As per my last post, you may have seen one of my recent LinkedIn Pulse pieces, “How Rapid Does ‘Rapid Response Pitching’ Have To Be?” And, recently, I took to the camera to film some quick tips on the topic. Check it out!
Rapid response pitching, also known as issues hijacking, is one of the most successful strategies PR teams can use to boost their clients’ and spokespeople’sthought leadership. But, with all the steps that have to happen within mere hours before a breaking news story dies out – from building media lists and writing pitches, to sourcing thoughts from spokespeople and facilitating briefings – it’s no wonder such an undertaking often needs all the stars to align to really work.
But, three tips could help PR teams keep on top of rapid-response pitching: prepping commentary, ensuring target media lists are built, and knowing when to pitch without commentary. Check out my latest LinkedIn post, How Rapid Does ‘Rapid Response Pitching’ Have To Be?,to learn more.
That’s right, Ilissa Miller, CEO of iMiller PR in New York, just gave us all a great lesson in how now to interact on Twitter (or anywhere else for that matter!) via her conversation with widely respected digital marketing expert Jason Falls.
There are certain events each year that PR pros typically try to attach their clients to… the Super Bowl, back to school, Black Friday, Cyber Monday… and, of course, predictions for the New Year.
While it’s a good strategy to link your clients’ message with timely events, reporters are often so inundated with these kinds of pitches that it’s hard to stand out.
Network World Senior Editor Brandon Butler notes, “I am frequently pitched on prediction pieces at this time of year. But, it’s something I’m not usually thrilled to write about because it’s difficult to add something novel to the conversation. Most pitches seem to be vendor focused and they boil down to how their product saved the day or how the market they compete in will be so important in the New Year.
“I’m open to innovative ideas, but you have to think about it from the reader’s perspective: Would you click on a story about what you’re pitching? How exciting is it, really? If there are stories that intersect with my cloud beat and really interesting 2015 trends, then that could be a winning formula. But, that’s often a rare thing to find.”
So, what can PR pros do to help their pitches rise to the top? Read more
Last night, we helped coordinate a first-of-its-kind event for the Publicity Club of New England – a speed pitching panel! The idea was to give PR pros a very quick timeframe to get their story angle across and try to peak a journalist’s interest. The journalist would then supply feedback on what worked, what didn’t and what they’d like to see more of to capture their attention in the future.
We brought in six top reporters from the area, including Barb Darrow from GigaOM, Brandon Butler from Network World, Shamus McGillicuddy from SearchNetworking.com, James Denman from SearchSoftwareQuality.com, Steve Annear from Boston Magazine and Rob Westervelt from CRN. At the end of the night, they joined forces in a panel to collectively educate the PR pros in attendance on best pitching practices for the technology sector and beyond.
Some great tips came out of this, including a few outlined below: Read more
In the world of PR, juggling client expectations with reality is always a struggle, especially when it comes to the newsworthiness of their product or service. While it’s great working for a company that has so much enthusiasm for what they’re bringing to market, sometimes their offering or a “big” announcement isn’t as compelling to mainstream media as they may think.
Questions like “Why aren’t we getting in the Wall Street Journal?” or “Is TechCrunch going to pick this up?” are all too common when, in reality, the journalists at these publications would probably much rather cover the latest live-saving, Internet-of-Things app than your groundbreaking sewage management system, or what have you. Read more
So much of a good PR strategy comes down to timing… but, let’s face it, there are always going to be things that are out of your hands. For instance, you can’t control if Microsoft decides to launch a new product on the same day as your client, leaving your pitches buried under more urgent, breaking news. And, you can’t control if Amazon’s cloud goes down at the same time when your client is boasting a reliable AWS failover solution. But, beyond things like this that you are powerless to change and have the potential to spoil your PR efforts, here are some things you can control: Read more