You‘re no different from anyone else. You want your company (or your client) to grow. You can achieve this in a variety of ways. One is by getting media coverage for your products, services, and events.
However, getting coverage isn’t always easy. Most of your pitches will probably not get accepted—unless you’re lucky—but should that stop you from sending them? Nope. Seemingly insurmountable odds don’t keep people from buying lottery tickets, do they?
So, how can you get that pitch noticed? Well, there are a million things you can do, but I want to focus today on one
Reduce the number of pitches you send out.
Of course, that doesn’t mean that your story shouldn’t be told. You just have to make sure you figure out exactly what that story is before you try to get people to tell it.
How sending too many pitches is hurting you:
• It’s eating up your time. Composing a good pitch takes time. You have to research whom you’re sending it to. You have to put it together, send it off, and follow up. When you repeatedly spew an insane number of pitches, you’re simply eating up valuable time.
Create targeted, personalized pitches
• It’s getting on editors’ nerves. Of course you want to develop a relationship with editors, but you don’t want to be that annoying neighbor who won’t go away. If you send them pitch after pitch, they’re just going to view them as garbage. How could you have that many stories, anyway?
• It’s not letting you stand out. Getting a pitch recognized isn’t impossible, but editors are overwhelmed, so yours must stand out. Rather than bombarding them with pitch after pitch, send just one or two strong pieces with striking headlines—that could get you noticed.
Instead of sending out multiple mass pitches, do your research. Find out which editors and reporters might use a story like yours. Once you have a short list, personalize the pitches. Don’t let them sound generic. Make the reporter realize that you are targeting him or her specifically. You are offering something that’s one of a kind—something the other guys will not
[RELATED: Find out how to craft the perfect pitch at our April PR & Media Relations event in NYC.]
Are you developing personalized pitches? Tell us how you’re going about it in the comments, please.
Mickie Kennedy is the founder of eReleases. A version of this article first appeared on the PR Fuel blog.