For PR pros, figuring out the perfect story and how to tailor it to the media is a never-ending struggle.
It’s important to help clients build credibility and gain exposure while also providing a valuable service for journalists. The trick lies is finding the right way to effectively reach out to journalists.
As we continue pitching in 2016, the process of crafting and selling successful PR pitches will evolve. PR pitches moving forward will likely be more social media oriented, more personalized and more focused on connecting with journalists.
PR’s new “sharing economy”
Editors will care more about article shares than they have in the past, mostly because more media companies are paying attention to tracking content and analytics. Journalists today don’t just want great story ideas—everything they write is being measured for social media lift—so they want shareable stories. The more their stories are shared, the more website traffic for their publication and the more they’ll come back to you for commentary.