Measure Twice, PITCH Once

If you represent clients in the enterprise software, outsourcing, cloud computing, and sustainability spaces (and just about everything else in between), chances are you've read and even pitched Vinnie Mirchandani. Vinnie is the founder of Deal Architect and writer of the also named blog as well as a blog on innovation - New Florence. New Renaissance. Always a good read.

What is also a good read is his recent friendly reminder to PR to "measure twice, cut once" when it comes to pitching. Given his influence in tech circles and coverage areas, I can't imagine how many releases, white papers, Webex invites, pitches, trade show meeting requests, etc. he receives on a daily basis.

In past experience, Vinnie is always approachable and always friendly - he's simply asking us to keep it on topic and relevant. Remember - it is not the media's job (or blogger, in this case) to promote our clients. His/Her job is to tell a story to inform while driving reader interest (hopefully including your client, but that's up to you to make happen with an effective pitch).

We've all made careless mistakes and been dinged (rightfully so). It happens. Acknowledge it. Learn from it. Never do it again. Unfortunately for Vinnie, there are those that haven't learned which is giving reputable firms like mine a bad name.

Seeing as it's summer (school), thought we could all use a quick refresher, if not, a reminder on things to keep in mind before hitting send or picking up the phone.This is by no means an exhaustive, exclusive detailed, or scientific list, of course. They just came to mind so feel free to augment.

• Read (or watch or listen) - how does the journalist write (or shoot or record), what key elements does he/she always include, overly cynical or not so much, etc.
• Research - did the journalist already cover your idea (in some, way, shape, or form), can you tie a former piece to your idea, does he/she link to specific types of media, is there a certain section of the outlet or type of show that suits your pitch, etc.
• Repeat - do the above again and again until you know the journalist and outlet
• Envision your headline and lede
• Gather all the assets to include in the pitch - sources, images, competitor's views, quotes, Wikipedia entries, etc.
• Write the email pitch and keep it honest and realistic - three to four paragraphs, with bullets, state why readers will care
• Realize your phone follow up will grant you 15 seconds (if you know the reporter, maybe you get 30 seconds, if the reporter is your spouse, figure 32 seconds)
• Move on - if the journalist is not as enthusiastic towards the pitch or is simply too busy, let it go, and start over with the first bullet and "read" a new target

Comments

Rich, thanks...realize we are all learning with the new world of blogs and other social media, but basic tenets and etiquette of communications still apply, I think...