Let’s face it, when you send the email announcing positive coverage in The New York Times, The Wall Street Journal or Bloomberg Businessweek (or insert your high-profile publication name here), your stakeholders take notice.
These high-impact hits are the elusive Holy Grail for most PR folks, and are often perpetual “brass rings” for many PR programs. The kicker is that most non-PR stakeholders think these should be easy to secure even though obtaining these hits is hard, time-consuming, and often quite frustrating—especially if the brand you’re pitching is not already well known.
High-profile journalists for well-known publications—from top-tier national business press to top-tier trade journals—are busy. With changes in the publishing world and economic pressures, they are writing more and facing a barrage of communications from PR folks.
The key is getting heard above the din.
Pitching the “big fish” reporters is more art than science. If you’re tasked with securing a high-impact hit or motivated to capture one on your own, here are some tips that may help you along the way:
1. Do your homework.