As we jump into a new year, it’s beneficial for us to reexamine and refresh our media pitching approach. And, a recent conversation with tech journalist Kira Newman gave me a few ideas for doing just that.
Keep media pitches short. When reaching out to journalists with a new story idea, it is tempting to offer everything but the kitchen sink, but the reality is that we are operating in a 140-character world and pitches need to be more succinct than ever. Wait for a journalist to express interest and then offer supporting details and research.
Make your PR pitches human. Today, journalists are receptive to a personalized approach and even a more conversational tone. Taking cues from journalists’ tweets and previous stories and using that intelligence is necessary for building a relationship that will help you amplify coverage for a client’s or your own internal campaigns.
Just say no to jargon. In the tech world, it is easy to drift into jargon speak, but breaking down a new technology so everyone can understand will help you quickly convey product value and differentiators. Also, with so many jargon-filled emails running rampant, clear and concise descriptions can help you stand apart from competitors.