As a PR and marketing professional, I would like to know what's the best way to get your attention to cover a certain campaign or issue.
Also what sources do you look to for stories?
Any feedback you could give me will be very much appreciated. Just add a comment to this discussion feed.
Replies
For me, I'm on all sorts of PR lists and I regularly get press releases. I read every one of them and decide whether or not it would appeal to the readers I'm trying to reach.
Mary Jo has the best point, though - get to know us BEFORE you need us. This is a symbiotic relationship where we need each other to be successful.
One thing that happens to me most is: I try to write for families and recent empty nesters. When I get a press release for a trip that doesn't apply to either of those groups, it kind of bugs me because it's as though the PR person doesn't know me at all and it feels like it was sent out with a "shot gun" approach.
Finally, I do some occasional writing for AAA. I've been approached by people who think I can just call them and try to get an article done. AAA does their editorial calendar meeting once a year and it's a year in advance. I also do a column on Examiner though that has gotten less of my attention since a family trauma a year ago. I do need to get back into that.
I hope I've given you some ideas. I know I haven't written much here but...
Hi Adriana,
Each of us are different as you can see. As a journalist and media slut I agree with a lot of what many others have said. I receive 100s of emails daily covering the various beats that I write about, including travel, and my column "Out in the World" for the Bay Area Reporter. I prioretize my emails as such:
I agree with several others' comments to read and read people's articles, blogs, columns, etc. Mention whatever it is about something they wrote that caught your attention and why or how it helped you. I honestly believe that because I am a voracious reader and information magnet that is why I have such a high success pitch rate.
Also, listen to bloggers, editors, and journalists when at a gathering with us. We tell you what we are looking for and what we are open to adding to our editorial calenders, because we are always looking ahead, but always open for something innovative and special. Sometimes, it's simply all about timing.
I hope this helps.
Go roam,
Heather Cassell
Founder/Publisher/Editor
Girls That Roam
www.girlsthatroam.com
www.girlsthatroam.com/wsw2012
Travel blogger in Korea here.
Get my attention by keeping it relevant. Don't send me a press release on your new offerings in Cambodia. Tell me why I should give your product / service a try - and why my readers would be interested in it as well.
Take a look at my 'About' page - it's written with people like you in mind. If I've done my job right, anyone with half a brain can understand the blog, the author, what's talked about, what's not talked about, and so on.
Great points from Mary Jo! Being familiar with our publications, editorial guidelines and our target audience makes it much more likely that we will respond to someone's email or phone call. An on going relationship is ideal, especially with someone who is trustworthy and truthful.
Best of luck in your efforts Adriana!
For Travelgirl magazine and our blog, the best way to reach me is through email. Even though I get hundreds a day, I do look at them (briefly!) to see if it's anything we would cover, either in the magazine or for our weekly online column at www.travelgirlinc.com
There are several ways:
It is all about building relationships.
Maralyn D. Hill, President, IFWTWA
The Epicurean Explorer
1. Don't forget we have a B-to-B relationship
Please don't try to "tease" me in the same way that a magazine cover teases its potential buyers at the newstand. I don't have time for that. For example, if you're writing to me about US Ski resorts, simply say so in the subject line, please don't write lines like, "Ready for Snow?" As the EIC of a lifestyle magazine, a header like that could mean anything from lip gloss to warm hats, or hot cocoa recipes to new ski boots. I get over 300 email PR pitches a day and don't have time to play "guess what this email is about?".
2. Don't write a novel
Once I open your email, give me the who, what, when, where and why.. I don't have time to read 10 paragraphs of text.. Give me the criticial info in bullet points, bold names you want me to remember. and then feel free to write more which I can chose to read once it know it might be for me. Put as much info in the email text, so I don't have to open attachments. Those are ok if I ask for additional info.
3. Don't treat online like we're 2nd class.
Just because I'm online doesn't mean I'm willing to do your advertising for free. We support ourselves the same way the glossies do.....with advertising.(and we charge a lot less!) I'm amazed at how many emails I get from publicists telling me that their hotel (or client's hotel) is running a special promotion and how you would "love to see this run in our travel section". (uh, yeah, i'm sure you would). But then when I reply with our rates, so many seemed shocked. Would you ask Vogue, CN Traveler or MarieClaire to run free advertisements that your hotesl are having promotions....or running a contest? Thought not. So why ask me and then get shocked when I want an ad fee? We write high quality editorials, without the qui pro quo that many of the glossies require; so please, just because we're nice and give your clients great editorial coverage, don't then try to take advantage of that by assuming we're also going to place your ads for free.
4. Don't assume all online is short lead.
I have 12 editors and approx 15 writers and it's now less than one week until Thanksgiving and I'm still getting pitches for "What to wear at Thanksgiving dinner" and "Thanksgiving Cocktails guests will adore". Yes, as an online magazine, we have more flexibility that those stuck in print, and we do occasionally place something last minute, but we try not to do this too often. We're currently working on Valentine's Day.
5. Don't pitch me story ideas
Sure, some things are generic and many story ideas are done every year, such as luxury resorts for June weddings.. However, sometimes a story idea might have a really different angle and if you're sending out that email to 50 editors, how could I possibly use it? You think I want to write the same piece as 30 other magazines, whether print or online? Just give me the info and my team will come up with the story. For example, one hotel publicist sent me an email that their hotel now accepts dogs. That inspired me to come up with an article on hotels around the US that accept dogs. We ran it a couple of months ago and it was really popular. (there are others more unique, but I'm not sharing until they're out! )
Lastly, I so agree with Mary Jo - get to know us editors. Personally, I write mostly about skin care, fragrance and travel, and while the beauty publicists have gone out of their way to get to know me, so few of the travel publicists have made the effort. Much of my writing is pure travel pieces, though many have a beauty slant. There are so many ways a travel publicist and I could brainstorn for some terrific pieces.... if we knew one another. Follow me on twitter, invite me out for a coffee, etc. It's about relationship building, not short term metworking. You or I may change companies but it's likely we'll still be doing what we do.
Candice
www.beautynewsnyc.com
"Also what sources do you look to for stories?"
Adriana Gallegos-I've been amazed that so many important stories in travel are on the travel forums.Sometimes issues that are totally ignored by the Travel Press. What's worse is some bloggers and travel writers ignore their comments when there is useful info for them in the comments.
Are you asking your questions of travel writers or are you asking it of travel bloggers who only blog according to a certain model?
I have to agree with much of what Mary Jo says.
Get to know the blogger first and follow on the blogger's public social networks. Also a brief, succinct email will work better than a press release. You can always follow up with one later. Nothing annoys me more than receiving long-winded pitches about events or opportunities that have nothing to do with the topics I love.
And when I say succinct, I mean really succinct. Sometimes I prefer to be pitched at via Twitter in 140 characters.
As Mary Jo says, I like to develop long-term, collaborative relationships with PR pros, CVBs and businesses who support my travel stories.
Not all bloggers are professional writers but many are, like myself, and use their own blog as a publishing outlet. Keep that in mind as well. I will delete any pitch that wants to take advantage of my blog without giving me anything in return, as if I was a kid in third grade.
Also, never, ever bait and switch a blogger. Many companies are doing this -- emailing with travel opportunities and then turning the blogger down. That's very unprofessional.
I'm not sure what city you're in, but see if there is a local Social Media Club chapter and if pitching to bloggers is one of the topics at a meetup.
Anyway, I like to write about fishing, romantic travel and pirates, especially in Florida and the Caribbean. Anything in or around water works for my blog. http://sexandthebeach.blogspot.com/search/label/travel
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