LPP PR Recipes Series: An Effective PR Pitch
This holiday season, Lois Paul and Partners is bringing you a series of recipes to share the best ingredients and practices required to achieve great PR results. Subscribe to our blog to follow the series and connect with us on Twitter, Facebook, LinkedIn and Google+ for more social content and inspiration year-round.
- A list of targets
- Industry trends research
- Data points
- A news hook
- Customer reference (optional)
- Rich media (optional)
Make sure you shop for the right ingredients first and foremost.
Your pitch targets should be relevant and you should ensure this by researching their latest coverage to get a sense for what they write about and how they write about it, and also by taking a look through their Twitter account (if they have one) to learn what conversations they have recently been a part of. In a blog post on what tech writers consider to be news these days, we shared feedback from reporters themselves on what prompts them to react to a company’s announcement or news. In a nutshell – truly getting to know your targets is still the first step PR pros must take before we can even consider pitching news.
Once you know who you will be pitching, research latest headlines and social media conversation related to your announcement, and possibly also your key competitors, in order to determine how to best position your client’s news in light of other industry context and trends. It also helps to gather data points from analyst reports and other studies in order to support your client’s position.
Continue to draft your pitch by ensuring that you have a hook – a newsworthy element or an angle that will get reporters excited on behalf of their readers. For example, one LPPer recently pitched VentureBeat around a pair of glasses that utilize a new technology that allows persons with impaired vision to better see and understand the world around them. The result? A positive response from the reporter, coverage for our client, and an email from an enthusiastic mother who was touched by the article and related the story of her young daughter who would greatly benefit from the aid these glasses would provide.
Think about what spokesperson/people you will offer to reporters for commentary. The best spokespeople are those who are one-third evangelist, one-third technician and one-third marketer.
Check with your client to see if it’s possible to offer a customer as a reference. Reporters generally appreciate the option to actually talk to customers who are using your client’s technology.
Last but not least, think about content assets in digital formats that you can offer reporters to help make their articles more engaging and event interactive for readers (audio, video). For example, when pitching the announcement of Freescale’s Kinetis KL02 microcontroller – having a picture that showcased just how small this MCU was made all the difference in the world. When reporters realized that the chip was a tiny little fraction of the size of a key on a computer keyboard, they realized how big of an impact this tiny chip would have on The Internet of Things.
Once all these ingredients have been mixed according to preparation, hit “send” and be sure to check on your pitch as it’s baking in the event that breaking industry news may impact your pitch and influence its timeliness and/or relevancy.