Aside from a press release distribution company, you can distribute your press release to reporters. You pitch your story through email.
However, since reporters receive almost a hundred of email pitches everyday, what percentage guarantees that your story gets picked up? You have to write a compelling story that stands out by following the best tactics.
- Know who to target.
You can’t email to all your media contacts. You have to ensure that you are pitching to relevant media.
“You can’t throw spaghetti at the wall and see what sticks.”
Emailing to everyone in your contact list is a waste of time and effort. It is a reflection that you are unprofessional because you prefer to take the shortcut.
You have to create a media list. It contains the name of the reporters that you need to target. You have to make sure that they cover your industry.
You should know that they write the type of story that you are writing. If not, they are just going to throw your email in the bin.
Knowing the media can give you a reference on how you’ll approach them on your pitch. You can better personalize your pitches.
- Don’t email blast.
Related to number one, if you created a media list, you don’t have to blast everyone media or not on your list. Don’t think that this saves you time because in the long run, it’s an added effort to something that you shouldn’t even be doing.
- Build relationships.
Building relationships with the media is an important part of your distribution. You can’t have successful pitching, without rapport.
It should not be just relationships, you should aim to build long-term. You should have a solid rapport with them whether you need media coverage or not.
There are a lot of ways to grow your relationships with them. You can start on social media. Know the social media platform they are most active.
Study their profile. If something they post interest you, make sure to initiate an interaction. You may like, share, comment or retweet their post.
You can’t build long-term relationships with them online. You have to invest in giving them time. You may meet them occasionally and invite them for a coffee, at events or at any social gathering.
- Offer help.
Journalists appreciate whatever help you can provide them. Make sure to be of help in every way you can.
Media people are in continuous search for resources and sources. They need to write a story and meet other deadline set by their editor.
With their busy schedules, sometimes they need bits of information that can help their work. If you can help them speed up their research by offering resources or being a source, they will love you for that.
Join conversations, forums or platforms to track their updates. Most of the time, they post what they need or about their most recent work on social media. By being more of a “giver” than a “receiver,” they will remember you for that.
You may assure them that you’re available to send your brand assets if they need it. You can also provide references or suggest other sources that can help them. It’s a real sign that you’re after to publicity.
- Offer them an exclusive.
Most reporters are impressed to receive an exclusive story. It may be a break that they are waiting for to score a good standing to their editor.
When you offer them exclusive story, it gives them the credit to be the first one to write about your news. It’s a great boost for their reputation.
Before offering an exclusivity, ensure that you understand the terms and conditions of doing it. The last thing that you shouldn’t do is to offer them exclusive, but also send your news to other media.
By following these PR tactics, you can have real good results in the distribution. Keep in mind that relationships – public relations and media relations are the keys for successful PR efforts.