SlideShare a Scribd company logo
MEDIA 
RELATIONS 
Fly 
VISUAL 
GUIDE
This is the main mistake 
in media relations 
Machine gun 
Fly
Most brands use outdated tactics to 
reach out to media. 
This is does more harm than good, 
giving the profession a bad reputation. 
Machine gun 
Fly
In this presentation: 
Ban spray & pray media relations 
Get to know your contacts 
Create a rich story 
Send multimedia pitches 
Measure results 
0 
1 
2 
3 
4 
prezly 
Why to: 
How to:
Why do I care? 
I’m a fulltime designer of tools 
for PR professionals 
Follow fritsbits 
Follow my company prezly
My clients are PR agencies 
prezly
And external communication teams at brands 
prezly
And external communication teams at brands 
prezly 
Check a recent case study
Many brands are facing the same challenges 
prezly
prezly 
There’s an increasing imbalance in media relations
prezly 
Many journalists are leaving newsrooms to work 
in corporate communications roles at brands.
prezly 
News writers now are outnumbered five to one 
by PR people trying to get media attention. 
source 〉
They get pitched over twenty times 
per day about brands. 
source 〉
prezly 
Email has made it simple for PR pro’s to pitch many 
news writers at once, hoping that something sticks.
prezly 
Although writers are flooded with pitches, only 
one in ten often write a story based on a pitch. 
source 〉
In other words: 
most pitches are spam.
This is the S.O.S approach
Sending Out … Stuff
What do news writers say about it?
“Make sure it’s relevant. 
I get so many that I have to 
be ruthless. 
Mail Online 
prezly
“Die in a fire 
TechCrunch 
prezly
How not to do it 
Real example, keeping brand confidential 
Subject: 
Press release: Airline brand opens a base in Location 
! 
Dear journalist, 
Attached you’ll find a press release about the arrival of airline 
brand in Location. 
If you’d like more info feel free to contact me.
How not to do it 
Real example, keeping brand confidential 
Noooooooooo!
How not to do it 
Real example, keeping brand confidential 
Irrelevant for journalist that received it 
No personalisation 
No clear value proposition for the journalist 
All recipients in CC 
Press release in heavy PDF attachment (1.5MB) 
Media assets via Dropbox link at end of 5-page press release
It’s time to stop this 
spray & pray approach
There are more effective ways 
with less collateral damage
1 
2 
3 
4 
prezly 
Here’s a 4-step approach 
Get to know your contacts 
Create a visual social media story 
Send multimedia pitches 
Measure results
1 
Get to know 
your contacts 
A rolodex 
prezly
This is how 70% of media lists look like 
Not much different from a rolodex 
Oftentimes it’s just an email address with a beat
It’s called media 
relations for a reason 
Turn your email addresses into people
Do it as you go: 
Inbox profiles via Rapportive 
prezly
Follow them on social media. 
Read their updates every day. 
prezly
Enrich your Excel list automatically with 
social media accounts with Prezly 
Now you can add them to a Twitter list. 
prezly
Also read the articles of your contacts 
prezly 
subscribe to updates of digital articles in Feedly
Now you can keep tabs on your media 
contacts in 10 minutes per day
2 
Create a visual social 
media story 
prezly
Think visually. 
Enrich your stories with images 
and videos to increase interest 
and engagement. 
prezly
Press releases with multimedia 
get viewed a lot more 
+ 7.4x 
+ + 
4.3x 
1.8x 
= Attachments, soundbites, charts, interactive,… 
prezly 
9.7x
prezly 
9.7x 
! 
79% of journalists say news releases 
accompanied by a good image are more likely 
to be picked up than those without photos. 
source 〉
The more you can give journalists what 
they need to be successful, the more 
coverage you’ll get. 
prezly
Read our 
complete guide to visual press releases 
prezly 
Creating visuals can be daunting
Think beyond journalists. 
Tell stories, not just for the 
traditional press, but for 
consumers, bloggers, social media 
influencers, and anyone who’s 
interested. 
prezly
email 
pitch 
+ 
social 
prezly 
+ 
web 
Publish stories on your 
online newsroom. 
Having social media press 
releases makes it easy for 
people to share your stories 
and for people to find them 
via search engines. 
Traffic distribution on 
social media newsroom
An example social media press release 
prezly 
✔ High resolution photos 
✔ Infographics 
✔ Low resolution image previews 
✔ One-click visual downloads 
view 
✔ Easy to share on social, 
A PR CRM like Prezly automatically including detects visuals 
the 
social profiles of your media contacts. 
✔ Works well on mobile devices 
✔ Optimised for search engines
Don’t reinvent the wheel 
get a free mobile 
social media 
news template 
Download
3 
Send 
multimedia pitches 
prezly
Publishing a your story online 
is just the first step. 
You should still pitch to relevant influencers 
to make sure they know about it.
Use a pitching tool that integrates 
with your newsroom 
This way you can 
easily share your stories in multimedia 
and get integrated analytics 
Try my PR pitching tool Prezly
An example multimedia pitch 
prezly 
A PR CRM like Prezly automatically detects the 
✔ Personalised intro ✔ Multimedia previews
4% 
59% 
37% 
2-3 sentences 2-3 paragraphs 
500 words 1,000 words 
prezly 
The perfect media pitch 
according to 25k journalists 
What is your ideal pitch length?
Lack of personalization 
Too lengthy 
Bad timing 
Confusing subject line 
Large attachments 2,9 
10,4 
15,4 
21,9 
28,7 
Aside from irrelevant subject matter, what factor is 
most likely to make you immediately reject a pitch? 
prezly 
source 〉
prezly 
Keep it short and personalise. 
Include media assets.
6 prezly 
more tips for sending 
better email pitches
From: 
1 
A specific ‘from line’ 
Frederik from Prezly 
prezly 
This tells you who the email is coming from, as well as which 
company I work for… all before you even open my email.
Subject: 
2 
A short and clear subject line 
Relevant, timely & inspire curiosity 
33% open email based on subject line alone. 
Keep it to 50 characters or less. 
list of best practices drawn from analysing 200 million emails 
prezly
Body: 
3 
A brief & relevant introduction 
I saw your tweet about Gen Y 
employees and thought you might like 
to learn the surprising results of a new 
study. 
Who you are and why you’re reaching out. 
Tie it to something personal. 
prezly
Body: 
4 
A value proposition 
Your latest article about Gen Y got a lot 
of buzz. Sharing the results of this 
study could be a great follow-up for 
your readers. 
What’s in it for them? 
prezly
Body: 
5 
Multimedia previews 
News with multimedia gets viewed up to 10 times more 
prezly 
source 〉
Body: 
6 
A clear next step 
I’d love to answer any questions you 
have about the study. Can we talk for 
15 minutes sometime next week? 
frederik@prezly.com 
+320472656889 
All contact info 
prezly
There’s more: 
Read our 
5-part email course on pitching 
prezly
4 
Measure results 
prezly
Email usually is a black box: you hit send and 
don’t know what happens next. 
Or do you?
Stop emailing in the dark 
Track your email pitches to see 
who’s interested in your stories. 
prezly
There are many services that let 
you track your emails 
Sales tool for Gmail 
All-purpose newsletter service 
PR pitching tool
Measure to get better at media 
relations in two ways 
Learn which content works 
Learn which contacts like your content
Learn which contacts like your pitch
Learn which content your contacts like
Use these insights to get to know your 
contacts better. 
Make it a habit to review the email behaviour of 
your contacts regularly. If your contacts aren’t 
opening and clicking on your pitches anymore, 
please, stop spamming them.
prezly 
There’s more: 
4 PR metrics you can start using now
Ban spray & pray media relations 
Get to know your contacts 
Create a rich story 
Send multimedia pitches 
Measure results 
2 
3 
4 
5 
prezly 
Recap 
1
prezly 
Get the full PDF 
Tweet to download
twitter.com/prezly 
prezly.com/blog 
prezly 
Follow us now

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Visual guide to Media Relations by @prezly

  • 1. MEDIA RELATIONS Fly VISUAL GUIDE
  • 2. This is the main mistake in media relations Machine gun Fly
  • 3. Most brands use outdated tactics to reach out to media. This is does more harm than good, giving the profession a bad reputation. Machine gun Fly
  • 4. In this presentation: Ban spray & pray media relations Get to know your contacts Create a rich story Send multimedia pitches Measure results 0 1 2 3 4 prezly Why to: How to:
  • 5. Why do I care? I’m a fulltime designer of tools for PR professionals Follow fritsbits Follow my company prezly
  • 6. My clients are PR agencies prezly
  • 7. And external communication teams at brands prezly
  • 8. And external communication teams at brands prezly Check a recent case study
  • 9. Many brands are facing the same challenges prezly
  • 10. prezly There’s an increasing imbalance in media relations
  • 11. prezly Many journalists are leaving newsrooms to work in corporate communications roles at brands.
  • 12. prezly News writers now are outnumbered five to one by PR people trying to get media attention. source 〉
  • 13. They get pitched over twenty times per day about brands. source 〉
  • 14. prezly Email has made it simple for PR pro’s to pitch many news writers at once, hoping that something sticks.
  • 15. prezly Although writers are flooded with pitches, only one in ten often write a story based on a pitch. source 〉
  • 16. In other words: most pitches are spam.
  • 17. This is the S.O.S approach
  • 19. What do news writers say about it?
  • 20. “Make sure it’s relevant. I get so many that I have to be ruthless. Mail Online prezly
  • 21. “Die in a fire TechCrunch prezly
  • 22. How not to do it Real example, keeping brand confidential Subject: Press release: Airline brand opens a base in Location ! Dear journalist, Attached you’ll find a press release about the arrival of airline brand in Location. If you’d like more info feel free to contact me.
  • 23. How not to do it Real example, keeping brand confidential Noooooooooo!
  • 24. How not to do it Real example, keeping brand confidential Irrelevant for journalist that received it No personalisation No clear value proposition for the journalist All recipients in CC Press release in heavy PDF attachment (1.5MB) Media assets via Dropbox link at end of 5-page press release
  • 25. It’s time to stop this spray & pray approach
  • 26. There are more effective ways with less collateral damage
  • 27. 1 2 3 4 prezly Here’s a 4-step approach Get to know your contacts Create a visual social media story Send multimedia pitches Measure results
  • 28. 1 Get to know your contacts A rolodex prezly
  • 29. This is how 70% of media lists look like Not much different from a rolodex Oftentimes it’s just an email address with a beat
  • 30. It’s called media relations for a reason Turn your email addresses into people
  • 31. Do it as you go: Inbox profiles via Rapportive prezly
  • 32. Follow them on social media. Read their updates every day. prezly
  • 33. Enrich your Excel list automatically with social media accounts with Prezly Now you can add them to a Twitter list. prezly
  • 34. Also read the articles of your contacts prezly subscribe to updates of digital articles in Feedly
  • 35. Now you can keep tabs on your media contacts in 10 minutes per day
  • 36. 2 Create a visual social media story prezly
  • 37. Think visually. Enrich your stories with images and videos to increase interest and engagement. prezly
  • 38. Press releases with multimedia get viewed a lot more + 7.4x + + 4.3x 1.8x = Attachments, soundbites, charts, interactive,… prezly 9.7x
  • 39. prezly 9.7x ! 79% of journalists say news releases accompanied by a good image are more likely to be picked up than those without photos. source 〉
  • 40. The more you can give journalists what they need to be successful, the more coverage you’ll get. prezly
  • 41. Read our complete guide to visual press releases prezly Creating visuals can be daunting
  • 42. Think beyond journalists. Tell stories, not just for the traditional press, but for consumers, bloggers, social media influencers, and anyone who’s interested. prezly
  • 43. email pitch + social prezly + web Publish stories on your online newsroom. Having social media press releases makes it easy for people to share your stories and for people to find them via search engines. Traffic distribution on social media newsroom
  • 44. An example social media press release prezly ✔ High resolution photos ✔ Infographics ✔ Low resolution image previews ✔ One-click visual downloads view ✔ Easy to share on social, A PR CRM like Prezly automatically including detects visuals the social profiles of your media contacts. ✔ Works well on mobile devices ✔ Optimised for search engines
  • 45. Don’t reinvent the wheel get a free mobile social media news template Download
  • 46. 3 Send multimedia pitches prezly
  • 47. Publishing a your story online is just the first step. You should still pitch to relevant influencers to make sure they know about it.
  • 48. Use a pitching tool that integrates with your newsroom This way you can easily share your stories in multimedia and get integrated analytics Try my PR pitching tool Prezly
  • 49. An example multimedia pitch prezly A PR CRM like Prezly automatically detects the ✔ Personalised intro ✔ Multimedia previews
  • 50. 4% 59% 37% 2-3 sentences 2-3 paragraphs 500 words 1,000 words prezly The perfect media pitch according to 25k journalists What is your ideal pitch length?
  • 51. Lack of personalization Too lengthy Bad timing Confusing subject line Large attachments 2,9 10,4 15,4 21,9 28,7 Aside from irrelevant subject matter, what factor is most likely to make you immediately reject a pitch? prezly source 〉
  • 52. prezly Keep it short and personalise. Include media assets.
  • 53. 6 prezly more tips for sending better email pitches
  • 54. From: 1 A specific ‘from line’ Frederik from Prezly prezly This tells you who the email is coming from, as well as which company I work for… all before you even open my email.
  • 55. Subject: 2 A short and clear subject line Relevant, timely & inspire curiosity 33% open email based on subject line alone. Keep it to 50 characters or less. list of best practices drawn from analysing 200 million emails prezly
  • 56. Body: 3 A brief & relevant introduction I saw your tweet about Gen Y employees and thought you might like to learn the surprising results of a new study. Who you are and why you’re reaching out. Tie it to something personal. prezly
  • 57. Body: 4 A value proposition Your latest article about Gen Y got a lot of buzz. Sharing the results of this study could be a great follow-up for your readers. What’s in it for them? prezly
  • 58. Body: 5 Multimedia previews News with multimedia gets viewed up to 10 times more prezly source 〉
  • 59. Body: 6 A clear next step I’d love to answer any questions you have about the study. Can we talk for 15 minutes sometime next week? frederik@prezly.com +320472656889 All contact info prezly
  • 60. There’s more: Read our 5-part email course on pitching prezly
  • 62. Email usually is a black box: you hit send and don’t know what happens next. Or do you?
  • 63. Stop emailing in the dark Track your email pitches to see who’s interested in your stories. prezly
  • 64. There are many services that let you track your emails Sales tool for Gmail All-purpose newsletter service PR pitching tool
  • 65. Measure to get better at media relations in two ways Learn which content works Learn which contacts like your content
  • 66. Learn which contacts like your pitch
  • 67. Learn which content your contacts like
  • 68. Use these insights to get to know your contacts better. Make it a habit to review the email behaviour of your contacts regularly. If your contacts aren’t opening and clicking on your pitches anymore, please, stop spamming them.
  • 69. prezly There’s more: 4 PR metrics you can start using now
  • 70. Ban spray & pray media relations Get to know your contacts Create a rich story Send multimedia pitches Measure results 2 3 4 5 prezly Recap 1
  • 71. prezly Get the full PDF Tweet to download