Recently an earnest, hardworking PR pro asked me repeatedly during a phone consultation “what not to do.”
She already knows to avoid relying on generic pitches blasted to the same list. So I told her how personalizing pitches is about finding the sweet spot between being generic and being a stalker.
When you’re crafting your pitch for your target journalist or blogger, you know it’s a best practice to prove in the first sentence that you’ve researched her and her audience. It’s usually best to keep this focused on her work. I say that because often you might see also something in her Twitter bio or an Instagram post that you could use to make more of a personal connection.
Don’t get me wrong, it’s great to make a personal connection. That’s the ultimate goal of great media relations. Just not so soon—so save that thought.
Begin With a Reference
Lead off with the professional reference.
For example, “I’ve noticed your posts that get shared most frequently on social revolve around connecting millennials’ job-hunting preferences and big-company recruiting tactics…”
And then get right into your pitch that propels the connection forward.
The Evolution is Not Televised
There’s been an evolution in the last few years among the influencers I interview about their reactions to media pitches, among them a Today Show producer, a Washington Post editor and writers for USA Today and the Wall Street Journal.
When I show them pitches, they register audible appreciation for personalization at the top, but now they become anxious and even frustrated if that personalization drags into a second point of reference. They say, “I want to know what he’s offering here.”
P.S. I Love You, Not Quite
To recap: first professional personalization, then pitch, then call to action.
But what about that great personal tidbit you saw that could open the door to a wonderful connection? Save it for your P.S. That’s where you note that you’ve visited her alma mater to see your best friend from high school who also went there—what a beautiful campus. Or your quick take on this season of the Netflix show she tweeted about binge watching. Or whatever.
Just make sure it’s:
- Sincere: because relationships only work when founded authentically
- Specific: because even if you really do love that show, the journalist won’t believe you unless you prove it with some detail;
- Really Specific: specificity also applies when you mention an article you liked that your journalist or a colleague wrote; with the amount of copy reporters crank out, articles tend to fade in the memory, so make sure you provide the day and date of publication and perhaps a link;
- Not stalker-ish: no explanation necessary
The Rule Breaker
There is one exception to this rule of backing off on personal references. It comes when an influencer is very open, to the point of borderline cheerleading, about some aspect of his or her personal life.
An example is the sports columnist I follow who reviews Showtime’s Homeland episodes every week on Twitter. And the fashion magazine editor who tweets often about her cat, by name, in a self-parody style. It’s sort of an inside joke.
In cases like those, you can get away with leading off with the personal reference, but make sure it is specific and sincere. That’s because journalists are getting loads of faux personalized pitches where PR folks are taking one glance at their timelines and writing something like, “As a fellow Homeland fan, I wanted to let you know about (something unrelated to Homeland)…”
A savvy pro I know followed her target, a writer for a top-tier daily, close enough to know when some news about her favorite celebrity was big enough to link to a pitch. It was a story that the writer responded to positively.
The journalist tweeted 30 minutes later: “I tend to find it trite when PR folks bring up my tweets in a pitch, but going out of your way to agree with me about (celebrity) is OK.”
That tweet sums up what a fine line you’re walking when you attempt to exercise this exemption. If it still seems unclear, just stick with the primary-professional-reference-first approach that I mentioned earlier.
The Bottom Line: Pitch Some Help
And above all, remember that any of the linguistic gymnastics discussed here and in my previous columns must have a key ingredient to be effective. And that is:
Anything you write in a pitch must be designed, above all, to help your target journalists.
Not fool them.
Not flatter them.
Not sneak something past them.
The motivation behind personalizing pitches—and the extra nuances discussed here—is to save the journalist evaluation time by proving to him or her that you know their work and understand their needs. And that you’re a smart, approachable human being who would be pleasant to do business with on this and other stories.
In general influencers are so strained by the pressures of their jobs that they deserve every effort on our part to make our outreach relevant and accessible on their terms. Helping them do their jobs is what helps us.
CONTACT: Michael Smart is the media pitching coach PR pros seek when they want to boost media relations success. He advises everyone from Fortune 10 brands to nonprofits and sole proprietors. Learn more at: michaelsmartpr.com