A couple of days ago, I received a reply from a journalist whom I follow and admire. She wrote, “How nice to get a personally addressed email. Thank you for this. I will find a little space for it [my client’s story].” I was pitching a story that I thought her audience would love, but it is beyond my control whether she would write it or not.
In my email, I commented on her publication and her reporting, and how they had helped me keep track of the industry development. My time spent on research paid off well. It’s my belief that respect is mutual. If I want a reporter to write the story I pitch, the reporter deserves my time to read what they write.
Here is my standard practice: before I engage with a new client, I always spend a couple of days researching the media and journalists who write about the market my clients are in. I investigate what the medium covers, what it has published over the past six months or longer, what its audience cares about, its editorial schedule, and imagine how my client’s stories will fit into that medium.
When it comes to pitching, although I can get on a media database and send bulk emails, I still prefer writing 1-on-1 emails to each journalist whom I pitch to. I always include a personal note of our previous engagements, or comment on what they had written recently, how it helped me understand the industry and keep me informed about the newest market development.
I personalize each email, the beginning paragraph, and story content depending on our previous encounters. Yes, it takes time to personalize each email, but the hard work pays off quite well. Plus, I want to show my respect for the journalist’s time. I want to show that I care about their reporting.
Building a long-term relationship is the secret behind a successful earned media strategy. Sometimes it took me several months of continuous work before a reporter would take on our story, so patience is part of the game. The journalists also need time to learn about my clients, see their credibility, and understand how they are making a difference in that industry.
Through these practices, I have helped my clients to become thought leaders and authorities in their niche markets.
