DIY Public Relations: What Not To Do
Hey, fellow business owners! Now that you’ve gotten your pre-pitch plan together (if you haven’t, check out what to do before you pitch to the media), you’re ready to jump in!
When you're pitching an idea to the press, there’s nothing worse than getting your pitch rejected. It hurts, even though it’s not personal. Like most things in life, there are precautions you can take to avoid repeatedly facing that pain of rejection.
Here is what NOT to do when pitching your business and brand to the media:
1. Don’t neglect your research.
Don’t skip the necessary research for your particular pitch. Take the time to actually get to know the people that you will be pitching to, crafting your pitch to fit their needs and interests. It only hurts you to go in unprepared.
Who talks about businesses like yours the most? Does your company offer a unique service that would be better captured by video? What do you offer that reporters could find helpful? Dig first, then pitch.
Pro tip: Follow relevant reporters on Twitter. You can even create a Twitter list to help organize them in one place.
2. Don’t send just out a press release and call it a day.
It takes a lot more than a press release to catch the interest of journalists, especially for smaller businesses and companies without lots of money to spend on advertising. The press wants to see something out of the ordinary and unique that will make your pitch worth their time. Don’t waste their time — or your time — by being lazy with your pitch. Include a personalized note and custom intro paragraph.
3. Don’t be annoying with your follow up.
Sometimes, you need to put yourself in the shoes of others to understand that following up with multiple emails is just not a good look. You want them to feel engaged, but you don’t want them to see you as desperate and pushy. It comes off as unprofessional and will ultimately result in them being turned off by you and your ideas.
Pro tip: If you get a response from someone who isn’t interested, you can ask them what would be more helpful next time. Then, you can help them accomplish their goals, rather than just begging for coverage.
4. Don’t promise too much.
This is one of the biggest PR mistakes! Don’t promise an exclusive to more than one outlet. I know it’s tempting to send an offer to multiple outlets to try and get their attention, but it will backfire. Over-promising causes your media contacts to lose faith in you, and sneaking around to try and get multiple “exclusives” is a surefire way to get blacklisted.
Pro tip: If you’re not getting a response after offering an exclusive, send a follow up. It’s super easy: “I would love for your media outlet to cover this as an exclusive. However, if I don’t hear from you by XXXX date, I will assume you’ve passed.”
5. Don’t be defensive.
Don’t allow your emotions to get the best of you. Your business is your baby — trust me, I know that feeling. Sometimes, reporters' comments may be direct and their questions may be tough, so make sure that you address concerns how they expect you to: with poise. Put thought into your response and try your best to see things from their perspective. They’re just doing their job!
When pitching the media, there are lots of challenges. But hopefully none of these 5 things will be one of them! Go out there and get ‘em.
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