Imagine, if you will, that you work as a reporter/writer/editor/director /whatever for a publication. Most of your time is spent either writing content, editing content, designing layouts, communicating with other section editors, copy editing again, rewriting, and so on. Time is fairly limited with a majority of your life spent on constant deadlines.
Let’s make it a little more hectic. Let us assume that you are receiving somewhere in the range of 100-to-200 e-mails, letters and faxes every single week from publicists, freelance writers, models, photographers and so on – essentially begging to have you publish them, their work, or their story.
Realistically; how many are you actually going to read?
The reality is; most pitches simply don’t get read. They are deleted, scrapped, tossed or simply ignored. Not because they were not good enough; but because reporters, writers, editors, directors, and so on simply do not have enough time to look at them all. Even most of the ones that do get opened get deleted because they are not quick enough to catch someone’s attention, they were not relevant, they were not tailored, or they were not unique enough.
Often times the term media relations or public relations is tossed around with the understanding that it often involves sending off a pitch to a publication and hope they run it.
I don’t think that is enough. I think we need to add the relations back into media relations. What does this mean?
It means that you need to focus on fostering and building relationships with the people you want to pitch stories to. Don’t look at it was a simple one-way relationship where they are only there to help you (good way to get your pitches canned). Understand the publication and what they feature. Get familiar with the staff and their work. Strike up genuine conversations with them. If you liked something they did; let them know (believe me, writers and editors are often critiqued but rarely complimented).
Once you get to know them and develop that rapport, your pitches will no longer be seen as unknown. They have a much better chance of being at least opened.
Figure out how your pitch is relevant and meaningful to their mission and goals. What is the value in it? Your job as the person pitching is not to illustrate how they can help you (that’s obvious), but what will your pitch, idea, concept do for them?
Then afterwards; don’t just move on and leave them hanging. Good way to make your contact feel a bit used. Keep in touch. Keep the relationship going. Understand how mutually beneficial it can be in the future.
After all, relationships are not one-night-stands.
--
James Patrick, ACB, ALB
AAFT GOLD ADDY® AWARD WINNING PHOTOGRAPHER
Photographer | Marketing Consultant | Public Speaker | Journalist
520.409.5202
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