Imagine
if you worked as the editor-in-chief at a magazine or daily newspaper, or the
executive producer of a cable news network or radio show, or maybe a blogger,
podcaster, or newsletter editor. You would
be a part of the media, one of the people being approached by book publicists
and authors about books, books, and books.
If you were on their side, how would you view your pitch about you and
your book? What would you be looking for
in the slush pile of emails, voice messages, and mailed packages?
Start
thinking like the media, because that’s the very first step to getting their
attention. If you don’t put on their
clothes and step into their shoes, how can you expect them to understand, value
or appreciate whatever it is you seek to share with them? If you are not empathetic and sympathetic to
their needs, concerns desires, fears, or challenges, how do you hope to impress
them?
Let’s
start with some of the safe assumptions we should have about the news media:
1.
The
bigger they are, the more competitive it will be to reach them. Everyone is contacting The New York Times news
desk, the book editor at Publishers
Weekly, and the features editor at USA
Today. Your presentation needs to be
short (they have seconds to evaluate it), polished, and to the point. Don’t expect them to click on anything or
connect the dots. You have 120 words to
impress them or the pitch is dead.
2.
There
are gatekeepers and litmus tests at these media outlets. You likely are not directly pitching the
person who makes all of the decisions but initially you need to get past an
intern, editorial assistant, or secretary. They ae the ones fielding calls,
listening to messages, or scouring emails.
If you can’t impress them, you’re done.
3.
Know
the demographics of the media outlet that you are contacting. Further, know whom your specific editor,
producer or writer is trying to appeal to. Who reads/listens/watches that media
outlet and that specific show/column/website section? Present your pitches in a way that similarly
targets those they desire to reach, especially their advertising demos.
4.
The
media waits for nothing. Every month,
week, day and sometimes minute, the media outlet has to get to press, go on
air, and go live with something. There’s a
100% guarantee that every media outlet will say something, even if some days
seem more newsy or interesting than others.
They never say: “Sorry, we have nothing to say today." No, they always
have news, analysis, and content to share.
But there are times where they are more open to your pitch. Seize those moments. Try pitching at all hours of the day -- some
people you can reach at 8 am and others at 8 pm your time, especially if there
are time zone differences. Additionally,
the weekends are possibly less competitive to reach someone. Or send an email at 4 am so it is one of the
first in someone’s in-box.
5.
One
advantage to being human and pitching other humans is that you understand life
and have real experiences that lend insights to how the media might be feeling
or thinking. They too stay up late to watch
a ballgame. They too get up early to get
the kids to school. They too have to
stretch a paycheck, go to the bathroom, get sick, feel hungry, read books, and
have families, pets, and a smartphone.
Try to connect with them and relate to their human side. Let your pitch tap deep into the emotional
essence of being human. Speak to them as if you were a clergy member giving a sermon and
tap into their loves, losses, guilt, anger, hopes, and dreams.
6.
The
media, today, is quite split in its demographics. Online media skews younger, in terms of who
works there. At major media outlets, due
to cost-cuts, gatekeepers are young, underpaid and inexperienced. The veteran editors, hosts, and pros are
older, but there is a shrinking pool of them.
If you want to relate to those you pitch, be aware if it’s a
20-something or a 50-something year-old that you need to impress. There’s a generational gap there.
7.
The
media is fiercely competitive. Speak a language that includes “scoop” and “exclusive” and “first to get this story.” They want breaking news and a leg-up on their
competitors. Be careful to not burn any
bridges by falsely giving the same info to multiple outlets and presenting it
as an exclusive. Only one – the first
outlet to publish – is the rightful owner of such bragging rights.
8.
Same
goes with original content. Guest-posts,
op-eds, or bylined articles can only run once – unless you tell an outlet it
ran elsewhere and they decide to still use some or part of it – provided you
own the copyright.
9.
The
media possesses above-average intelligence, knows how to research things and
question people, but they are short-staffed and in a rush, so they may be easier
to fool than you think. However, I
caution: Do not lie to them or make crap
up. You’ll be burned for it.
10.
Personalize
your pitch to the media. This is not
just a matter of customizing a pitch based on what a journalist writes about,
demographics of readers, or what seems newsworthy and trendy. This is about knowing things about the person
you pitch. Did you look at his or her
personal Facebook, Instagram, Pinterest, Twitter, Linked In or You Tube
posts? Did you Google them to learn
about hobbies, schools attended, past jobs, relationship status etc.? Learn
about them and use that information to help you befriend them on some level.
The
road to media success comes paved with many speed bumps. Take the time to research who you are
pitching, try their clothes on, and assume their mindset. Once you understand where they are coming
from you can journey forward with them.
Please Click On The Best Out Of 2,100 Posts
2016 Book Marketing & Book Publicity Toolkit
2015 Book Marketing & PR Toolkit
2014 Book Marketing & PR Toolkit
Book Marketing & Book PR Toolkit: 2013
Brian Feinblum’s views, opinions, and ideas expressed in this blog
are his alone and not that of his employer. You can follow him on Twitter
@theprexpert and email him at brianfeinblum@gmail.com. He feels more
important when discussed in the third-person. This is copyrighted by
BookMarketingBuzzBlog 2016 ©.
Named one of the best book marketing blogs by Book Baby
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.