By Chris Lynch, APR, Fellow PRSA Falls Communications and PRSA Cleveland Programming Chair
Every year here at the Greater Cleveland PRSA chapter, we feature a program called ‘Business and the Media.’
If often features an interactive panel with leading business beat editors, reporters, and/or bloggers about how we, as PR practitioners, can better work with, pitch story ideas, and in general, collectively do our media relations jobs, better.
Well, this year you don’t have to wait until October folks; Elizabeth McIntyre Publisher/Editor @ Crain’s Cleveland Business, just came out with a pretty straightforward primer in her column on how we all can, and should, be doing our jobs to when pitching business stories.
It includes some pretty obvious thoughts (but, if Ms. McIntyre needs to point it out, that means a lot of folks aren’t doing it!), such as:
Know what you’re pitching and to whom: Identify what your news is. Maybe you recently made an acquisition, or named a new CFO, or are noticing a noteworthy trend in your business. Then, figure out the best reporters and editors to share the information with.
That’s where some PR people drop the ball by carpet-bombing hundreds of reporters and editors with the same generic mass emails, which damages their credibility as a source of information.
Yes, many of us are probably guilty of ‘send out as much stuff as possible and see what sticks’ tactical planning and execution. But Ms. McIntyre also notes that if you do your homework, and approach the right media contact, with the right story, for the right audience of that media platform, then it’s likely to be a win-win scenario:
We both need each other: Don’t get discouraged if nothing comes from a story pitch. Keep pitching. You and your company are on the frontlines of your industry and often recognize trends before we do. You provide us with interesting story ideas and sources that can give life to our stories. We help you by spreading awareness about your company and clients.
For the entire column, please click here!