One of the biggest mistakes companies make when launching a PR campaign is that they approach the media as one huge unified organization. When it comes to approaching the media, keep in mind that there is no one media outlet. You are not pitching one story, nor are you pitching one media source. To be successful you need to be developing a number of different stories to pitch to a variety of different media outlets. Each media source has needs and interests that are specific to it. For example, what is going to interest the Wall Street Journal will be different than what will interest People, just as a pitch that could grab Oprah's attention won't be the same one you'd use to land a story in Playboy. The primary secret to a successful PR campaign is to focus on what the various media outlets need and pitch each outlet accordingly.
Develop your primary story: Your basic story may well stay somewhat the same, but you need to modify the pitch to meet the needs of each magazine, newspaper, radio show and TV outlet. Develop a number of secondary pitch ideas: if you're really going to be successful, you're going to want to develop a number of story ideas. Don't always stick with the obvious story. If you're launching a new beauty product, or a new technology product chances are you're going to want to focus 100% on the new product. Of course that is your primary pitch, but if you stop there, you're narrowing the media bulls-eye.
Is there a trend story connected to your product? Is there a client who's life you've changed who is willing to tell his or her story to the media? Is there a business-oriented story you could develop? Is there a human interest story that has to do with how the product was developed? Is there a seasonal or holiday story? The list continues. Take some time, brainstorm, be creative.
After you've developed your stories your next step is to create an appropriate, targeted media list. Now combine the two, match the various pitches to the appropriate media outlets. Don't pitch a sportswriter a beauty story and don't pitch a business magazine a warm and fuzzy human interest story. Study the various media outlets out there. Learn what they need. Read, watch and listen to the stories they run. Educate yourself. Create compelling stories, a targeted media list and a strong pitch. Now you're set; launch an effective, successful media campaign and watch your business grow.
Copyright © Anthony Mora 2009
Anthony Mora
President & CEO
Anthony Mora began his media career as a freelance journalist for such publications as Us, Rolling Stone and other local and national publications. He also served as editor-in-chief of two Los Angeles-based entertainment and lifestyle-oriented publications. In 1990, Anthony formed Anthony Mora Communications, Inc. a Los Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets. ! Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, "Spin to Win," is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field.
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