Pitch Imperfect: How Creative Thinking, Landed Me Press!
A few weeks ago I signed on a new client. CHEERS! I was confident that for this client I could earn media placements and assist with bringing awareness to their brand in no time. Excited to be an overachiever (I strive for the silliest things) I got started immediately. In true Teia fashion I created a checklist for this project:
1. Create a traditional press release
2. Draft a generic pitch letter
3. Create a targeted media list, etc.
First, I reached out to all of my favorite journalists. You know the one’s that you think you’re secretly best friends with because they covered more than one of your clients in the past!
Once I covered my basis I was ready for action. First, I reached out to all of my favorite journalists. You know the one’s that you think you’re secretly best friends with because they covered more than one of your clients in the past! Yes those. Then I reached out to journalists that I didn’t have a relationship with but I knew that they covered topics similar to my client’s brand. Done and done. Now all I had to do was wait. Two days passed and I was still waiting. On the third day something wasn’t right so I knew I had to get creative and fast.
I perfected the follow up - We all know figuring out the perfect pitch and how to tailor it to the publication is a struggle! So I knew I had to start over in this area. When doing the follow-up I just changed the angle. I kept the original body just in case they may have been interested and just skipped over it but I was all set and ready to throw them a strike with the new pitch. This took a lot of researching and meticulous preparation but I got it done.
I got Visual - Obviously we live in the world where people would rather look at pictures then read long content. It’s kind of ironic that this applies to journalist as well but it makes complete sense. Therefore, I increased my visuals. Photos, charts, video’s you name it… My goal was to make sure that my targeted media contacts got the message!
I became a ghostwriter - Sometimes you have to do what you have to do to appease the client and make life easy for the journalist. When it was time to make some things happen, I cracked open my AP Stylebook (thanks Erin) and I practically wrote the story myself.
What happened after all of these changes is astounding… I still didn’t get any hits! Two days had passed and finally they started to roll in.
What creative things did you do to get your story picked up?
About The Author
Teia Harris is the Founder/Senior Publicist of Love Publicity, a public relations boutique focused on lifestyle brands. Please contact Teia@lovepublicity.com for any questions, comments, concerns or just to say hello.