Researching the media, pitching and building relationships
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This document outlines an agenda for a seminar on connecting with the media. It includes sections on researching media contacts, building relationships, and pitching. Attendees are advised to research influencers and their topics of interest, build responsive and honest relationships through social awareness, and focus pitches on being concise, correct, and addressing why the news is relevant and who cares. Useful tools from Cision are highlighted to help attendees connect with over 70,000 UK media influencers across various platforms. Attendees are warned against ineffective pitching tactics like being entitled, using flowery language, or forgetting contact details.
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Researching the media, pitching and building relationships
- 1. Connect with the Media #CCmedia Seminar 25 October, 2012, London
- 2. Research, building relationships & pitching 25th October 2012
- 3. Agenda... About me! What you should be researching Ways to build relationships Tips when pitching Section Divider Useful tools
- 5. About Cision… World’s largest media intelligence and communications software company 150+ years of experience 30,000 clients worldwide: • Ranging from FTSE 250 companies, Fortune 500 corporations, global public relations firms, non- profit organisations, universities, and small businesses. Partners in over 125 countries Offices around the world including London, Stockholm, Lisbon, Chicago & Frankfurt 5 5
- 6. 6 6
- 7. UK Media... Around 70,000 media influencers... Broadcast Freelance Bloggers Online Newspaper Magazine 7 7
- 8. 8 8
- 10. 10 10
- 12. 12 12
- 13. Ms Kat Byrne, Style Editor, Closer Magazine Topics: Fashion, including latest trends and accessories. Kat is interested in receiving new product announcements and can be contacted at any time, however she dislikes PR professionals calling for follow-up. She is able to accept attachments, providing they are less than 1MB in size and if a picture is required she suggests sending low resolution images. Closer is a magazine combining news, gossip, glamour and celebrity news, along with real-life content. Contains a lifestyle section with topical fashion and beauty, diet & health and TV listings. First published in 2002. Aimed at women aged between 25 and 40 years old. Press Day: Thursday. Regular features: Ask Dr Christian - Health advice page written by Dr Christian Jessen Confide in Tracey - Life advice page written by Tracey Cox. News - Latest celebrity news. Life & Style, Fashion and Beauty pages. Real Life - Real life stories. Wellbeing! with Marisa - Mind and body advice page written by Marissa Peer. TV Guide - TV listings guide. Hot Picks - Review of cinema, book, DVD and music releases. Puzzles. Horoscope. Average Pages per Issue: 98 13 13
- 14. 14 14
- 15. 15 15
- 16. 16 16
- 17. Responsive 17 17
- 18. Social 18 18
- 19. Aware 19 19
- 20. Honest 20 20
- 21. Exclusive 21 21
- 22. There 22 22
- 23. Grateful 23 23
- 24. Why Now? Why is this news? Who cares? 24 24
- 25. 25 25
- 26. The Pitch – Quick Tips 26 26
- 27. Personal 27 27
- 28. Concise 28 28
- 29. Correct 29 29
- 30. Entitled 30 30
- 31. Mobile 31 31
- 32. Resourced 32 32
- 33. Online 33 33
- 34. Spray and Pray Misspell Name Assume awareness Flowery language Follow up call straight away PDF only Forget contact details 34 34
- 36. Thank You! www.cision.com @CisionUK @Jo_Bowles Section Divider
- 37. Connect with the Media #CCmedia Seminar 25 October, 2012, London
Notes de l'éditeur
- Joined Cision in 2007Held positions including media researcher and editorial coordinatorCurrently PR & Events Executive
- 1.5 mill global opps – media profs, publications, FFs. All potential to be relevant. Need to know which.Looking at profession breakdown – note the increase in online & bloggers... Something wouldn’t have seen 10 years ago. .. Able to provide niche news, all little bits covered in whole paperBroadcast is surprisingly resilient – maybe because we psychologically interact differently
- Consumption habits changing24 hours news cycleDecline in print – increase in onlineIncreasing number of potential competitorsThe need to be first to report to sustain an increasingly disloyal audience
- EI's Julia Hobsbawn credits former Spectator editor Frank JohnsonThe group of people who provide opinion and analysis of events in the newsNews is cheap – opinion is more and more becoming a commodity.Laura Davis – depediny voicesRightMindsRICHARD LITTLEJOHN, QUENTIN LETTS, RUTH SUNDERLAND
- Increase in use for sourcing.... Overtaking promotion in some areas. Real opp for PRsI work in PR, and would like to fix up the article about the person or company I represent. Is that okay?Possibly, if you do it in a way that respects Wikipedia’s goal of being an accurate, unbiased source of information.Do it on the Article’s Talk page – new section
- Combing knowledge about the journo with the publication they work for
- Topics, RecentlyCovered, Images, WritingStyle, ContactTime,ContactMethod, AttachmentSize, Tweeting, MediaType, Frequency, LeadTime, ForwardFeatures, DistributionArea, PressDay
- How do you treat your friends?Not just a call when you need something. Keep the relationship going even when you’ve not got a story to pitch..
- Relationships work both ways.
- Respond to questions in articles and via social media
- Retweet them – if there’s an article they’ve tweeted that you find interesting, RT It
- Tip off – seen something that is breaking news / in their beat? Send it to them
- Honesty – Don’t lie about a fact if asked. If you’re not sure, say you’ll confirm and get back. Risking their integrity to save face isn’t worth it
- Exclusive – Can you offer them an exclusive story
- Be there when they need you – Maybe they need a quote, or info from you on a story they’re running. Make sure you’re available
- Thanks – they’ve covered your story? Be polite, thank them!
- YOU WANT TO SAVE JOURNOTIME
- Personalise – you’ve put the time into the relationship, personalise your message
- The release should short and get to the point – 400 words is good length. Think – can the journo tell what it’s about in the 1st paragraph. If not, they’re not going to keep reading
- Check your spelling, facts ect
- Snappy headline for inbox – if you can’t tell what the emails about by the inbox headline, chances are you’re not going to open it
- Check it on your mobile – journos aren’t always sitting at their desk. If it’s not formatted for mobile, they’re not going to read it
- Provide all resources – hear of PRs sending PDFs, then journos can’t export images. If you’ve got images, videos etc too large to send, consider creating a zip folder dropbox and including the download link in your email
- Online version – is your release on your online newsroom? Journos may not want to cover it in detail, but allow them the option to tweet it to their followers