As a PR pro, there will be times when you are so eager to share your news with an editor, that you might cross the fine line between being persistent and annoying. However, it is easier than you might think to pitch to an editor and come across as professional, and a great person to work with. Here are some surefire tips on how avoid this:
and get responses from editors that look more like this:
1.The 1:1 Ratio:
Assign one person to manage one pitch. This way, you are able to make sure that duplicate emails of the exact same pitch don’t get sent to the same person. Also, check your email list to make sure the company you are pitching to doesn’t have multiple email addresses for a single outlet (info@ welcome@). Making sure your emails and pitches are personalized makes your email stand out, too.
2. Help a Reporter Out and Follow their Instructions:
HARO is a tool reporters use to help them sift through information and find sources and stories. They send out blast emails to PR companies with specific questions, and directions. Failing to follow their requests will result in losses for you and your company. Be sure to read their email very carefully and most importantly, stay on topic.
3. Put a Price on it:
While in some cases, including the prices may seem inappropriate, this is not one of those times, so don’t be shy about including prices! Including the price for your product helps editors decide where to place the item in the story and also if it is the right fit. Include a product introduction with pricing, images of the product and direct links to the product site.
4. Know Your Editor:
As a PR pro, you are taught to always know your audience. This includes editors, too! Make sure you have thoroughly researched recent stories both so that you know the gist of the company you are pitching to, and also to ensure you aren’t pitching something that has already been written about. It is particularly important to never pitch off-topic stories, wasting an editors time is a definite way to have your email sent straight to their trash bin.
5. Avoid Newsletter-Style Syndrome:
Don’t. Do Not. Send the same newsletter-style format of your new collection or product that you would send out as a blast email to your customers to an editor. Not only is this impersonal, these types of emails generally lack thorough product descriptions and background information about the brand, adequate images and pricing. Instead, personalize, embed images and links, and introduce your brand and product in-depth in order to give the editor all the essential information
Follow these easy steps to make sure you are at the top of your pitching game and a favorite among editors everywhere. Happy pitching!