Professionalism is Key
We respected deadlines, worked well ahead of schedule on pitches based on each publication’s editorial calendar, regularly offered up expert sources available for consultation anytime, and even referred reporters and editors to competitors if we knew they had the information needed by deadline. That professionalism rewarded us over and over again.
Tailored Pitches Work
In her recent issue of PRoclaimer, her company e-newsletter, valued colleague Hilary Kaye – owner of Tustin-based HKA, Inc. Marketing Communications – described the creative ways her associates recently tailored client pitches to niche, specialty, and trade publications. One of their successful pitches, which really pleased a client, was the client’s inclusion in a feature story for a funeral industry magazine. Another client proudly appeared in a heavy trucking trade journal.
These tailored, well-researched public relations pitches are successful because they rely on experienced PR pros recognized for offering useful, original, and accurate information that reaches the clients’ desired media outlets.
Even the most deadline-challenged reporters and editors will take calls from the public relations professionals they respect.
Pitching in the OC
I dusted off my pitching skills last summer in service of a valued client, the Roman Catholic Diocese of Orange. Working with Tracey Kincaid, director of communications, we tailored pitches to media representing the local, regional, national, religious, architectural and foreign-language press covering the historic dedication of Christ Cathedral, formerly known as Rev. Robert Schuller’s Crystal Cathedral.
Attracting impressive hits from international media as far afield as Rome and as varied as several Little Saigon television news shows, the dedication and a special media preview day produced results that went well beyond the client’s expectations.
In addition, our work positioned Christ Cathedral and the Diocese as recognized Catholic leaders on the West Coast and paved the way for future media coverage as the cathedral’s calendar of events continues to fill up.
Technology Hasn't Changed Everything
With all the changes we’ve experienced in the media and the burgeoning growth of technology and nontraditional media, the old-fashioned PR values of preparation, research, excellent writing and tailored media pitching won the day.
That makes me proud and fills me with hope that the best public relations profession practitioners will continue to flourish in this brave new world.