Being a journalist, media
professionals get to go through scores of media pitches mailed to them by
varied PR professionals spread across the country. But despite media pitches
arriving in the media professionals in great numbers, the numbers of good
reliable pitches is always low. Most of what is there in the mail box are all
trash for the journalists due to some silly mistakes made
by the PR persons while approaching the media.
Here are some quick no-fail PR
strategies for the agencies to tap on in order to hit the desired media
channels on-point with the least wastage of resources:
Be clear and concise with your
target:While
making the choice of your targets, business heads don’t need to go running
everywhere for recognition instead they need to start with focusing on one or
target groups, be it from audiences to approach or the media channels to hit.
The idea is to just sit with your PR team, discuss your ideal needs and demands
and then formulate the target choices accordingly with respect to the PR tools
and budget.
Go through the past records of the
journalist and media channel: Past performances are a great indicator of how much
impact a media coverage will make. Keep an eye on the concerned journalist’s
previous articles and media coverage. This will also help you in better
understanding the taste, writing style and interests of a particular media
professional and the media channel he/or she is representing.
Pitch a message through your story: Believe it or not, most of the times
the media doesn’t get attracted to the company and its product & services
but instead get connected with the message linked to it. So, when your PR
agency shares PR pitches on your behalf with the media, make sure that instead
of restricting the focus only on the company and its features, the story in the
pitches is weaved in a manner that there is a message that instantly hooks the
media as well as target audiences with the company.Once done with the pitching
process, don’t forget to indulge in regular follow-ups with the journalists
where the message is again shared. His further ensures that the media pitching
won’t go waste and will be successful in making a healthy impact.
Be respectful of the reporter’s
right to accept and reject: It’s PR professional’s job to tempt the media
persons with strong-armed pitches, but they can’t force a reporter to take the decision
in favour of their client always. When faced with rejection instead of losing
hope, it’s better to politely ask the professionals about what went wrong, mend
those breaks in the pitches and then again give it a go. Try to think of
broader need and interest of the readers and audiences always while shaping
your story pitches.
Connect on social media: In today’s time,
social media can take you places, platforms like Facebook, Linked In and most
preferred Twitter gives the businesses and their hired PR
companies to connect with the concerned journalists and media
channels. Once you are connected with them and are in a close touch with them
on various such portals, there is a better chance of grabbing a golden media
opportunity through them. But be courteous while following them and ensure that
your activities on their social media accounts don’t end up looking like that
of a stalker or else instead of bagging opportunities you will end up in making
your business banned from certain media places.
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