Top Banner
@KelseyLibert, @RyMcGonagill, www.Frac.tl Image Credit: http://frc.tl/1nuTW0Q
59

Perfect Pitches: 500 Publishers Tell Us How To Get Their Attention

Sep 05, 2014

ReportDownload

Marketing

We surveyed over 500 publishers to discover how businesses and individuals can increase their noise:value ratio when trying to secure press. Through over 20 survey questions and open-ended responses, we were able to establish a full picture on what publishers want from content ideation, development, and pitching. Over 100 high-caliber sites responded, including but not limited to: CNN, Time, NY Times, Guardian, Forbes, CNet, MSN, Reuters, Daily Mail, USA Today, ZDNet, Tech Crunch, Mashable, MTV, Huffington Post, Slate, Real Simple, Business Insider, Babble, Examiner, PC Mag, BuzzFeed and LifeHacker.

  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1nuTW0Q
  • This is a story about a noise:value ratio that has gotten out of whack. @KelseyLibert, @RyMcGonagill, www.Frac.tl Image Credit: http://frc.tl/Up2Gt
  • Editorial voices are outnumbered by public relations professionals by almost 5:1 http://frc.tl/1qc14fR @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • http://frc.tl/1mrxZgH @KelseyLibert, @RyMcGonagill, www.Frac.tl Many [PR professionals] have a misunderstanding when it comes to the difference between advertorial and guest posts. Gigaom.com Too many submissions we get are clearly just pitches for a company, attempting to masquerade as thought pieces, a press release dressed as a guest post. TechCrunch.com Over time [guest blogging] has become a more and more spammy practice. Matt Cutts
  • Our Research @KelseyLibert,
  • We interviewed over 500 writers, editors, and publishers. Image Credit: http://frc.tl/1pXwPw9 @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • This Is Their Story @KelseyLibert,
  • Image Credit: http://frc.tl/1xzC2fG @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • @KelseyLibert,@RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/TBxFBj
  • The majority of people youre pitching only write ONE STORY per day. Image Credit: http://frc.tl/1n2DRL4 @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  • Image Credit: http://frc.tl/1kf24uz @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • Although most writers publish one story per day, 44% of them get pitched a minimum of TWENTY TIMES per day. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/TByPNb
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  • @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • Although writers are inundated with pitches, only 11% often write a story based on content that was sent through a pitch.
  • However, 45% said sometimes, so there is an opportunity for change. Image Credit: http://frc.tl/1pdIwhX @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • Your Strategy Lesson @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  • Image Credit: http://frc.tl/SIrBGl @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • STOP spamming writers with poorly matched assets. Instead, collaborate on mutually beneficial ideas. Image Credit: http://frc.tl/1n2EWCF @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1rIug1F
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1j993LC
  • Your Networking Lesson @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  • @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • 64% of writers think it is of some importance that you establish a personal connection before pitching. Image Credit: http://frc.tl/1kLg9Vy @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • Use Twitter as a platform to socialize with your prospects weeks prior to the pitch. Engage in blog posts. Image Credit: http://frc.tl/1kLg9Vy @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  • Image Credit: http://frc.tl/1o6SCSr @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • Put down your cell phone. Stop spamming on social media. Start writing sincere emails to the best-fit person for your campaign. Image Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • Use a CRM such as BuzzStream to manage your relationships. Image Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • Your Pitch Lesson @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  • What time of day do you want to be pitched? @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • Use a pre-scheduling tool to send your emails in the early morning hours. Image Credit: http://frc.tl/1nuKeso @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  • @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • 88% of writers prefer a pitch be less than 200 words. Check your word count before sending. Image Credit: http://frc.tl/1uNnHds @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • Image Credit: http://frc.tl/1xzC2fG @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • Test your subject lines in your inbox. What stands out? The golden rule is 45-65 characters. @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  • Image Credit: http://frc.tl/1oFpU8O @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • An overwhelming number said they want a subject line that is: Direct Concise Descriptive Includes keywords relevant to the writers beat Image Credit: http://frc.tl/1oFpU8O @KelseyLibert, @RyMcGonagill, www.Frac.tl
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://www.pinterest.com/pin/75364993733755783/
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  • @KelseyLibert, @RyMcGonagill www.Frac.tl
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  • Do your research. Know the publication. Be relevant. Make it newsworthy. Know my beat. Dont use all caps. Be personal. Be concise. Dont cold call. Does it fit my beat? Use spellcheck. No giant attachments. Dont pitch on social media. Know my audience. Avoid phony friendliness. Get my name right. Avoid the fluff. Tailor your subject lines. Die in a fire. @KelseyLibert,Image Credit: http://frc.tl/VTh6SP
  • Image Credit: http://frc.tl/1k5uTLo @KelseyLibert, @RyMcGonagill, www.Frac.tl If I don't respond it's because I'm not interested. If I am interested, I will email you back. NationalJournal.com 1) Don't send multiple emails and follow-ups. 2) Don't follow up your email with a call. Parents.com Do not call me 5 minutes later to follow up. Geek.com Don't follow up so many times. If we're not interested, we're not interested. OutOfThePastBlog.com Unless I contact you asking for more information, don't follow up 2 and 3 times asking if I'm going to write about the story you sent me. TheGoodWineGuru.com
  • @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  • Breaking news Exclusive research Emotional stories Timeliness Relevance Data New hook A story Interview opportunities Data visualizations Useful information Innovative Interesting analysis Storytelling Well-researched Meets editorial mission Original content Solutions to problems Engaging Amusing Useful insights Humor Unique angles High-quality graphics @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1zkwgzt
  • Research by Kelsey Libert, www.Frac.tl http://frac.tl/publisher-feedback/
  • Leverage The Science Behind Great Content. Research by Kelsey Libert, www.Frac.tl
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.