You've got news. You desperate to shout about it. You know you need to pin down a journalist but you've got no idea how. I mean, you can't just randomly stalk one, can you?
You’ve got a great pitch, you know you have (you've even got a pretty nifty PR dude to help you write it.) It’s hand crafted, beautifully put together. In fact, you’ve spent days on it. Well, several hours at least. You have even found yourself reciting sentences from it in the shower. Now for launch time. You know who you want to pitch it to. But how?
These days, we don’t use carrier pigeon so much and as much as the internet has made the journalist life easier, it hasn’t come without its disadvantages. There are too many avenues in which people can get hold of them, often meaning that most pitches get overlooked.
Twitter is where the press hang out. It's where news can break and travel faster than anywhere else on the web.
We create lists of specific niche writers and reporters and influencers in a wide range of industries which match our clients and we make it our priority to build good long term relationships with them.
That way, when we come to pitching, we know exactly who to pitch to, how and when to get he maximum result.
Twitter journalist romances are a dance. A careful two step or tango. There are moves you have to commit yourself to, but don it right, and you have a hot shuffle that’s not only stylish but endless.
So, here you go – your very own choreography
Look, don’t pitch blindly to any old journalist. For a start, you need to respect they time and their hectic workday. Follow them, comment on their posts, see what they are passionate about FIRST before you pitch to them.
Leave the big buddies alone for a while – although it might a big ego boost to have the editor of the Sunday Times hanging off your every word in your Twitter dreams, it might not happen. Start off walking the walk of local press – I check out the youngsters, they are usually the ones who are the hardest working, hungry for ambition and dedicated to the hilt.
They will be wanting to please their editors and they can be the most opinionated too. Watch how they report and talk and pick out your contacts from these up-and-coming reporters carefully. There is an old saying about being good to people on your way up because you don’t know who you’re going to meet om the way back down. It works the other way around too.
You will get to recognise who is a Sunday Times editor in the making. This is when you want to build a relationship with them. Pick out some clever movers from these guys and follow some of the country senior reporters too but watch their niche.
One example is what we have seen in the press today (not a bad way to start the PR week!) is from a young, up and coming journalist (trainees are great and this guy was fabulous!) Like Kieren Williams who is a journalist at The Daily Mirror. We started talking to him, liking his stuff and replying useful comments.
The key is to get talking to one who you know is going to feel passionately about your subject matter. You might know a good sports journalist who is passionate about baking. We were lucky enough to get this brilliant reporter talking to our client and this was the result: