Pitch what, how often, to who?
Vintage Juice approaches PR strategically. We don’t believe in investing in a huge database, writing a long press release, submitting it to all and crossing our fingers hoping that something we throw up against the wall sticks and gets you some press.
PR is about relationships. It is also about getting to know what reporters/writers/bloggers value and how they like to receive information. Most importantly, it is about pitching when you have something of worth to pitch.
What is of worth to pitch? The litmus test is this: if you are watching or listening to your favorite broadcast station, or reading your favorite print or online publication, what would stand out to you? What would get your attention, what would you enjoy reading? Often it is something unusual, something that will pull on your heartstrings, make you mad or make you happy.
More often than not a prospective client will ask us to pitch a promotion they are having, or get some press for a donation they made. In today’s world, it is very hard to get press on either. We work with clients to develop offerings that are distinct and press worthy. Only then do we pitch the reporter (yes, sometimes it is just one reporter or writer we pitch) that would more than likely be thrilled to write about the offering. It takes a distinct offering, creativity and a strategic PR partner with good relationships to get “ink”.