In the late 90’s, tech PR pros pitched almost exclusively via email and phone. We considered it a big win that the fax was finally phased out as a media relations tool.
Today, tech PR pros still conduct the majority of pitches via email, but phone “follow-up” is in danger of following the fax. Most tech writers these days are bloggers, and most intentionally withhold their phone numbers because they’re not interested in fielding calls. Even tech trades– who formerly supplied direct phone numbers to their writer roster–have a staff of mercenaries who are always in flux. Mastheads are tiny or nonexistent. Where individual phone numbers were once publicly available, today they must be earned through establishing relationships that usually begins with email. Strike out on your outreach to a writer, and you may blow your chance to connect by phone. Chalk it up to years of pushy calls from PR pros.
Increasingly, writers have no public email address but may be contacted exclusively via Twitter, or a form field, or a LinkedIn profile. How do PR pros utilize these various contact methods?
Yesterday I pinged a former tech PR colleague who I respect. He’s done countless outreach over the last 10 years for tons of tech PR startup launches and product announcements. He shared a few insights about his experiences with the spectrum of contact methods that he uses on a daily basis.
“Subject lines need to be short and attention-grabbing. The entire pitch should be no more than one-two short paragraphs, and it’s much better to provide links to more info than paste them into the release. Excessively long pitches will not get read. I find it most effective to reference something that the author has written before and to create a hook that makes them feel that I am respectful of what they are trying to bring to the table for their unique audience, and not just trying to cram some announcement down their throat.”
“LinkedIn keeps getting better. So many tech authors are on it and actively maintaining their resume there. Sometimes I’ve used InMail to contact those whose email I can’t find elsewhere. It was unclear to me in the beginning whether this was acceptable, or would rub them the wrong way. But I have yet to have anyone complain about it, and it’s worked a number of times.”
“There’s a perception that tech PR pros are actively pitching via Twitter Direct Messages. I have not met a single PR pro who is actually doing this as their primary outreach method. First of all, you can’t direct message someone on Twitter unless you are mutual followers (unless you use a work-around, which is not advised). For most of the tech authors that follow me back on Twitter, I usually have their email address and pitch them that way. The best value I get out of Twitter is being able to follow what those tech contacts are saying, reweet their posts to show them we are actively following their content, and to detect when they are jumping into new subject matter.”
“Many PR pros suspect that form field submissions don’t get answered, that their submissions disappear into the ether. But I’ve had equal success with form fields as with email addresses. And when you get a response, you have their email address.”
“I still don’t consider Facebook to be a serious tool for media outreach. What, I’m going to friend a writer on Facebook, then contact them that way? I’ve had some great client efforts where a lot of target customers ‘liked’ us and the effort really helped us with audience building. But Facebook never really comes into play in my outreach to actual tech writers.”
“There are a ton of tech PR pros writing drippy, insincere comments to kowtow to tech authors. I don’t believe that sycophancy is an effective media relations weapon. What has worked for me in the past is if I detect an article that is just dead on with a client’s focus and they have something provocative, I’ll encourage the client to comment with either something inflammatory or a sidebar that genuinely advances the discussion. Sometimes that comment will lead to a connection with the author, or be something that I can reference in a future correspondence to the author.”
“This is my ultimate goal. My best relationships are writers I can call and give a quick verbal pitch. For others that don’t respond to my email pitch, I will sometimes call them as well. It’s a bit uncomfortable to try to break through to an author via phone, but it’s amazing how many other PR pros you leapfrog, because they were too timid to call.”
Whatever your personal successes / failures with each of these contact methods, keep in mind that the further in advance of your announcement that you recognize available contact options, the more opportunity you have to figure out your best angle. The idea that you’re flying blind unless you know a writer’s “pitching preferences” is a strawman by media directory services trying to sell you their interpretations. Contact preferences are obviously the contact info supplied publicly, and preferred pitches are those that tie directly to what writers are actually writing about and what’s relevant to their readership. There are more breadcrumbs than ever to learn about your targets before engaging them.Travis Van is the founder of ITDatabase.com, an online media database of technology journalists and Business Wire partner company.