There are numerous factors to think about when pitching a story to a journalist, corresponding with them via e-mail or even speaking with them during interviews.
Some of us have learned this the hard way, and some of us will learn from other’s mistakes. There are a number of journalists who have publicly blacklisted individual PR professionals, and in some cases, entire agencies because they either failed to do their research before reaching out to the journalist or offended them in some way.
While public relations and journalism are in many respects co-dependent, it’s important to remember a journalist’s job is to write compelling stories for their readers – their job isn’t to create opportunities for companies to get out their marketing messages. To avoid the PR blacklist keep these tips in mind.
Avoid phrases that could be offensive to the journalist. Saying things like “you can report on this”, “thank you for writing about my company” or this could be a good “editorial opportunity” can set a journalist’s teeth on edge. Oftentimes, we don’t think that such phrases could be offensive, but as many journalists will tell you, phrases like “editorial opportunity” are disturbing because they undermine the journalist’s job, which is to write stories for their readers.
When pitching a story, think like a reader. Ask yourself, is this something I would read? If your answer is no, it is very unlikely that the journalist will respond to your pitch. Often, journalists will ask, “How will this story benefit my readers?” You should always be prepared to illustrate the significance of the story you’re proposing and the relevance to a particular audience.
Do your research. One of the quickest ways to land on the PR blacklist is to continually pitch stories to the wrong journalists. It’s critical to know what a particular journalist writes about and tailor your story to them. An easy way to do this is to go onto the publication’s Web site and read through their most recent articles. Another great way to research what they’ve written about is to search for their name in Google News. This can also be an effective way to learn a journalist’s hot buttons. For example, maybe a particular wireless writer hates the iPhone and has written several negative pieces about the device. You can use this knowledge to position your pitch in a way that will pique their interest despite their opinion.
Short and simple. The purpose of a pitch is to capture the journalist’s attention. They receive hundreds upon hundreds of e-mails each day. They don’t have the time to read through a two-page essay about why they should care about your company or why they should include your client’s product in an article. It’s important to keep your pitches concise and get to the crux of the story you are proposing. If a journalist wants more information or has questions, they’ll ask. Remember to stick to the key points that will convince them to write.
While these tips will help you build rapport with a journalist and possibly secure a much coveted interview, it’s important to remember what you say in your e-mail or during an interview can also hurt your relationship with the journalists.
Make sure to tailor your pitch for a journalist and avoid words that you don’t think will resonate well with them. And if you do happen to hit a nerve accidentally, your best bet is to apologize and learn from the mistake.