Commentators and pundits in the media like to point out that times have changed, and that the way to a splashy business feature for your client is not the same today as, say, 3-5 years ago. To some extent, that’s true, but it’s also beside the point. There may be a few new rules to observe, and they may complicate your life, but when has that not been true? So let’s forget all that and focus on the here and now.
Let me share a few observations from my experience with our account teams in scoring coverage in Forbes, The Wall Street Journal, WIRED, and other top outlets: such as this Forbes feature on software-testing firm Tricentis, or this WIRED feature on networking technology firm Barefoot Networks.
Tell a story. One of the top network industry editors recently told a client of mine that “At the end of the day, I’m just a storyteller.” In fact, the best business and trade editors and reporters are just that! Those are the folks who either:
Take your pitch, envision the storyline behind it and write that story
Take your pitch, dump your storyline and write one of their own, or…
Reject your pitch. So, never forget the storyline! A pitch without a storyline is boring.
Case in point: too many pitches by PR practitioners neglect to state the problem their client solves, and for whom. And yet the problem is the core of the storyline! Neglect it at your peril. If you don’t know the problem, or can’t articulate it, don’t start pitching until you do.
Find the beat. The ranks of business editors and reporters have thinned in the last few years, threatening to load more beats on the backs of the remaining staffers. Those staffers who survive end up with unimaginable loads and responsibilities, which means that fewer and fewer pitches make the cut. It’s simple math. Worse yet, your client’s market or technology may fall between reporters’ beats rather than squarely within one, and the inevitable reply to your pitch is “Sorry, not my beat.” (Left unsaid is this: “And nobody else’s beat either.”)Too many pitches by PR practitioners neglect to state the problem their client solves, and for whom. Click To Tweet
Well then, it’s time to move on unless you can refashion your story to one the editor wants. Better yet, take a look at the publication’s roster of contributing writers, one of whom might be a specialist in a topic suitable to your client. Then go for it!
Find supporting data. Would you buy a car without examining its “supporting data”? Or course not. And you don’t have to. The sticker on the side window is replete with data. Nor would a business reporter buy a pitch without supporting data. In the minds of reporters, data equates to either validation or proof – and may give your pitch enough credibility to get past their pitch filter. A pitch without data is just a bunch of unsupported claims.
But be cautious of the “Lies, Damned Lies, and Statistics” rule, and be sure to check your data before publishing it.
News may be irrelevant. We tend to counsel our clients that news is the route to coverage. And often it is. Network-focused trade outlets such as Network World, eWeek, and InformationWeek thrive on news, because many of their readers are product buyers or influencers. But any respectable business publication thrives on trends. My clients are in technology, but most business reporters are attuned to markets, not technologies per se. They don’t have “technology” in their titles, but, to my benefit, they have it in their blood. They see the trends, they see innovators emerging, and they’re often obsessed with Battle Royals — who’s getting ahead and will dominate, and who will be a relic lost to history in a few years. The big question for PR pros is not how they can insert their clients into the story, but which clients they can insert.
Trendjacking rules. Trendjacking is a technique honored by the legions of practitioners who want to associate their clients with a trend or practice that will drive a market ahead. Will trendjacking drive major feature coverage for your client in the business media? Not likely. But smart business reporters are hungry to find vendors who are driving trends, and not just riding those trends. And what client does not want to be mentioned as a trend driver by Fortune, or Barron’s, or CNBC? In an industry with a sizable TAM (Total Available Market (multiple millions or billions of dollars), even if your client is mentioned alongside five other companies in the segment, would you turn down the opportunity? I’d take that opportunity in a nanosecond! Think of it this way: Fortune just named my client as one of a half dozen companies that are leading the way in a multi-billion-dollar industry!
That’s a huge win in itself. And could that single mention open opportunities for a feature on just your client in the months ahead? Believe it, and make it happen. Patience and timeliness are everything.
By Gary Good
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