Pitching and Missing.

Here in the PR world, I sit behind my desk every day and read the news. I consider the clients I have, what is obtaining media, and then I schedule a list of pitches based on this information. I go into this process understanding there are editors who are changing jobs, writers who hate their paper or media outlet, editorial calendars already set and into play, breaking news could be an element, and that no matter how great my client is- there is someone out there who is better and being pitched right now!

This said, I still pitch. I spend the majority of my time on the phones or via email pitching reporters for client pickup. I spend the majority of my time hearing the word ‘no’ for multiple reasons. In fact, someone asked me recently what they could do to get more national pick up. Well, there is an art to PR and it is all about who you know regardless of what someone tells you. 

Here is my 3 Things You Should Never Do When Pitching List.  

1.       You don’t know who you are pitching.  I love when clients say “didn’t you pitch the local media?” Yes, I did. Why don’t they (my clients) know them by name? They should. I do. What happens when the go to the interview? Your clients should know the reporters they want to cover them as much as they know how much they want to be covered. In return, you should know what reporters can and will cover them versus who you shouldn’t pitch. Why waste time pitching Oprah if she is only covering celebrities for the next three months?

2.       Know when to pitch.  Here’s the thing, you can’t pitch a summer spring line right now to a fashion reporter. They are already working on fall and have already booked the spring interviews. If you are not familiar with each publication or broadcast outlet’s editorial calendar, you are already pitching to be rejected.

3.       You think your client is the only resource. Wrong! For example, let’s say you are pitching a football player. He is famous so it is an easy sell, right? Wrong. Think about all the other professional football players available for interview. Now, tell me again why I should cover yours? Find an angle other then what your client has already done. Pitch why your client is different, not based on existing accolades.

Until tomorrow,

Coco the CEO