If you pitch the media a lot, the numbers deliver three key takeaways: 1) Serendipity; 2) Brevity; 3) Consistency.
Since November 2010, I’ve sent out 12,471 queries to the media. I know this because the software platform I use tracks them. That’s about 5 a day for a decade. The learning comes not so much from what I’ve sent out, but rather from what comes back.
First, reporters often get back to me not about what I’m pitching, but about something else they are working on. The query reminds them my client is a source.
Second, because of the first finding, getting media exposure relies on consistent outreach. I recommend clients let me reach out on their behalf three to five times a week. A good trick to do this: Sending out industry specific headlines and noting my client can speak to them.
Third, in most cases, lengthy explanations about why something is newsworthy falls flat. For instance CNBC producers seem to need just three bullet points to make their decision. That’s it.
There’s more, and if you want to talk about it, contact me at firstname.lastname@example.org or 215.460.8149.
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