Andrew Petro’s Post

PR pros often misinterpret what "personalize/customize a pitch" means for journalists. Sure, it's nice if you spell my name right (two Ls, people! As God intended) and compliment my LinkedIn presence. But at the end of the day, the customization that gets you ink is knowing what that particular journalist needs to do their job. What they cover, what their audience values. Everything else is just a niceity.

Well put. We regularly tell clients that journalists have to put out 2-3 articles a day. Helping them do that - helping them earn their paycheck - is the key to success. And the only way to help them earn the paycheck is to customize a pitch with the Three Ts: The right TOPIC At the right TIME From someone with the right TITLE

"Can you call in a favor?" This is an actual question I got from a client. The short answer is no. All a relationship can do is guarantee a response. And to be honest, I would never ask a reporter to do me a favor. A relationship with a reporter should not be transactional. What I would ask them? ✔️ What they thought of my pitch idea ✔️ Why they weren't interested ✔️ What they're working on instead PR about providing value on both sides. Even the strongest relationships in PR cannot override the editorial decisions or current news agenda. #MediaRelations #PublicRelations #TechPR #PRAgency #Communications

Your Press Release Isn't About You: A Wake-Up Call for PRs Are you wondering why the media isn't biting on your latest pitch? Here's a harsh truth: They don't care about your organisation. They care about their audience. As a journalist, I deleted most press releases for this very reason. Too often, I see companies and PR teams falling into the same trap: - Focusing on what they want to say - Overlooking what's actually newsworthy - Forgetting to consider the media's perspective Remember: In media relations, YOU are the seller. The journalist is the buyer. And their currency? Engaging stories their audience will devour. Want better results? Stop talking about yourself and start thinking like a journalist. What's the real story? Why should their readers care? It's time to shift your mindset. Are you ready to make that change? #PRTips #MediaRelations #CommunicationStrategy

I used to send mass email pitches. We’re talking up to 1,500 reporters in a list and just, as the saying goes, “spray and pray” for coverage. To every journalist that fell victim to those emails, I AM SO SORRY. I thought I was speeding the process up to get wins for my clients, casting a very wide net with the idea that someone has to be caught. Instead, I was just being lazy and needlessly forcing journalists to sift through the countless emails they receive that have nothing to do with their coverage area, with my pitch now added to that pile. It was just not the way to do the job. As PR pros, we have to focus on doing the work that not only helps us, but journalists as well. Do your research. Read what journalists are writing. Personalize your pitches. Get straight to the point with your pitch and ALWAYS add value. And honestly, do not be annoying. Don’t constantly follow up. It’s not a good look. The best way to cultivate a great relationship with a reporter is to make their jobs as easy as possible. I yield the floor. #PR #journalism #mediarelations #publicrelations

LEAKED! 👻 Getting Ghosted by Journalists? Here’s Why It Happens We’ve all been there—crafting what feels like the perfect pitch, hitting send, and then... radio silence. So why do journalists ghost you? Here are some of the most common reasons: 1️⃣ Your Pitch Wasn’t Relevant Journalists get hundreds of emails daily. If your pitch doesn’t align with their beat or audience, it’s likely to be ignored. 2️⃣ It’s Not Newsworthy Pitches that lack a unique angle, timely hook, or compelling story won’t stand out. 3️⃣ Poor Timing Your email may get buried if you pitch during a breaking news cycle or close to their deadline. 4️⃣ Your Subject Line Missed the Mark They may not open the email if the subject line isn’t intriguing or straightforward. 5️⃣ They Don’t Have Time Journalists are busy and often juggling multiple stories. Sometimes, it’s not about you—it’s about their workload. 💡 How to Fix It: Research the journalist’s beat and recent work to tailor your pitch. Make it clear why your story is newsworthy now. Craft a concise, compelling subject line that grabs attention. Follow up—politely! Sometimes, a gentle nudge is all it takes. Have you ever been ghosted by a journalist? Let’s discuss how you turned it around in the comments! Hit the #FOLLOW or #REPOST button if you find this helpful. #PublicRelations #MediaRelations #PRTips #Storytelling

#PR Diaries, Episode 1: The Fed Up Journalist PR Person: Hi, I'm [Name] from [Organization], following up on the email I sent earlier... Journalist: You just emailed me 15 minutes ago. What's with the constant follow-ups? Do you think we're just waiting around for your calls? PR Person (irritated): I apologize, I just... *Disconnected* As a PR #professional, I understand the juggling act of #clientmanagement, #contentcreation, and #mediaoutreach. The patience one requires for #organicPR is both exhausting and challenging. However, cold calling like this won't yield results. It's crucial to conduct research before reaching out to #journalists to avoid coming across as a random sales call. Before seeking coverage for a client, it's important to empathize with journalists' perspectives. #Building alliances with journalists who share similar interests and experience can provide valuable insights and mentorship. Regularly #engaging with journalists and understanding their preferences can help make pitches effectively. When approaching journalists, focus on building a long-term relationship rather than seeking immediate #coverage. Providing value and demonstrating reliability over time can lead to more meaningful #mediapartnerships. #linkedingrowth #marketing #communications

➡ Building Strong Journalist Relationships: What Not to Do 1. Being Inconsiderate of Their Time: Journalists are often on tight deadlines. Bombarding them with calls or emails without regard to their schedule can be a major turn-off. Always ask if it’s a good time to talk and keep your communications concise. 2. Sending Irrelevant Pitches: Nothing frustrates a journalist more than receiving pitches that don’t align with their beat or interests. Do your homework and tailor your pitches to their specific focus areas. 3. Lack of Transparency: Trying to spin a story without providing all the facts or being misleading can damage your credibility. Journalists value honesty and straightforwardness. 4. Ignoring Feedback: If a journalist provides feedback on why they’re not interested in a story, listen and learn. Ignoring their input or repeating the same mistakes will only strain the relationship. 5. Failing to Build a Genuine Connection: Relationships are built on trust and mutual respect. Don’t only reach out when you need something. Take the time to engage with their work and show genuine interest. Remember, success in PR relies on client and media relations as much as they rely on great story ideas! #PRTips #JournalistRelations #MediaRelations

PR people, stop pitching to every medium, hoping to get lucky. That's not the way! It's a pitch, not a 'bulk SMS' or a 'mass email'. How to go about it? Be deliberate. Be strategic. 1. Select specific platforms and journalists relevant to your campaign. 2. Personalise your pitch. Speak to the journalist directly. Address them by their name. 3. Focus on the journalist and their medium. Don't make the pitch about you and your brand. Show interest in the journalist's work. 4. Dwell on the impact of the story. Highlight how it will be of value to the journalist and the medium. 5. Attach all relevant documents on the subject. Facts, figures, testimonials, case studies, etc. 6. Let the journalist know you're willing to facilitate an interview with a spokesperson and available to provide more details. As you do these, be concise. Journalists are very busy people. Always trying to meet deadlines. #mediarelations 101- part 4 #journalism #reputationmanagement #publicrelations #media #communications

Relationships matter...a tiny bit. A substantive story matters more. That's why Proven Media Solutions' strategy starts with the Three Ts: The right TOPIC At the right TIME From someone with the right TITLE #PR #Stories #Media