I’ll never forget the moment when I got an email from an editor at Vibe Magazine telling me that I landed my client an interview!
I was sooo excited! I couldn’t believe it! I had just opened my firm a few weeks before and was nervous about pitching this client , (who I considered to be MAJOR at the time), because I didn’t have any media connections on the top tier national level.
And what’s a publicists with no media connections? Not a publicist at all, right?
The bottom line is this: We all have to start from somewhere! Don’t allow yourself to get discouraged because you don’t have established relationships with the media, YET!
Here are 6 Steps To Garnering Press With A New Media Contact
Be Intentional-Research their most recent articles. Is what you want to pitch a fit? Does it seem like something they would be interested in covering? Follow them on social media. Make sure you know the publication that they currently write for and the beat that they are covering (If you don’t know what a beat is, I suggest you Google it, ASAP!).
Check With Your PR Bestie- Before hitting send on that initial email/pitch, check with your PR bestie. Perhaps they already have a contact for that editor or outlet and can send an introduction on your behalf. This is why collaborations and connecting with other publicists are key. You never know how you can help each other
Introduce Yourself Via Email- If your bestie doesn’t know the contact personally, be the amazingly proactive publicist that you are and reach out directly via email. Let them know who you are, what you do and the clients you represent that you feel would be a fit for upcoming stories, etc. Ask them what they are currently working on, compliment them on the latest article.
Send A Soft Pitch- Don’t bombard them with media kits, press releases, etc. Send a short and sweet email, no more than 5 sentences about your client and ask if they would like to receive more information.
Follow Up- When pitching to the media, following up is key, especially when you are trying to build a relationship with a new contact. They may not respond the first time because they don’t recognize the email addy, are on deadline or uninterested in covering at the moment.
Show Up And Show Out- When you finally get that email stating that they want to cover/set up an interview, be sure to thank them for their time, send over all materials, talking points, etc. Once the interview takes place, make sure you and your client are on time, polite and have a great energy. After sending everything over, thank them again and follow up for the press clipping/link