President of Herscu & Goldsilver, Corey Herscu, provides boots on the ground insight into ensuring your pitch emails get read and PR outreach is effective ultimately increasing the probability of developing fruitful and lasting relationships with journalists and the media.

1. 203-20 Maud Street, Toronto, ON, M5V 2M5
corey@herscugoldsilver.com

2. Getting a journalist’s attention:
DOs and DON’Ts

3. GETTING THE ATTENTION YOU NEED
First, think about who are you targeting:
Why would/should they care?
Food for thought:
Just because their title is “tech writer” doesn’t mean anything, really.
Do some research, understand their beat. Tech, Lifestyle, Health & Wellness
are such broad topics that they are little more than semantics nowadays.

4. Once you’ve done the research, show them!
Tell them why you believe they should be interested:
“I read your story last week about product X and thought you’d be interested
in what I’m working on”
“I really enjoy your weekly tech roundup and would love you to consider
including X…”
…...don’t under-estimate the power of doing your research.

5. GETTING THE ATTENTION YOU NEED CONT’D
THINK OF GETTING COVERAGE LIKE THIS METAPHOR BELOW:
You wouldn’t bring your car to a plumber, so why are you pitching your
iPhone case to a Microsoft writer?
Just because their title says “X-reporter”, doesn’t mean they’re
covering anything X-related. Do. Some. Digging. Regardless of how
cool your product is, many writers don’t cover crowdfunding!

6. Quick exercise:
Everyone in this room has a different story to sell, and you all have one “Holy
Grail” media outlet you want to see your story covered on.
What is that website and why?

7. AVOID AVOID AVOID
Just because a site covers products in your vertical (lifestyle, tech, etc.)
doesn’t mean they’re going to care about yours.
DO NOT PRESS SEND JUST TO SAY YOU PITCHED THEM.
Remember: Online list-building platforms (Cision, etc.) are notoriously
outdated; have you done your homework? Does the person you’ve just
pitched even still work at the respective outlet?

8. HOW TO GET THE ATTENTION YOU NEED
Get to know at least 5 journalists from outlets that are exactly
your vertical.
Do what it takes to even get on a first name basis with them.

9. What’s a hot topic right now? Politics. Let’s use that for some
context...
You know how politicians go on campaign tours to meet the
people who will be advocating for them? Follow that idea.

10. ESTABLISHING A RAPPORT WITH JOURNALISTS IS THE MOST IMPORTANT
THING YOU CAN DO.
Let them know they’re not just a story to you; you respect who they are,
what they do, and are on their level 100% of the time.
Once you’re in with them, make an effort to say hello once in awhile.

11. AVOID AVOID AVOID
Don’t make every conversation about selling something….
….....unless you want to become a travelling sales person.

12. HOW TO GET THE ATTENTION YOU NEED
How are you pitching? Make sure you’re writing subject lines
you yourself would want to click. Avoid “Pitch,” “Story Idea,”
etc.
Be to the point and catchy; avoid buzzwords.

13. AVOID AVOID AVOID
“IF YOU’VE TEXTED HER A FEW TIMES AND SHE STILL HASN’T
RESPONDED, SHE’S JUST NOT THAT INTO YOU”
THE SAME GOES FOR JOURNALISTS.
If you’ve pitched someone more than twice and haven’t gotten a response,
let it go. These guys get a lot of emails; you’re either hitting the mark or
you’re not. There will always be other stories. The best way to get “marked”
is to not take a hint.

14. HOWEVER……….

15. “If at first you don’t succeed, dust
yourself off and try again…”
- Aaliyah

16. Like sales, PR is a numbers game and there are a lot of people
to connect with who WILL care.
Don’t let a few no’s stop you!

17. QUESTIONS?