Otherwise, these services—PitchRate.com, Help a Reporter (HARO) and Reporter Connection—can be a huge time suck, particularly if you’re subscribing to all three.
When I wrote yesterday about how to find journalists online and wow ’em with your pitch, I got an interesting comment from Shelley Hunter:
“I finally unsubscribed from one of the media leads services because I found myself taking the easy way out. Rather than spending a few minutes each day mining for PR gold, I just waited for the leads to come to me. I combed through the requests and answered those that fit my criteria. But like you said, competition is stiff and only once did I get a call back. At last, it occurred to me that I could have spent all those minutes (that added up to hours) establishing actual connections on my own. It feels like a slower way to go, but one good connection could lead to others.”
I replied and told her that a lot of the return on investment of time depends on your area of expertise, and how many other competitors are within that niche. Broad topics like small business success, for example, can result in hundreds of responses, and you can be sure journalists won’t be reading all of them closely.
So what’s a frustrated, time-strapped Publicity Hound to do?
Media leads services or your own research?
The smart ones will do both. They’ll use these free services AND pan for gold, using the tips I provided in the blog post mentioned above.
Here are guidelines to follow when answering a journalist’s query:
- Keep your response short. Absolutely no longer than one screen of type. One-half screen of type is preferred.
- Briefly expain what makes you an expert on this topic.
- If you can offer the journalist other sources, say so, but don’t name them or provide contact information unless the journalist asks. And make sure those other sources would agree to be interviewed.
- Can you provide an image to accompany the story? Mention if you have a bar chart, pie chart, map, cartoon or other graphic, but don’t attach it to the email response. If the journalist wants it, he will ask.
- NEVER tell the journalist to “visit my website to learn more about me.”
- If you have a contrarian viewpoint on an issue, say so up front. The media love controversy, and your response will stand out from among all the others.
- Keep your response on topic. If you can’t help the journalist with the topic she’s writing about, don’t offer your expertise on another topic and NEVER respond to a query only to pitch another story idea. Do this, and the reporter will blacklist you.
- If you’re lucky enough to have a virtual assistant, delegate the task of sifting through all these leads.
One alternative to these free services, which can be like drinking from a firehose, is Dan Janal’s PRLeads. For a monthly fee, Dan will send you only the queries that tie into your area of experitse.
Share your own experiences
What kinds of responses have you gotten from journalists using any of these services? What media outlets covered your story as a result of responding to a journalist’s query? What tips do you have to share on how to answer a query? Or is your time better spent building strong relationships with journalists one on one?
Weigh in here.
Not naming other sources when you’re pitching your own story is not a good approach…most journalists love it and respond with a big thanks when I pitch myself, and also make other suggestions. Trying to lure them into talking to you because you have other ideas for sources usually won’t work. Also, ALWAYS put your website on your pitch somewhere. Include the main info about yourself but if they’re interested, they’ll go check your site before emailing you back.
You’re right, Bonnie.
Suggest other sources for your story and you’ve practically written the story for them! Busy journalists don’t have time to track down other sources.
As always, great advice Joan. Due to the fact that our client’s have been very narrowly focused in a specific niche I’ve had some success with the media leads services.
I find that using a compelling “headline” type subject specific to the query following the name of the leads services is helpful, i.e. HARO: Environmental Scientist/Indoor Air Quality expert available as resource. In this case the words “scientist” and “expert” may help to get the desired response (it did!) It goes without saying that your client is, in fact, whatever you present them to be.
Like Bonnie (comment above), I’ve always included the client’s website or blog for credibility, especially as our client’s have received a lot of media coverage, which the media can scan, read or view at the site if they’re so inclined.
Great strategy, Susan.
When you show journalists that you or your client have been covered by other media, it adds to your credibility.
[…] Responding to media leads by Joan Stewart. […]
I agree. If you simply reply back with “check out my website for more information” or “call me to discuss this” I will DELETE your query. It’s a waste of your time and mine.
If you read my query, then give me details letting me know that you’re the right person to interview, I will usually be in touch. If I’ve met my quota for sources, and you’ve done a good job, I’ll hold onto your information; especially if it’s a topic I write about frequently.
I also appreciate it when someone will include other ways to check them out online, it helps me do a quick search to make sure the person is the right fit.
Alyice, just yesterday, I was telling a major PR firm that hired me to critique four of their pitches to top-tier media that if a journalist knows you’re a valuable source but doesn’t have time to interview you immediately, they’ll tuck away your information in a “future file.” They dig into that file on slow news days.
It’s the same with effective pitches. If you pitch a great story, but they don’t have time to call you because it’s a busy news week, they might return later. That means smart Publicity Hounds must ALWAY be ready to discuss any pitches they’ve delivered, as long as two years ago.