March 25, 2016
/ by Ian McLeland
Cision’s Media Research team works daily to maintain a database of more than 1.6 million journalists and media professionals. In addition to accurate contact information, we strive to obtain pitching tips to help ensure the most useful pitches reach the most interested journalists. Here are a few tips we’ve collected to successfully reach out to business contacts at the Boston Globe.
In an ever-changing media landscape, readers look to local papers like the Globe for news that’s specific to where they live. Pitches can take many forms and journalists may be interested in anything from brief press releases to longer white papers and case studies, but above all: Make sure you’re clear why your pitch is relevant to Bostonians, and then explain how clearly and succinctly.
The Globe’s business reporters cover a variety of beats, from real estate to healthcare to retail businesses. The most successful pitches are individually tailored and show a clear understanding of a reporter’s interests, coverage, and audience. Pitches that are clearly sent en masse are not only likely to be ignored, but can get you permanently banished to the spam folder. On the other hand, pitches that are truly unique and useful can save time and make both journalist’s and PR professionals’ jobs easier. Taking an extra few minutes to review a journalist’s recent articles and coverage begins building a relationship that goes far beyond a single pitch.
A newsroom is a busy, often chaotic place and a phone call may not come at a good time. Initial pitches and follow-ups are best sent via email, where they can be reviewed whenever they fit in a daily schedule. If you must call, try to make it early in the day; after lunchtime, deadlines start rearing their heads and phone calls are likely to be stressful.
While we work hard to collect individually-tailored pitching tips, the big picture lesson is clear. Relationships between PR professionals and reporters work well when they are people helping people; they break down when they become a pitch machine and a story machine. Avoid grinding gears by remembering the person on the other end of the keyboard or phone.
The Cision Media Research Team maintains a database of more than 1.6 million records, including social influencers, traditional media contacts, outlets and opportunities. We collect and maintain the latest contact and pitching information of bloggers and journalists who can spread your message, broaden your campaign and help you build relationships with the people who matter. To experience the Cision Media Database first hand, request a demo here.
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