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Transcript

"Clearly they [most PR pros] don't know you and they're shooting in the dark."

"I get too many press releases in a day to count. At least 90% of all pitches I get are press releases."

"What's annoying is when I get a press release blasted out to the world without a clue about me or [my publication]."

"Only 10% of the pitches I receive show knowledge of my beat."

On personalized pitches: "It's way better. It's not wasting my time. I vastly prefer a personalized pitch."

Chris Cassidy: @citizencassidy

Hustle Labs: @hustleis

What's the point?

PR for Social Good: Pitching Media in a New Media World

Your work deserves to be seen.

Look familiar?

How would I want to be treated/pitched?

Start with a better pitch list:

Personalize your pitches!

What do reporters think?

Is there a better way?

Challenges:

Efficiency:

  • Have the body of your pitch(es) ready to paste.

Finding Emails:

  • Bottom of the article;
  • Link to their profile
  • Their Twitter profile
  • Their homepage

We can be better.

The Golden Rule

How did we get here?

It all began with a train wreck

1906, Atlantic City:

What's changed since then?

What hasn't changed?

How do we learn to

pitch reporters?

  • Press release;
  • Build a huge press list;
  • Blast out the release; and
  • Pitch calls.

How do we achieve positive coverage?

We need reporters to:

  • Open our pitches;
  • Read our pitches;
  • Reply to and report our stories; and
  • Publish a charitable narrative of our work.
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