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, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/TByPNb
@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, @RyMcGonagill, www.Frac.tl
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://frc.tl/1n2EWCF @KelseyLibert, @RyMcGonagill, www.Frac.tl
@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://frc.tl/1kLg9Vy @KelseyLibert, @RyMcGonagill, www.Frac.tl
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
@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 campaign.
Image Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagill, www.Frac.tl
Use a CRM such as BuzzStream
to manage your relationships.
Image Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagill, www.Frac.tl
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 @KelseyLibert, @RyMcGonagill, www.Frac.tl
@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/1uNnHds @KelseyLibert, @RyMcGonagill, www.Frac.tl
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, www.Frac.tl
@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 relevant to the writer’s beat
Image Credit: http://frc.tl/1oFpU8O @KelseyLibert, @RyMcGonagill, www.Frac.tl
@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.
• 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
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
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
• 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
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!

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