10 Timely PR Tips To Not Ignore Right Now

[This story by Michelle McIntyre originated in the Huffington Post.]

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Wow, it is hard to get press coverage these days. However, the results I’ve secured for my tech clients have been decent. How did I do it? I’ve had to constantly think hard, be creative and stay on top of things minute by minute to make stories happen.

Strategic outreach resulted in fairly recent stories in Business Insider, Bloomberg, FITNESS, Teen Vogue, TIME, Wired, Network World, Baseline Magazine and a few deep industry outlets like EBNOnline, EdTechDigest and Manufacturing Business Technology.

Here are 10 tips to keep in mind when doing press outreach in the second half of 2017. These guidelines help me daily.

 

1. Know when the journalist’s big conference or vacation is happening. Are they mostly looking for stories related to a conference they are attending? Conference-related news will be more likely get noticed at that time. I usually see vacation plans on Instagram and trade show comments on Twitter. An interview during your CEO’s West Coast press tour won’t likely be set up during a journalist’s honeymoon in Greece.

 

2. Don’t try to target too many media outlets at once. The best pitch is written for one reporter. Keep in mind that journalists like scoops. Some news campaigns will involve outreach to more people but if it’s not major news, be careful. Tom Foremski of ZDNet and Silicon Valley Watcher infamously says he doesn’t like press releases because they are “anti-scoop.”

 

3. Check the most recent contributed article guidelines before submitting an article. For example, TechCrunch published a story in early 2017 saying it’s now invite-only for new contributed writers. There are three ways to pitch Forbes: send a story to the editor; pitch an already successful blogger as a regular contributor; or pay a sponsorship fee for a monthly spot in “Community Voices.” How did I become a Huffington Post blogger? They invite people sometimes. I signed up during the last window. I also had a lot of blogging experience before signing up. I was syndicated by Business2Community before asking to be a Huffington Post blogger.

 

4. Beware of hiring SEO experts saying they know PR. I read a dozen PR trends stories to find new inspiration for this article; sadly two thirds were by search experts trying to look like PR people. The other third were real press relations experts. One of my favorite PR bloggers is Lou Hoffman. He’s an experienced PR guy who has a decent amount of knowledge about search engine optimization and content marketing. He’s not an SEO person claiming to know PR. A skilled PR person needs to know journalism. If they know about search too, that’s a plus. But many search experts don’t have a clue about journalism.

5. Make sure the spokesperson’s title is appropriate for the outlet or opportunity. There are many top B2B “IT” writers who like to interview CIOs or CEOs but no one else. So don’t pitch them a case study and interview with a controller or market analyst. Here’s a specific example. IDG Contributor Network is accepting bloggers right now; they don’t like writers who do product development or work directly with customers. They prefer CIOs, IT managers, and people who recommend technology. Folks who work at analyst firms or standards bodies would are okay.

 

6. Skip the “unpitchables.” There is a Forbes contributor named Louis Columbus who writes quality stories about analytics and enterprise software trends but is likely unpitchable. Why? His bio says he works for Ingram Cloud. Why would someone from Ingram Cloud accept an interview with most companies they are not targeting from a business standpoint? Note that a “light” note introducing the blogger to a client is not a bad thing in this case. But don’t expect much in return.

 

7. Write like a journalist. Is the pitch falling on deaf ears? Did you leave a message and send a follow up email? Have you not heard back? Did you know that many popular tech writers receive 400 emails per day? Make sure there is something interesting or surprising in the pitch. Continue to improve …

 

For the rest of the tips and the full story please visit Huffington Post at this link.

Photo credit: Shutterstock

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This article was written by Michelle McIntyre, founder of MMC PR, executive member of TEDxSanJoseCA, VLAB 2017 Volunteer of the Year, IBM PR vet, and award-winning Silicon Valley technology publicist. Join 5,800 others and follow her on Twitter @FromMichelle

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7 Surefire PR Tactics to Land You on a Journalist’s Blacklist

[This story was first published by Huffington Post.]

CEOs, public relations and marketing executives come to me often claiming they spend a lot of time developing media pitches and issuing news releases but get no coverage at all.

I am never surprised. The landscape is rough and the mistakes people make are rampant. Some journalists like those at Business Insider receive 400 emailed pitches per day. You have to be really smart and think about how to approach them to get any attention at all.

credit_ Canva

Most have been blacklisted by media outlets for making common public relations (PR) mistakes. It is sad that businesses with big agencies and budgets also sometimes make these mistakes. Spending a lot of money or hiring a large PR agency is not always the answer, especially if a junior PR representative is assigned to your account.

 

Journalists will give a little more attention to PR people they know and trust. However, if you have been making mistakes with them for a long time, you may find yourself blacklisted. This could take many forms. They could delete your email without opening it or literally tell their staff not to cover you at all.

 

Sometimes knowing what not to do helps you do the right thing and then get the attention your client or company deserve. Here are seven things to not do.

 

1. Share inside baseball press releases with general news reporters: Pitching something (no pun intended) too “inside baseball” to a general news reporter could get you blacklisted. Something an industry insider newsletter publisher and analyst is interested in is not something The Wall Street Journal may put on its pages. If you want the journal, pitch them something else.

 

2. Ask THE #1 dreaded question: It’s the question we seasoned PR folk know never to ask; however, the new kids on the block make this mistake a lot. Don’t ever ask, “Did you get my email?” If you think it’s important they see it, say something else when you follow up, like, are there any other stories we can help you with, or what is the best way to work with you? They hate getting notes asking if something is in their inbox.

 

Visit this link for the rest of the tips. The link takes you to Huffington Post.

 

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Michelle McIntyre is an award winning Silicon Valley tech publicist and blogger who was named 2017 VLAB Volunteer of the Year in 2017. Join 5,800+ others and follow her on Twitter! @FromMichelle  [Newspaper photo credit: Canva]

The Shocking Secret to Make Your PR Dreams Come True

by Michelle McIntyre

crying woman

The secret to landing media coverage in a top tier news outlet may surprise you. It could be as easy as picking out the right company spokesperson to do an interview.

Last night, The New York Times Deputy Technology Editor Quentin Hardy was interviewed on stage by Oracle’s Mike Moeller at a Public Relations (PR) Society of America Silicon Valley event in Redwood City, Calif.

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Here are Hardy’s words of wisdom for PR pros who want their companies covered. This seasoned tech journalist receives 200 story pitches daily so pay attention.

My experience working with him has been good. He’s a careful fact-checker and intelligent question asker.  He does his homework so the spokesperson needs to know the topic backwards and forwards.

My key take-away was that you can’t teach someone how to give a heartfelt interview. Top tier media outlets need quality stories that often evoke emotion.   (Think about great TED talks.)

Technology executives pay me to media train them and I have successfully done that many times. However, there is only so far you can go with this. Some people are naturally better at interviews than others.  Quentin Hardy needs a quality interviewee and interesting facts to mention a company.

Here are some other things Hardy said during the fireside chat.

  1. He likes to add value to a story.
  2. Accept rejection.
  3. He wants to explore how things we are doing here in the Silicon Valley or in tech affect other regions. For example, what is it like being a football coach in Texas when everything is being recorded?
  4. Tell him how “big tech” affects everyday life and make it heartfelt and interesting. Database technology helps at the ATM but that’s not interesting.
  5. Be patient. It was okay that a PR guy pitched Hardy a meeting with an artificial intelligence (AI) spokesman after he wrote about it. He didn’t meet with the expert right away though.
  6. He’s interested in cloud computing, AI, mobile, driverless cars, and drones. Here’s a recent Quentin Hardy story, “Reasons to Believe the AI Boom is Real,” (July 18, 2016)
  7. He doesn’t find security that exciting because companies won’t talk about problems.
  8. When he receives a story pitch, he asks himself, have I worked with the person before? He considers circles of trust and knowledge. For example, he says, people trust The New York Times.
  9. Here’s an example of how he researched a story. The topic was how cloud computing is affecting everyday people. He first researched AWS Meetups finding interesting ones in Omaha and Texas. He didn’t want to use a California example because that is not as interesting. He found that Hudl, a technology used by thousands of sports teams to review and improve play was popular. “No one had heard of Hudl” but they were used by 12,000 of the 14,000 high school football schools. The example he used was a team near San Antonio, TX, that regularly enjoyed 15,000 people in the stands.
  10. When he covered drones he used an example related to farming in the Midwest.
  11. Quentin Hardy follows Twitter, and regularly reads the Financial Times and The Economist. He added he does not read The Wall Street Journal as much as he should.
  12. He finds it amazing how much news is taken in via mobile devices.
  13. Event attendees asked him about the future of tech. He says he has no clue what life will be like in five years because change happens so fast.
  14. He was asked about the presidential election. He said he finds it interesting that the economy is doing fairly well but people love to say how broken everything is, especially on social media.
  15. He owns 3,000 books.
  16. He has enjoyed watching some of the Valley’s top executives and companies evolve. In 1999 Steve Jobs called him right after an earnings call asking if he had questions. As a result, the earnings story grew from three to five inches. (Hardy was at the WSJ at the time.) He remembers meeting with Google’s co-founder when the company was just a vision.

In summary, when pitching Quentin Hardy, it helps to say something about how technology is affecting everyday life.  If he needs an interview, make sure the person is able to story tell and connect, and not just robotically convey facts and company messages.

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The writer of this story, Michelle McIntyre is @FromMichelle on Twitter. She took the PRSASV event photo. The emotional woman photo is from Canva.

Also follow @qhardy @newyorktimes @newyorktimesbusiness and @prsasv