Public Relations 101 – Personalize the Pitch

 

Watch this Week’s PR Tip:

I love to share tips on what I call the basics of PR, Public Relations 101. This post is all about personalizing the pitch. Many people think the press release is the way to go. I actually recommend, most of the time, NOT to send a blanket press release. You will have much greater success when you do your research, find the right journalist, and send a very personalized pitch to that particular person.

Imagine if you receive a sales call or email and it is completely tailored to you, “Hi Christina! I’ve been following your PR Tips for a year now and I love everything you say in your blogs and your videos. I especially loved the one about [“X}. I noticed, however, that ….. [enter sales pitch that is very focused on the person].” How much more likely are you going to be to read that “pitch” than something you know is a generic email going out to 100+ people?

I have found this to be an incredibly successful way of landing media and building relationships. Especially in today’s post-Covid world, where everyone went digital and we need to break through the noise, personalizing pitches and gaining rapport through specific details is vital to your success. If you’re not sure how to find that right journalist to pitch your story to, check out this video >> WATCH. There are many others on this topic on our YouTube Channel, www.YouTube.com/prforanyone and search the word journalist.

Public Relations Example

Ashley is a real estate agent who wanted to become an expert on television. We worked on her pitch and specifically who to pitch. There is a particular producer at NBC who covers real estate stories. Ashley sought her out, built a relationship, and began pitching great stories. In fact, she’s gotten so good at it that her regular reporter told her she had “perfected the art of the pitch.” She is a regular contributor on the topic of real estate in her local NBC station. Imagine the credibility this gives her with potential sellers and buyers.

Public Relations Skills

I’ve created a simple 3 step process to landing in the media. It’s what Ashley and all of my clients use to have success. I call it the Get PR Famous Formula. You want to be newsworthy. You want to create a great hook. And you want to find the right journalist (right is the keyword here). Here is a short training video to get you started on using the formula, WATCH. Start implementing this formula in your daily marketing routine and you WILL see results.

Ashley is one of my favorite success stories. You can see others HERE. You’ll see all the various industry categories and ways in which they landed in the media. If this is something you’d be interested in learning more about, feel free to set up an introductory call with me HERE. Now is a great time to get 2021 ready to kick off as your year of visibility and credibility through media.

Transcript

Hi everybody. Its Christina Daves with this weeks Free Publicity Friday PR Tip. This week I want to talk about personalizing the pitch. You
all know what a press releases is, and if you’ve followed me for long enough, you know, I’m really not a fan of the press release. I’m all about personalizing your pitch.

So, do your homework gather that group of journalists that are really going to be valuable to you if they cover you in a story or use you as a source and
personalize your pitch when you send it in. You can cut and paste the meat of your pitch. But you know, “Hey John, I saw that great article that you did last week on blah blah. Here’s something that might be of interest to you.” “Hey Susie, I’ve been reading your column for years blah blah blah.” That extra little step just really let’s that journalists know that you’re paying attention to them and that you care about them so they should care about you. So spend the time, do the homework, personalize the pitch and it will really help you get better results.

So that is this week’s PR Tip. If you enjoyed this tip and you’d like to learn more like to learn how to pitch the media join our Challenge at YourPRChallenge.com. There is no cost to join. I spend 10 days with you about 10 minutes every day
and we go through step-by-step how to brand yourself, how to pitch locally, how to pitch nationally and I give you lots and lots of good ideas.

So join the Challenge. I’ll see you there and then I’ll see you in the media.