In PR circles, that’s called the “spray and pray” technique. You might even spray it to dozens, perhaps even hundreds, of journalists. And then you pray that somebody will bite.
They almost never do. Here’s why:
Because it isn’t personalized, journalists can tell instantly that it’s a one-size-fits-all pitch. There’s nothing special about it for their media outlet. You’re feeding them from the same trough as all the other journalists. When I worked as an editor, people pitched stories to me that had absolutely nothing to do with our geographic area or our readers.
If you won’t bother to find out about the outlet you’re pitching
and the reporter whom you’re asking to write the story,
why should they bother covering you?????
The next time you pitch a journalist, your pitch should send the following message:
- I know who you are.
- I know what you cover.
- I’m familiar with your media outlet.
- I know your audience and what they need
- I can solve their problem (or I can entertain them)
How do you let them know that without coming right out and saying it?
One way is by researching the journalist and looking for clues about things they think are important. Another is crafting the pitch in such a way that it sounds like it was written only for them.
Learn More Aug. 18
When I worked as a newspaper reporter and editor for more than two decades, I accepted and rejected thousands of story ideas. I’ll show you all the elements that go into a perfect pitch when I host the webinar A Simple 5-Part Formula for Delivering the Perfect Media Pitch and Hitting it Out of the Park from 3 to 4:30 p.m. Eastern Time on Thursday, Aug. 18.
I’ll explain the missing step that trips up most people. And I’ll give you lots of story ideas and angles that may never have occurred to you.
Your handouts will include a list of all story ideas and a few sample pitches that really caught journalists’ attention.
What do you think of submitting a press release to sites like prweb? You wouldn’t be able to customize it. Do you think these sites are worth it?
There are many paid press release distribution services, and PR web is one of the better ones. But these services are not substitutes for customized pitches, and you should’t be using them hoping that a journalist sees your release and calls you for an interview. That’s what a pitch is for.
Because these services aren’t cheap, use them when you have major news and primarily to get good search engine optimization for your release. PR web and many of the other services actually “distribute” your press release to journalists who have requested to receive release on a particular topic or in a certain industry.
I have definitely had this happen to me.
Although the upfront research can be time consuming, it is most certainly worth it in the long run.
Great post, Joan.
Diane – For press release services, I suggest using the one at http://www.GetPRHelp.com – this is owned by PR LEADS Founder Dan Janal. He can get your press releases published on at least 40 top websites (such as CNBC.com, Hoover’s, Fox News) within 48 hours. After you check out the website and decide to try the services out, make sure you tell Dan that Kristina Jaramillo sent you.
Joan – I love this blog post on avoiding spraying and praying. People do the same thing on LinkedIn. They are looking to connect with anyone in hopes of getting a sale or referral. People are not targeting ideal prospects and referral sources. People who do not have a purpose for connecting on LinkedIn before they even send or accept an invite. No matter what you do, people must stop spraying and praying.
[…] like good exposure, it’s a bad formula for results in the long run. At best, the so-called “spray and pray” method is ineffective, and at worst, it harms your brand and hampers your ability to build […]
[…] to spreading the word. Instead of trying to share our message with anyone and everyone, or “spray and pray“, we should target those who have the influence to start an […]