Tenacity often pays off in PR, but when following up with media on a pitch there’s a difference between persistence and being overbearing. Where is that line? And how can you avoid crossing it?

Everyone defines that line differently, but in a nutshell it comes down to practicing common courtesy and learning the individual preferences of the editor, blogger, producer or reporter you are pitching. Where some don’t mind a PR professional following up, others prefer to get in contact if they are interested.

“If I can tell a pitch is sent specifically to me and not part of a mass e-mail, I will try to respond every time,” said Randi Weinstein, Phoenix Business Journal managing editor. “If I don’t respond, that means I’m either not interested in the idea or we’re not able to get to it. Sometimes I’ll hold on to a pitch that might fit a project we’re working on down the road. I’d rather not have the follow up. If I’m interested, I’ll let you know.”

Typically not hearing back can mean one of two things: they aren’t interested or they are simply too busy to respond to the hundreds of pitches they receive.

“Not always but more times than not it does mean we are not interested” said one Valley TV producer. “A good booker will at least reply with a ‘no’ but unfortunately we don’t always have that time luxury. There is a small chance that the booker is interested, but it has fallen between the cracks. That is when ONE follow up is always good. More than ONE becomes annoying and will push a booker away from the pitch.”

“Usually I’m distracted with something slightly more immediate,” said Megan Finnerty, nightlife editor for The Arizona Republic. “So call me, email me again, or send a carrier pigeon, if you can find one. Just don’t send food, gifts, liquor or a singing telegram.”

Persistence v. pushy
It should go without saying, but calling immediately after a pitch is sent just to ask if the email was received is a pet peeve of most media. Give it at least a few days, and don’t call while the show is on air, or during a print deadline. Hands down, most agree the most effective way to follow up is via email rather than phone. But how do you know when to follow up and when to let it go?

“As far as persistence and pushy goes, it’s not a big deal,” Finnerty said. “I am a forthright woman and appreciate it when others are that way, too. If I don’t want a story, I will just say so. Typically, I try to say why so in the future, you’ll have a better sense of what works for the sections I edit. And if I really say no, feel free to ask me who else might want it. It’s a big newsroom.”

The local television producer also suggested choosing one way to pitch – email or phone. Don’t try to pitch both ways numerous times. She said, “If I pass on the pitch then just understand there is a reason on my end we cannot do it. Do not overly question why I am passing on it.”

Bottom line – know the media outlet you are pitching (including deadlines), the contact’s beat if applicable, and why this particular story angle or segment is a good fit for their audience. If the answer is no, figure out why and go back to the drawing board.

“I really appreciate the PR pros who understand how the Business Journal works and craft pitches that are a fit for us,” said Weinstein. “We receive a lot of pitches for stories that aren’t part of our coverage area. PR folks who pitch good, exclusive stories and respond to reporters quickly are greatly appreciated.”

Always do your homework and understand their job is not to promote you or your client. Learn the likes and dislikes of individual members of the media and be respectful of their time so you can possibly become one of the “favorites.”

“My ‘favorite’ PR people are the ones who send clear, thorough and direct press releases that are free of grammatical and spelling errors,” Finnerty said. “My ‘favorite’ PR people tell me about big, cool things even before ALL the details are nailed down (even ones months out) so I can get them on my radar. My ‘favorite’ PR people know what sections of the paper I edit and write for, and if they’re not sure, they just ask.”

Pitching Tips (courtesy Megan Finnerty and a Valley TV producer):

• A follow-up phone call should NEVER be done while a show is still in progress
• Email is always the best way to contact a booker no matter what
• Make sure it fits in one of the sections the journalist is responsible for
• If pitching local, make sure it has a local tie
• Always be mindful of timeliness
• If the topic is obscure, reference larger publications that may have covered the trend and angles they pursued

Question: How do you follow up on a pitch? What have you found to be effective?

The Blogworld and TECHmunch Conference is just days away and I’ll be participating in the “Digital Kitchen” panel (on behalf of FoodiesLive) along with Melody Pepaj (BakeSpace.com), Sara and Lee O’Donnell (Average Betty), Daniel Delany (VendrTV), and moderator Marsha Collier (@marshacollier). We were each asked to define “Digital Kitchen,” which to be honest, I hadn’t really thought about the meaning until that point.

There are of course the obvious definitions…bringing cameras, microphones, and the internet into the kitchen, etc., but it really goes much deeper than that.

Food is one of the few common bonds we share, and gathering around it is a unique social tradition that connects people from all walks of life. Today, through technology, we’ve sort of reinvented that tradition. We can now connect with people globally through food more easily than we’ve ever been able to do.

Food is a universal language. The digital kitchen allows us to see, hear and in some cases interact live with food creators. It ignites dialog, and allows us to experience and share in the culture of food from a variety of perspectives.

Sure we have food media outlets like the Food Network, Travel Channel and TLC, that provide a glimpse into the lives of other foodies, but their bandwidth can only stretch so far. With the proliferation of technology, and food bloggers and story tellers, we are now able to be a part of “Chili Takedowns,” or learn how other foodies taught themselves to smoke fish or make gourmet chocolates (FoodCurated.com), or see the crazy brisket tacos being served up by the Taceaux Loceaux artisan truck in New Orleans (VendrTV).

We are able to experience the rich and diverse culture that surrounds food as told from many point of views rather than a select grouping of TV hosts.

In terms of marketing, food curators, chefs, and restaurateurs now have the ability to tell their story. No longer at the mercy of the news media. They can show the behind-the-scenes action from their kitchen, what makes a good flavor combination, what drives their passion for food, and the list goes on. They’re also getting the attention they deserve now thanks to all of these amazing food bloggers. It’s an exciting time to be a part of the Digital Kitchen!

A headline can make or break a written piece. Too weak, boring or wordy, and you risk getting skipped over, but a strong, captivating and concise headline can draw readers in and generate traffic. In fact it is one of the most important elements of any blog post, article, press release or heading for newsletter content.

How do you write a strong headline? When writing a headline keep in mind there are two primary goals: to capture attention and to preview your content.

• Audience – Start by determining your audience and the platform you are writing for. If it is going online, you will want to take into consideration keywords. This will help search engines find your content in the first place.
  • Always keep your target audience top of mind. A headline that might work for a press release geared towards a journalist will be wildly different from a headline in your company newsletter.
• Reread – Review your content again then write a few different versions down – keeping your keywords in mind. This will help get your creativity flowing.
• Action – Be sure to use strong action words.
  • Weak: The Cardinals Gain a Win Over the Broncos. (Not a horrible headline, but it can be stronger with action verbs.
  • Strong: Cardinals Defeat Broncos.
• Avoid Being Passive – The new Yahoo Style Guide gives a good example on passive v. active
  • Passive: Hare beaten by tortoise in footrace.
  • Active: Tortoise beats hare in footrace.
• Avoid Jargon – Words that may be basic to you or people within your industry may not translate to those on the outside. If you want to have broad appeal, don’t use jargon.
• Be Clear and Concise – Brevity is important but not at the expense of making it incomprehensible. Be sure it is clear. If you have time, get another set of eyes to review your headline.
• Punctuation – Avoid most punctuation in headlines. The only exceptions are commas and questions marks.  Of course your company newsletter will afford you more freedom, so if you feel it’s necessary and appropriate to use an exclamation point, go for it.

For blog and newsletter headlines, a good test is to draft several headlines for the same content and see which drives the most traffic or gets the most click-throughs. Over time you will begin to learn what resonates most with your readers. There are loads of resources out there on headline writing. One quick and dirty resource is the new Yahoo Style Guide. There are more resources listed below, but the best way is to practice and test, then repeat.

Question: What tips do you have on headline writing? Any tricks you employ?

Resources:
1. Yahoo Style Guide
2. “The Copywriter’s Handbook” by Robert Bly
3. “How to Write Headlines that Work” by CopyBlogger.com
4. “Why less is more when it comes to headlines” – Communications Conversations

For more marketing and PR tips and tools check out JetPack Radio.

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, M4V

It may be safe to say blogging has hit the mainstream. There’s a blog – and in some cases hundreds – on any and every topic conceivable.

Blogs are great outlets for voicing opinions, educating, expressing creativity and, of course, as marketing tools. They provide you or your organization a global platform and an opportunity to create a more meaningful relationships with a niche audience. If you don’t have a blog and you’re thinking about starting one, or maybe you do, but have hit a wall with creating fresh content, there are a few things you can do to get started or overcome creative block:

• Research – what is already being done in this area? Can you fill a niche not currently being filled or approach a common topic from a fresh angle? Discover that and you will have a leg up on the competition.
• Passion – what are you most passionate about? Base your blog on something you are passionate about and it won’t feel like a chore. Topics will come easy, and you’ll be excited to constantly create and share your passion with the world. In turn, you will create better content, because it won’t be forced.
• Voice – find your voice. Your passion will dictate this too, but also think about whether you want your blog to be written, video or audio as a podcast. Blogs are not just limited to the written format. If you hate writing, maybe audio is the route to go. Make it fun.
• Curating content – create an editorial calendar with at least a month or two of topic ideas so you are not scrambling each week. Check in with your audience. What are they talking about? Ask them what they want to know or see in your blog. Crowd source!

A good example of someone rocking the blog world is Liza de Guia of Food Curated.com. She started by analyzing what else was being done in the food blog world, found a void in the online food documentary arena, then determined how she could take her documentaries to the next level.

Though there’s no shortage of food blogs, de Guia managed to create a name for Food Curated and a following by doing something different. See the interview below in which de Guia provided some great tips for rising above the fray and finding your passion.

Hopefully this gets you thinking about what you can create. Just remember to be relevant, have fun, find your passion and make it special.

Question: Have you found a new approach to blog about a common topic? If so tell us about it and share a link your blog.

Resources:
• FoodCurated.com
• Tumblr.com
• WordPress.com
• “Top 5 Business Blogging Mistakes and How to Avoid Them” ~ by Josh Catone via Mashable

For more marketing and PR tips and tools check out JetPack Radio.

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, M4V

It’s happening with greater frequency – traditional media using social media not only to share their stories, but also cultivate new stories and sources. As an added benefit, they are also deepening relationships with their audience and creating more loyalty.

While some organizations have been slow to adopt social media, others jumped in feet first – treading new territory and figuring it out as they go, just as the rest of us are. One news outlet that has integrated social media into the show format is the Today Show with Kathie Lee and Hoda Kotb. Though it was a collaboration among producers and talent, Today Show correspondent Sara Haines has become the unofficial social media correspondent for the show and is doing a lot to deepen interaction with viewers.

During the show, Haines regularly reads comments and questions from the Facebook page, and tracks trends and feedback to help shape the direction of the show. Now, more so than ever, viewers are helping source content and coverage.

“Whether they specifically lead to an idea or shape the route I’m taking….they (the viewers) contribute everyday,” Haines said. “It happens everyday in every post, it influences what we’re thinking and which way we’re leaning.”

This is completely changing the way we communicate with mass media. For the first time, we are seeing more opportunities for two-way interaction, rather than the one-way street we’ve grown accustom to.

“Having people ask questions, and knowing you can give it back, means it’s not a one-dimensional thing,” she said. “Back in the day we could feel we knew someone just by tuning in each day. Imagine if you tune in each day and now you talk with them. It just deepens the bond.”

While not all news institutions monitor and utilize their social networks like the Today Show, more are seeing the value. So what does this mean to you?

You now have the potential to have your voice heard, either by sharing a story idea, interesting news or trend you think journalists and producers would be interested in; joining the conversation – you could have your comment read on air; or you could even be called on as a source for a feature story. Take advantage of the fact that this barrier is slowly coming down and start interacting with the media…but remember to keep it relevant, because spamming will work against you.

**For the entire interview click the video below or download the audio version.

Question of the week:
What online tools are you using to connect with traditional media?

For more tips and tools check out JetPack Radio.

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, M4V