Even a little PR / social media blog like this one gets pitched. A lot. The vast majority of the pitches I get are absolutely awful. So I’m going to profile one that made me WANT to write about it and explain why.
This is the email I got:
So why am I writing about this, and not the roughly 20 other pitches I got this week?
First, it’s an unusual concept. A legal insurance firm like DAS Canada doing a contest is unexpected (at least to me.)
Second, it points out a serious, real problem — being able to afford legal representation.
Third, it’s in the range of things that I might write about anyway — social media related, has a business application. You’d be surprised how many pitches I get for stuff that I would never in a million years write about on this blog (would you believe beach umbrella anchors?!). And you’d also be surprised by the people who pitch to me even after I’ve explicitly written to them and asked to be removed from their lists. (I’m looking at you, Imal Wagner, who pitches books to me that I would never cover, and has been told so).
Fourth, the release is reasonably well written. I could get the concept. And they quote the president of the Canadian Bar Association, which gives it some relevant credibility.
What didn’t I like about the pitch? The subject line’s kinda clunky. And I would love to have seen some personalization. A multimedia component would also have been nice — links to imagery or audio or video.
For all I know, the people at Pointman PR did absolutely no research, and me getting this was just a lucky chance for them. Or perhaps they thought about it a little. Either way, it worked. So what can you learn if you’re doing pitching to blogs or to mainstream media?
- Just look at the blog a little. I’m a PR blog. It’s not that I don’t care about children getting impaled by rogue beach umbrellas. It’s just that it doesn’t fit my slant. So don’t WASTE MY TIME PLEASE!
- Think rich content. If there had been a picture, I probably would have used it.
- Personalize. Yes, it’s a pain. But do it anyway.
- And if you’re told to stop pitching to someone, FLIPPING WELL STOP PITCHING!