Years ago, I wrote this list of 15 tips for PR professionals, things like how to best pitch journalists, why writers love exclusives, and the importance of tailoring your pitch to specific outlets and publications.
I was recently invited to join a virtual panel discussion focused on crisis communications within the travel industry. The panel will be discussing things like how businesses can adapt in real time to a crisis, what they can do to plan ahead, and how to best communicate with journalists. That last part, apparently, is what they want me to speak on.
It got me thinking about that old list I wrote and how some things have changed and others haven’t. So, here we go. An updated list of what to do and what not to do from one journalist to any PR person out there listening.
Have a Time Hook. When I pitch a story to a publication, my editor will inevitably ask: Why now? So, if you’re a PR person pitching a product or a place to a writer, think like the writer is going to. What is the story? What makes it compelling? Who are the characters? And what’s relevant about it now? What is happening in the world now that makes whatever you’re pitching part of a bigger storyline?
Pitch What’s New. Writers are always looking for what’s new. Or better yet, what’s going to be new in say, six to 12 months from now. I will have much greater luck pitching a new hotel that’s opening next summer or a new jacket made from recycled water bottles that’s debuting at the next trade show if you tell me about it ahead of time.
Keep it Friendly. Here’s the deal: I don’t need to have an hourlong coffee meeting over Zoom to just chat (so please stop inviting me to those) or take an international trip with you (feel free to keep inviting me to those!) to want to work with you. Be friendly, but we don’t need to be best friends.
Keep it Short. I don’t want to waste your time and I don’t want you to waste mine. If you’re sending an email pitch, make your subject line clear. Get to the point quickly in your email. If whatever you’re pitching is four paragraphs down in the email, I’m probably not going to make it that far.
Pitch Via Email. Not on social media, nor via text message, please. Phone calls are only necessary if we’re talking about a real breaking news situation, in which case, thank you for thinking of me and picking up the phone. If we want to schedule a phone interview, we’ll let you know. Otherwise, email is great.
Craft Your Subject Line. Here are some examples of email subject lines I’ve received from PR folks that actually make me want to open the email: “What’s your address? I want to send you something.” “Loved your story in Outside!” “Want to come to Montana this winter?” “I’ve got a story idea just for you” “What’s new this winter in Utah.” Here are some examples of email subject lines that made me click delete: “Interview opportunity with fall foliage expert” “New client—seamless running underwear!” “Want to catch up and talk Anchorage soon?” “Hello from Keurig’s new PR team!”
Respect Deadlines. If I say my deadline is on Friday, that means I have to file the story to my editor on Friday, ideally early in the day so I don’t look like a total slacker. If you’re helping me source information or photos, I’m extra grateful if you can do that in a timely manner so I can do my job in the same way.
Respond Quickly. I’m not saying you need to email me back at 10 p.m. on a Sunday night just because I happen to be working then (but Lauren W., if you’re reading this, I’m always so grateful when you do! ;). But the quicker you respond, the more likely I am to reach out to you first next time.
Know That I May Go Around You. If we’re talking about a breaking news or crisis situation, then I promise to respect the process and do my best to wait until the information is ready. I will try not to pester you while you’re busy gathering the facts and drafting public statements during what I’m sure is a very stressful time. I don’t mean to step on toes or go around your back, especially if we have a good working relationship, but I also have a job to do. Which means sometimes, yes, I will find sources to speak to who don’t work in marketing and PR and may tell me more than you would. Forgive me later. It’s all in the name of journalism.
Enough with the FAM Trips Already. I write a lot about travel these days. Of course, it’s always nice to visit a place before I write about it, but in life and especially in a pandemic, that’s not always possible. While an invite to join a media trip to a destination is always very kind and welcome, chances are I’m going to say no. Here’s why: I don’t really want to join a bunch of other journalists I don’t know on the exact same trip, where we’re all going to see and experience the exact same thing. I don’t want an itinerary all planned out. And I have kids and a life and despite the word ‘freelance’ before my title, I do have a job, and it’s not always possible to just drop everything for a week and go wine tasting and surfing in Baja (although that sounds lovely).
Consider Individual Trip Invites. So, here’s what I propose instead. If you want a journalist to come check out your new hotel or the ski resort you work for or whatever it may be, invite them to come on their own time. Tell them to bring a friend or their family. Offer some pointers on things not to miss, but also let them explore and discover on their own. Cover what you can in terms of travel expenses for the invited journalist, but it’s also OK to just offer a heavily discounted media rate or to say ‘get here on your own dime, but then we’ll cover the rest’ or whatever works. The chances of that writer covering that destination go way up if that person has a genuinely good time and a unique experience all their own.
Send Real Mail. Same goes for products. If you really want a writer to know about the new jacket or headlamp or running shoes the brand you work for is currently pushing, don’t bother sending 10 emails about said new gadget. Send one box in the mail instead. If the writer likes it and uses it, they’ll be much more likely to write about it. (And, yes, I realize product samples are often limited and budgets are not bottomless, so just choose wisely who gets the goods.)
Be Patient. Not all ideas get placed right away. I have a running list of story ideas and sometimes, it takes me a while to find homes for them. If you’ve pitched me a good idea or hosted me at your destination, thank you. I appreciate your help tremendously. Now please be patient while I do my best to find a story angle that works for me and get it approved by the publications I write for. (And then, of course, wait for that publication to actually publish it…)
Include (Good) Photos. Often times, I’m sourcing or taking photos for the stories I write, especially online stories, and the better the imagery, the more likely that place or product is going to be featured more prominently. (Editorial budgets are shrinking, and not all publications can afford to send a photographer out for every quick-hitting web story.) So, if you’ve got good images of the place or product or person you’re pitching, great. Please send a link to those. If you don’t have good images, it might be worth investing in that.
Be Understanding. If you don’t like what I’ve written, I’m sorry. But it’s not my job to please you. It’s my job to tell it how it is, to inform readers with factual information and to show all sides of a story. If I got something wrong, by all means, please correct me. I strive for accuracy and I do my best to fact check, but I am human. I make mistakes sometimes. (And so does my editor, who I might use as a scapegoat.)