Archive for the ‘Pitching’ Category

The role of research in media relations

In PR, it is always best to have the facts on your side. From pitching a new client to building a strategic communications plan to finding the right media pitch targets, research plays a critical supporting role in helping you to make smart, informed recommendations.

There are various types of research involved in PR: primary research, which can be focus groups, phone interviews, online surveys; and secondary research, which includes market and industry research, news tracking, competitive analysis, media and analyst audits, and media/social media analysis and more. Each of these tools c...
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Mar 31

5 Tips for Building Relationships with Media

I think it’s fair to say that at some point in everyone’s public relations career, they’ve employed some form of the “spray and pray” pitching method. Shooting a press release or pitch out to everyone on a media list to see who bites can work on occasion, but a much more strategic and long-lasting approach is to create relationships with reporters.

I'm lovingly known around the office as the “media stalker.” Don’t worry, I haven’t crossed any lines, but it’s hard to be ignored when you feel that you have crafted the perfect pitch to the perfect reporter. So, when ema...
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Mar 17

Tips for Breakthrough PR Writing

The importance of writing well cannot be emphasized enough in public relations. For PR Pros, writing is a core competency that is a part of everything that we do – whether that’s a press release, a pitch, a blog post, or just an email to a client. Not only is your work being judged by those paying your salary, but your peers and clients also form impressions about you based on how well you communicate. How we write is a key part of our personal brand.

In listening to a recent PRWeek webinar, titled, “Tips for Breakthrough PR Writing,” I got some critical reminders about the impor...
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Jan 28

Measuring PR Efforts in 2014: Why Counting Hits Means Nothing.

Measuring a PR program can be difficult.

How and what you measure can vary based on the goals of your program and who your audience is.

I recently attended a measurement conference held by Cision and Vocus in New York that discussed this topic. The room was full of PR professionals from all industries and company sizes. Everyone was in agreement that ad equivalency is “dead,” and that there needs to be a better way to measure the impact of PR.

The push back on ad equivalency and the ineffectiveness of this comparison was based on the fact that an earned editorial ...
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Oct 16

This Is How You Pitch: Being a Rockstar in Your First Year of PR

It is no secret that the world of PR is a tough one, and the first year on the job is one of the most difficult. For most, the first year is dedicated to learning the core skill of the PR business – pitching! Crafting the right email, making the right phone call to the right person, having the right conversation, and securing top-tier coverage is not always an easy task.

As I prepare to enter my second year at Zer0 to 5ive, a colleague suggested that I read the book, This Is How You Pitch: How To Kick Ass In Your First Years of PR, by Ed Zitron. As the title reveals, this bo...
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Oct 08

How to Build Buzz When the News Well Has Run Dry

We’ve all been there. Those times when we wait and hope that our clients will bring us new, juicy fodder: a product launch, an event, or some big partnership that will get the phones (or more likely, our email) buzzing with interest from the media.

But we are only kidding ourselves, because those days are over! As PR professionals, we can’t afford to wait for our clients to bring us news. Our job is to build buzz constantly, even when the news well is dry!

At Zer0 to 5ive, we have become masters at this much-needed and desired skill. Listed below are a few tips we use...
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Apr 21

Top Five Media Pitching Tips

One of PR’s most frequently asked questions is, “What is the ‘best’ way to pitch the media?” And while everyone has their own opinion as to what works best, I’ve compiled a list of the top five tips that have worked for me and led to great coverage.

1. Know Your Audience It has been repeated by media of all kinds, from bloggers to high profile editors at The New York Times, that their biggest pet peeve is getting a cookie cutter pitch – one that sometimes that has nothing to do with what they write about. If you’ve been dying to be in a certain publication or co...
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Oct 31

The Anatomy of a Successful Pitch

When someone asks me for advice on pitching reporters, I always think back to an article by Business Insider’s Alyson Shontell outlining some best practices of pitching via e-mail. Back when it was first published, I immediately thought it should be mandatory reading for PR people so I saved it in my files to re-read again (and again). I still find the information to be of value, so I thought I’d share some of my key take-aways.

Start off with a bang: Unless you have a rapport with the reporter, your email title and first sentence are the two most important parts of you...
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Apr 18

Zer0 to 5ive’s Campaign with OraSure and “Magic” Johnson Recognized in PRWeek

Meghan Sinclair/CONAN

The last few months have been a busy time at Zer0 to 5ive as the team prepared for the launch of the “Make Knowing Your Thing Today” campaign on March 25th. The campaign was an integrated marketing program for the OraQuick® in-home HIV test and included Earvin “Magic” Johnson as the spokesman for the campaign. From a TV and radio tour to a multi-channel advertising effort, the Zer0 to 5ive, OraSure and Ferrara & Co. teams worked together to drive awareness of the OraQuick test and of the need for people to know their HIV status. Goin...
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Mar 28

Talking Technology, Startups & Entrepreneurs at the Publicity Club of New York

I recently attended a networking luncheon event at the Publicity Club of New York, the oldest ongoing organization for public relations professionals in the country. The topic? Technology, Startups & Entrepreneurs. I was interested to learn how the reporters on the panel like to be approached by folks like us (be polite and friendly!) and was able to gain some valuable tips that will aid in future pitching. The event was hosted by Peter Himler and featured an exciting panel of tech journalists from publications including Business Insider, Mashable, VentureBeat, and GigaOM. The packed roo...
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Feb 15