“Hello darkness, my old friend. I’ve come to pitch to you again.”
You cut to the core of me, Simon & Garfunkel! You really understand what it’s like to send researched, targeted pitches to the right media contacts and get no response!
Oh, I’ve botched the lyrics? Paul and Art weren’t too concerned with pitching? (Are you sure? I mean, “Scarborough Fair” does seem to build awareness of parsley, sage, rosemary and thyme…)
But “The Sound of Silence” plays in my head sometimes after I’ve been pitching endlessly with no responses.
I’m not a newbie, and I’d like to think I’m pretty ok at this media relations thing. I pitch all sorts of clients to all sorts of media outlets. I research. I make sure the angle is something the outlet would cover. I try to find a news connection and interesting statistics. I search for the proper contact. I offer the necessary interview opportunities. I may pitch a lot of people in different markets, but I never do a “mass pitch” – they’re always tailored.
And yet sometimes…NOTHING!
I call. Maybe they say it’s interesting. They tell me to email. No one says “no” outright. I email again.
And then comes the retooling and following up. Then the inevitable questioning of whether you even know how to do your job, wishing you had come up with the idea for Pinterest, wondering if you have enough saved to start a vineyard…
You’ve been there, I’m sure.
A lack of response is wildly frustrating and really hard to explain to someone in need of an update, whether it’s your team, boss or client. But there are a few things to keep in mind before you quit and head out to Napa on a “fact-finding” trip.
Remember that timing is critical when pitching. Earlier this year I started pitching something in central Florida the day before the Trayvon Martin story broke loose. Terrible timing.
I’ve worked with reporters who get in touch after a few rounds of pitches because Sweeps is coming up or the station owner is coming and wants to hear some hot new ideas. Everyone has to answer to someone, even the media, and it’s difficult to know what’s of interest in every newsroom at every moment.
Sometimes it takes a while, too. A reporter I recently worked with got back to me three months after my initial pitch. A reporter in a different market emailed me almost immediately after I’d sent out a similar pitch.
It’s not always about timing, of course, so trust your instincts. If you don’t feel confident in a pitch angle, change it up. We can get so caught up in “getting the pitch out” and getting results that we become blind to possible flaws or areas where the story could be stronger.
Throughout the pitching process, I try to envision how it could play out as a story, even down to the introduction (e.g. “Jeannie Clary used to get frustrated by pitching great story ideas and not getting a response.” Yeah, I can totally see that on the local news.) Try to keep an open mind to allow new ideas to flow that make might for a crucial “tweak.”
Regrouping with colleagues always helps if you need a new perspective. If you’re on your own, reach out to friends in the business or even run some ideas by family members. They may not know “how to pitch,” but they know what they read and watch. Plus, they’re your targets’ target audience. (I know, the audience is your ultimate target – just go with me here.)
Finally, if I may do a shameless plug, visit Pitching Notes. The point of this site is, after all, to provide insight into how specific reporters like to work, what their response habits are, etc. Get tips here, and in turn, add your own experiences.
And if you have other thoughts on how to deal with “The Sound of Silence” (the pitching issue, not my blog post!), please share on the forum or in the comments below.
Tips & Tricks
My URL - You can change your profile URL to what ever you want by going to My Profile>Settings>My Profile URL. Your profile page will then be located at pitchingnotes.com/profile/myURL.
Links to your coverage - When you add a media pro, be sure to include any links to coverage that the person was able to secure for your client. Each review (along with the link) will then appear on your profile.
Newsfeed links - You can include links in the newsfeed when updating your status. Simply type it in and it will be shortened automatically upon submission, just be sure the link starts with www.
Media list search - There are two options for searching for media pros. There is a simple name search at the top of every page, but there is also an advanced search under Find Reviews>Advanced Search. From there you can search for media pros based on Outlet, Beat, DMA, or Media Type.
Groups - Setting up a group allows your community to interact at a more personal level. Every group has its own photos, videos and event sections. There is also a discussion board and file sharing feature in every group you create. Make your group public or private, which requires an invitation to join and view content.
Events - Set an event anywhere in the world and meet other members face to face! Manage your members, set an invite number limit or even send out invitations so that they can RSVP to your event. You can control attendance via private event or even limit the number of available seats.
Favorites - You can save media pros to a favorites list on your home page. Just click on the heart shape at the top of the media pros profile.
Compare - There is a "Compare" check box on each media profile. You can save specific media pros that will appear in a toolbar at the bottom of your screen. This can be used for quick reference any time you are on the site.
Privacy - You can limit your profile access either to public, site members, or friends only. Go to My Profile>Settings>Privacy.