pitching the media in the digital age (alexis grant)
DESCRIPTION
A teleconference for Career Directors International -- About how to write email pitches editors will actually read. Want more from me? http://alexisgrant.com/newsletterTRANSCRIPT
Pitching the Media
in the Digital Age
Alexis GrantEntrepreneurial writer
& digital strategist
alexisgrant.com@alexisgrant
What You’ll Learn Today
Why the press release is so 1990 and what you should do instead
Why social media has changed the pitch game and how you can use that to your advantage
Tips for getting journalists and bloggers to actually read and accept your pitches
alexisgrant.com
My Experience with Pitches
Full-time journalist for six years Houston Chronicle U.S. News & World Report
Continue to freelance = pitch both pubs and blogs
Review pitches as editor of Brazen Careerist’s blog, Brazen Life
alexisgrant.com
A Lousy Pitch (pun intended)
A pitch about lice = SERIOUSLY?!
In a Struggling Economy,
One Industry is Growing –
and It’s a Lousy One
Why I Delete Most Pitches
Not addressed to me Too long and not to the point Does not tell me why this should
matter to my readers Not even about the topic I write
about (aka the lice pitch)
alexisgrant.com
How to Write an Effective Email Pitch
That People Will Actually Read
Because that’s the whole POINT, right?
alexisgrant.com
Coming up…4 Essential Tips
Who You Want to Reach
Top-notch publications… but no longer JUST pubs
Blogs Niche websites Organizations that send
newsletters Anyone who has online reach
alexisgrant.com
Tip #1: Personalize Your Pitch Drop the Big Bomb approach and use
smart targeting instead Find out WHO the right person is to
approach Read about them on their website,
LinkedIn, Twitter Seek out the right email address for that
specific person Write a personalized email alexisgrant.com
How to Find the Right Email
1. Ask people you know2. Online sleuthing
Website, LinkedIn, Twitter, Facebook, Google
Find the formula for their company – i.e. [email protected]
3. Niche resources like MediaBistro’s How to Pitch (even if they cost you)alexisgrant.com
Tip #2: Offer Real Value
Don’t just tell me what you’re pitching – tell me WHY I should care Make your pitch about my readers, not
about YOU How will this benefit my audience? Find a newsy angle
And not one that’s newsy to YOU, one that’s newsy to my readersalexisgrant.com
Tip #3: Be Short & Informal
3-6 sentences (before release) Not just to keep my attention, but
also to show you respect my time Put news FIRST Keep it simple
Layman’s terms Too long = DELETE!
alexisgrant.com
What about a Press Release?
Why is it so 1990? It’s not personalized It’s about you, not me It’s too long
Solution: Add it at the bottom of your email if you must include it
alexisgrant.com
Tip #4: Form Relationships Online
Relationships rule in the digital age, perhaps even more than before.
It’s easier than ever before to connect with people who will help you reach your goals.
Social media is your foot in the door. Take advantage of it! alexisgrant.com
More Work = More Reward
Find the right person + their email Connect with them online Think of the right angle Write a personalized pitch
= More work than the Big Bomb approach… But more responses, too.
alexisgrant.com
Great Example #1Hi XXX,
I am sure you get pitched on guest posts on a daily basis so I’ll keep this short. I am a long time reader of your blog and have been meaning to contribute – but I held back because I didn’t have a great idea that I think you’ll love.
Well, now I do. I stumbled upon an interesting topic on 5 Problems Turned Into
Solutions: How To Make Career Setbacks Work For You. Would you be interested in a guest post about the topic?
And if you need it, here is a sample of my writing: [link here]
I look forward to your reply and I can't wait to get started! Cheers,XXX PS: I read your article entitled, “Hey, Have You Seen This? Job Applicant Explains
How He Got a Job He Wasn’t Qualified For” and it was really encouraging. Hard work really is the key to success.
Shows he reads my blog ----
Anticipates what I want----
Keeps it short & respects my time ----
Great Example #2Hi Alexis!
I'm XXX from The Do-It-Yourself Degree. My website teaches students how to earn a bachelor's degree in 1 year by taking exams instead of classes. Exams cost $80-$200 apiece, versus $3,000+ for a class. Total cost of graduation: around $5,000. Essentially, you can "test out" of your degree (while still earning the credential) and jump-start your career with zero debt.
I'd love to write a concise overview of the process for Brazen Life's readers. Degree-by-examination is the ultimate education hack, but I can tell you (based on many conversations with students) that most people have never heard of it!
Let me know if you're interested, and I'll send over a draft for review.
Cheers!
- XXX
PS: I wrote a guest post for I Will Teach You To Be Rich last month that became a pretty big hit. Check it out!
Gives himself social credibility ----
Shows why it’s unique ----
Explains his mission concisely ----
Want More?
If you like my approach, a few ways to get more from me:
My FREE newsletter: http://alexisgrant.com/newsletter
My guides & courses (includes #MYOL): http://alexisgrant.com/store
Work with me: http://alexisgrant.com/socialexis
Questions?
alexisgrant.com
alexisgrant.com