Despite being released in 2013, one book that remains at the top of our reading list is “Contagious: Why Things Catch On” by Jonah Berger, a New York Times bestseller that highlights the value of word-of-mouth marketing. The book unpacks the dynamics of virality and how brands can achieve it – and the take-aways are perhaps even more relevant in 2024 than they were in 2013. Today, public opinion around a brand can spread like wildfire across multiple online platforms, instantly elevating or completely derailing its reputation. In fact, social media has become a cornerstone of modern marketing – Insider Intelligence projects Instagram influencer marketing spend to surpass $2 billion this year. TikTok is also estimated to cross the $1 billion threshold.
Berger organizes his book into 6 “STEPPS,” an acronym for Social Currency, Triggers, Emotion, Public, Practical Value, and Stories – all factors that he credits with making content “contagious” or likely to be spread, talked about, and shared through word-of-mouth marketing.
Social Currency
Why do we choose to spend hard-earned money on a product or service? More often than not, we are seeking to gain social currency, which we can then use to achieve desired perceptions from the people around us. If brands can give consumers a way to look superior while promoting their product, the consumer will often do it without thinking.
According to Berger, social currency can be broken down into three areas:
Find inner remarkability: Sharing something interesting, entertaining, or novel will be desirable to a consumer because it will in turn make them feel that they are being perceived by others as interesting, entertaining, or novel. Berger provides an example of Barclay Prime Steakhouse in Philadelphia, which at opening, offered a $100 cheesesteak. The concept was so original and novel it instigated word-of-mouth communication and allowed the new restaurant to become a major success.
Leverage game mechanics: If a customer’s experience with a brand is gamified, it is far more likely to be talked about in their daily lives. Think of the public’s recent obsession with collecting all available colors of Stanley cups or Lululemon products. If the consumer feels they are winning a game, they are more likely to talk about the product or perhaps post about it on social media.
Make people feel like insiders: It’s human nature to want to feel special. Creating a dynamic where the consumer might feel they have an “inside scoop” will prompt them to speak more frequently about a product or service in their daily lives.
Triggers
Triggers refer to the things we see in our daily lives that immediately make us think of a brand. As an example of the effectiveness of triggers, Berger cites a happy accident that occurred in 1997, when the candy company Mars noticed an unexpected increase in sales. Coincidentally, NASA had launched its Pathfinder mission to Mars (the planet) that year, meaning the daily news was constantly triggering consumers to think and talk about Mars candy bars.
If this trigger had created such accidental success for Mars, imagine the potential of triggers when they are intentionally planted by brands. As Berger states, “top of mind, tip of tongue.” Social currency seems to be the area that gets people talking, but triggers are what KEEP them talking.
Emotion
When we care, we share.
In advertising it becomes useful to elicit some type of emotion, whether that be shock and surprise, anxiety and anger, or nostalgia and compassion. All emotions in this case can be useful, even the negative ones. Ultimately, emotions are what drive action.
Public
This area refers to visibility and observability, as well as the human condition of imitation. Making products that are inherently visible to the public means creating products that advertise themselves. As Berger summarizes it: “built to show, built to grow.”
Take the example of Apple computers, which originally were designed to have the Apple logo facing the laptop’s user. Steve Jobs insisted on reversing the logo to face outward for one reason, observability. The Apple team realized that when people see someone else doing something, they are more likely to do it themselves – we are, at heart, imitators.
Practical Value
A promotional offer that seems surprising or surpasses expectations is far more likely to be shared among consumers. This tactic involves framing promotions and projecting scarcity or exclusivity. Berger claims that of all 6 STEPPS, this is the easiest to implement.
Stories
According to Berger, casual stories can often act as Trojan Horses in the world of marketing. Good customer service is better than any advertisement money can buy. In the age of social media, this area seems to become increasingly more relevant as brands constantly go viral for “story times,” both good and bad, posted by consumers on platforms like TikTok.
“Information travels under the guise of idle conversation.”
Give Contagious a read – it’s still great more than a decade later. If you’re interested in accelerating and expanding the online presence of your brand, 0to5 can help! Contact us today.
By Sydney Stressman
Sending mass pitches gets some flack from reporters – and rightfully so. If not done correctly, sending mass pitches can come across as though the PR person behind the pitch didn’t do their research. As a PR professional, I find that when done the right way, mass pitching can be highly valuable. We should always send our pitches to a strategic list of reporters and publications who would find the information helpful and potentially write about the news or topic. For instance, if your edtech client is releasing new research, make sure you’re sending the pitch to education reporters, specifically those who cover research and data.
Personalized pitching has grown to become the preferred method by journalists. Still, everyone in PR knows there is a time and place for this pitching, especially since it can be very time-consuming. But, the effort tends to result in significant, in-depth coverage for the client and new or deeper relationships between reporters and PR pros.
Personalized Pitching: The Preferred Method by Reporters
Personalized pitching is when a pitch is created with a specific reporter in mind. It can be highly valuable as the reporter often prefers this method, considering the PR pro took time to research what the reporter often writes about. This tactic typically results in more responses because the reporters can tell the PR rep put time and effort into the pitch.
This type of pitching is typically used for embargoed or exclusive opportunities. An embargo is when one or more (but usually less than 10) reporters are given a heads up on an upcoming announcement and early access to deliverables, such as a press release, infographic, research report, etc. before it’s available to the public. Reporters are often fond of this type of outreach, considering they can ‘break the news’ before anyone else.
It is essential to spend some time learning about the reporter. Find out if they have any similar hobbies that can help jumpstart the conversation. For example: “Hi Stephanie, I saw your recent tweet that you are a Taylor Swift fan! Have you had any luck getting tickets to her upcoming tour? Fingers crossed! Anyway, I wanted to see if you’re interested in learning more about my client’s recent research on…” While this may seem like a casual start to the conversation, it humanizes you to reporters and lets them know that you know about them and have things in common.
Personalized pitching can also be an excellent tactic for relationship-building with key reporters. Another example: “Hi Mike, I wanted to check in with you as you have expressed interest in my client’s previous product announcement. Would you be interested in a 15-minute call with our Head of Product to show you the new features that will launch this summer? It would be an exclusive opportunity just for you.” This shows that you pay attention and keep tabs on prior conversations but value them and want to provide exclusive information to them.
Ultimately, personalized pitching results in quality coverage in your top publications and great connections with reporters. A win-win for you and your client!
Strategy is Key When It Comes To Mass Pitching
Mass pitching is often scrutinized as this method can be poorly executed and cause frustration from reporters. When it comes to mass pitching – there are two types: careless mass pitching and strategic mass pitching. Careless mass pitching is when a pitch is sent to a broad list of reporters without researching what the reporters write about or if they’re still at the publication. Usually, this frustrates reporters because it is clear that the PR rep didn’t give much thought to the pitch and its recipients. Once in a while, this type of pitching can result in coverage, but I wouldn’t count on it.
On the other hand, strategic mass pitching can be extremely useful as it allows PR pros to effectively send important, timely information to reporters. When done correctly, the PR rep will have selected a list of reporters who they are confident will find this information helpful and potentially want to interview the client. Reporters will still receive information relevant to their beat and likely appreciate being included on the email list.
Most importantly, strategic mass pitches need to be concise. While correspondence to a reporter should be to the point, this is especially true for strategic mass pitching. As PR pros, we are often told that reporters prefer the info they need upfront. Think about: Why is this important? Why should the reporter care? These emails usually aren’t the time or place to try and make a personal connection with the reporter. It is likely that you already have a relationship with the reporter, and they are expecting upcoming news on your client from you.
Ultimately, it is important to consider the pros and cons of personalized and mass pitching. Both have a time and place and, when used appropriately, can have great success.
By Annmarie Ely
Podcasts are a popular form of news and entertainment, and they are growing in popularity. According to PR Daily, in 2022, “62% of U.S. consumers listened to podcasts, up from 57% the previous year.” Being a podcast guest can be a great way to reach a specific target audience. Being on a podcast can also help add to the variety of ways you’re sharing your clients’ stories and thought leadership.
Below are five key tips to keep in mind when working with podcasts.
1. Research Podcasts to Find a Great Fit Before Reaching Out
You can find podcasts in a number of places. One great place to look is your existing media list. Explore websites from your current media list to see if any of the media outlets have podcasts. You can also find podcasts through trade shows, media databases, and roundup articles, such as, “13 Educator-Approved Podcasts to Listen to This Year,” published by Edutopia. Asking people what podcasts they like to listen to can also help you discover new shows in a target industry. Before reaching out, research the show, past guests, and what topics the podcast covers. You can often find highly-targeted shows which can provide tremendous exposure to a prospective audience. Get a feel for what the host talks about and make sure your client is a good fit for the show.
2. Share Concise, Scannable Information About the Potential Guest
When reaching out, share who the guest is, the topic they can discuss, and what qualifies them as an expert on the subject. It can be helpful to include a short bio, links to social media accounts like LinkedIn and Twitter, and examples of audio interviews if they’re relevant. For hosts and producers, it can be useful to hear audio of previous interviews with a guest ahead of time.
3. Prepare for the Interview: Consider Where it Will Be Recorded and What Your Client Will Need
Before the interview, consider how your client will get their message across and the types of content that may be used. Episodes can vary in length from shorter shows to long in-depth conversations. Find out how long the episodes will be and plan talking points with the length of the show in mind. Also, find out what types of content will be pulled from the interview. For example, will video or screenshots from the interview be used on social media to promote the show? Once you’re ready with talking points, remind your client to have an area for recording that is quiet, has a stable internet connection, and doesn’t have an echo. Check to see if the host prefers that guests use a headset or mic if recording remotely.
4. Remember that Podcast Hosts May Be Balancing Other Roles
Depending on the size of the show, the host may also be balancing other roles. Hosts also often book guests, edit the episodes, or create other forms of content for a media outlet. Keep this in mind when working with a podcast. According to Muck Rack’s State of Journalism 2022 report, “most journalists surveyed create content in at least one medium in addition to their primary medium. Online (38%), print (25%), newsletter (17%), and podcast (15%) were the top additional mediums.”
Try to plan well in advance and be accommodating of any scheduling needs. Consider the topic, how often the show comes out, and the time needed to produce the episode. Choosing a topic that will be newsworthy for a longer time can be helpful for a podcast.
5. Share the Episode with Your Network and Encourage your Client to Share the Episode on Social Media
After the episode comes out, don’t forget to share it! A podcast episode can be shared internally with your team, utilized by sales during outreach, and on your website and social media. Make sure to share and promote the episode widely once it comes out.
Podcasts are popular with today’s consumers and can be a great way to reach a targeted audience of people who are interested in a specific topic. When working with podcasts, it’s important to do your research before reaching out. Share concise, easily scannable information about the potential guest and how they’ll add value to the show. Before the interview, find out how long the show will be, what content will be used, and what you’ll need for the recording. After your client has been a guest on a show, be sure to share the episode on social media and other channels!
By Patrick Reilly
We’ve all been there. The client has no upcoming announcements and the proactive pitches just aren’t hitting the mark. That doesn’t necessarily mean the pitch angles aren’t ideal or that the topics aren’t of interest, but as public relations professionals, we are in a results-oriented industry where it’s our job to deliver media opportunities and coverage.
In this scenario, the best option would be some good, old-fashioned rapid response pitching. For those unfamiliar with the term, rapid response pitching entails some due diligence in searching the internet to find relevant media coverage that aligns with your client’s industry or a particular pitch angle and, well, responding to them rapidly. This practice is a great way to build media lists and create new relationships while securing interviews and coverage. Here are a few tips to get the best results from your rapid response pitch:
Track Your Client’s Keywords
This can be achieved by using services like Google Alerts or Talkwater, where you set up alerts for keywords that are relevant to your clients. For example, if your client is focused on “Cloud Cost Management,” you should include everything that is related to this topic, which may include a broader term like “Cloud Computing” to something more niche like “Cloud Cost Optimization” or “Collaborative Cost Management.” Major players in this industry should also be included, such as “AWS” or “Azure” in this example, to see who is writing about these organizations.
You should also include your client’s top competitors in your search. These might actually end up being the “low-hanging fruit” in terms of getting interest from reporters. Rapid response presents an opportunity to reach out to editors and explain what your client is doing and how they are better, different, or deserve inclusion in future story ideas. In addition, you should also customize all of your alerts to get notified as soon as they happen – this way, you’re one of the first to get the hot news stories.
Check Media Alerts Often
PR professionals should start the workday by checking their media alerts and repeat the process throughout the day. While scanning keywords for proactive pitching, you can identify whether the article is a good fit, as you will quickly find that a good portion of articles that come through are not relevant or come from small outlets outside of your client’s target geographies.
If you find a great article from a desirable outlet, you then move on to the next step (see below for how to go get ‘em). Another avenue to consider is a simple Google Search on related topics and see what the media is writing about in the last month that might be worth some outreach.
Go Get ‘Em!
Ok, you identified a perfect article – so, now it’s actually time to respond. The subject line I like to use is a simple “In response to your recent article in the Wall Street Journal” or something more broad and ambiguous that is more likely to grab a reporters attention. They are getting hundreds of pitches a day, so a subject line that is not too specific might encourage them to open the email – especially when you are talking about something they already wrote. The best way to start an email is to politely touch the reporter or editor with a simple lede that starts off something like the example below:
Hi xx,
My name is Patrick Reilly and I help conduct the PR efforts for “Clients Name.” I notice that you recently wrote the article entitled “XYZ,” and I’d love to connect you with “Spokespersons name”, “Title” of “Clients Name” – “Clients Key Message” to talk about “pitch angle.”
After your intro, customize the rest of the pitch to fit the angle and make it more personal. Sometimes the article might follow exactly along the lines of the angle you are pitching, and the reporters might not be that interested in speaking to your client since they just wrote about that topic. In this situation, it is still a good idea to reach out, as the reporter might have a follow up story or want to keep your client on radar for any related stories they’re working on. With pitching, the worst answer you can get is “no” – but you can move on and find another article of relevance to rapid respond to.
Responding to Rapid Response
I think this might be the most overlooked part of rapidly responding to the media – forgetting to follow up with the initial email. It is a good idea to respond directly to the email you originally sent, which gives you a ‘second chance’ to send another broad and ambiguous subject line that references what the reporter already wrote. For example, the response email can look like the example below:
Hi xx,
Just bumping this email to the top of your inbox!
Let me know if you can set up a future call with “Spokesperson name” “title”, of “Companies Name” to discuss “relevant pitch angle” for a story idea. Let me know what time/date works best to schedule a call.
Let me know if you also might be working on future related stories where you can use “spokesperson’s name” as a source.
Thanks!
XX
I wouldn’t follow up more than once on a rapid response via email – but you can also call the reporter on the phone to follow up with a similar message. Since the first note is a rapid response, the follow up is more of a courtesy reminder, after that – you are just annoying the reporters.
Timing – How Soon Is Now?
The ultimate idea of rapid response pitching is exactly that – responding right when a news article is fresh. However, since we are not robots and because systems like Google Alerts are not always reliable, it’s not always possible to get to every relevant story immediately. Ideally, rapid responding to articles should be within a few hours to days after they run – but it’s ok to reach out as far as three months after the story has ran. This also depends on the angle you’re pitching and the story itself of course. If the original article is a feature on “sustainability in cloud management,” you have more time to respond. However, if it’s a major announcement from a company, I think two weeks might be the most time you have before it’s considered ‘old news.’
Rapid response pitching is a fantastic way to create new and strong media relationships, build media lists for reporters that might not be listed on Cision or other media monitoring platforms, and above all, get a new interview in a desirable outlet that will hopefully turn into coverage.