I am one of the few publicists in my area that actually still CALL reporters, and they tell me how much they appreciate it, as there is such a level of detachment these days. I also value and nurture my relationships with the press, and that is very old school. So glad I was trained in the ’80′s….More real relationships, less “viral” ones….

Editors of magazines as well as reporters just love when you misspell their names. Or, misspell the name of the publication you are pitching to. Or, open your pitch with a criticism of the magazine….”Hey, normally I love xxx magazine, but lately you’ve not done anything right with Mid-Century Modern. Here’s your chance….”.

What a riot Peter! You must be getting roses and boxes of chocolates today from reporters who are eternally grateful. Love the PS. I might need to start using sarcasm in my blog – after all the title of my book is complete sarcasm as I would never ever suggest someone just tell their loved one with an eating disorder to just stop.
Thanks for adding some fun and frivolity to the business of making a living!
Becky

don’t forget to use cuss words in your email. reporters love them and will think you are really, really REALLY cool if you use them.

ugh!

Great post Peter :)

Hey Peter!
Great post! We haven’t gotten any responses from reporters thru HARO as of yet. However, I now understand how to approach the reporters more diligently. It’s funny how your sarcasm helped me understand clearly what reporter like. As Gigi stated the “old school” way of phone calling worked for us as well. I will know combine old phone skills with new school technology! Thanks!

So sad, but my boss has absolutely said four of these things. I’ve taken the “Yeah, I’ve done that” approach, without ever actually having done it. So embarrassing.

Oh THANK GOODNESS! I’m sending this to all my clients today. Thanks for the morning chuckle.
I actually am an old school publicist and I DO STILL CALL reporters. In between times I have shows in their area, I email or send a card just to say hi. Reporters, writers and indie radio programmers who care are difficult to find in this new media world. It’s important to develop and nurture these relationships.
Thank you PETER!

Come to think of it, aren’t press releases and traditional media outreach kind of old school in themselves? (Not criticizing, I was trained old school and this is my comfort zone. I know they’re still fundamental to my/our work …) As I’ve been intently studying in recent weeks, it’s arguably more effective to use social media to “buzz up” your clients and thus allow reporters to find you when they Google what they’re researching.

How about some real tips that might actually help PR practitioners (especially newbies), instead of the sarcasm?

Jonas, there is a lot of help for newbies at my wordpress site
http://alunatunes.wordpress.com

How to Tour 101 might really help you. Read the posts and let me know what you think!

This right here is Living Every Week Like It’s Shark Week.

Life is too short for bad pitches.

Be sure to pre-announce obscure company anniversaries to ensure media outlets and reporters are aware the company is nine years old. Bonus: make the anniversary fit in with a ‘new product’ announcement that’s been in the market for at least a year.

Sadly, I worked for a woman whose media relations mantra is #3. She’d have us fax pitches, then call within 20 minutes to ensure it was received (leaving a voice mail message, of course), then follow up the phone call with an email. If we didn’t get a response, we’d have to keep calling and emailing until we did. Once, when I finally got one of these poor journalists on the phone, he barked at me, “Yes, I got your fifty thousand messages! We’re not interested!” We had tried many times to convince her to try another tactic, but she would just say “I pay you; you do it my way.” Somehow she has managed to stay in business for almost 20 years!

Unfortunately, the sarcasm starts in the title There is no guaranteed way to get a story placed. Even if you do everything right.

6) Since your pitch is so important, please be sure to write it in all caps. Reporters love when you do that because it shows the topic is important.

@RyanShell

Here is another one, Peter:

If you do get a story, never, EVER, EVER (for any reason) THANK the reporter or journalist. Doing so would actually show you care and that would be terrible.

-D

I have had SO much success with HARO – thank you SO much Peter!!! By following your advice (the opposite of these, for those that ehm…miss the P.S.), I have been covered all over the internet, in podcasts and even will be featured in a national magazine in October. I’m so grateful for HARO and for all the helpful tips you’ve given over the last year. Cheers!!

They also LOVE it when you send your news to EVERY REPORTER on staff! It makes sure the right contact gets your news!

Yikes. No matter how short-staffed or overworked a PR team is, there is nothing more critical to success than building the right list of contacts (and with a nod to the great comments above, building relationships with those contacts).

At a recent PRSA Publicity Summit with Arizona media, multiple editors said to be sure and send it to the right beat reporter and carbon copy their editor – never send it to everyone at a publication. This seems like a bit of an obvious thing, but it is surprisingly overlooked. Each list should be customiized for that specific piece of news – it should never be a “one size fits all” game. If you don’t know who the right contact is, spend that 30 seconds to pick up the phone and ask.

Random blasting is a big part of what gives PR agencies a bad name. Please take the time to do it right, and to train staff well.

Don’t forget to send multiple pitches to everyone in the newsroom. The editors, producers and reporters want to stay connected and make sure they all know what good news is out there. Even if one of them turns you down, make sure to follow up with others in the newsroom to get their opinion about doing the story.

Right Peter? :)

A little disappointing this was a rant. Was excited we were going to get good info from a master and got this instead.

Try to save as much time as possible when you send your pitch. Fill your pitch with as may teenage-texting phrases as you can – OMG, WTF! Remember, speed is in, professionalism is out!

How about faxing the same e-mail 5-page press release 20-30 times? I used to work for a (small) publishing group that put out a few publications from the same office, and this one publicist in particular never seemed to notice they all had the same fax number, so she faxed each one at least 2-3 times. Even after I asked her and asked her and TOLD HER and YELLED AT HER not to!

You guys and gals have made my PR day. It’s nice to be giggling while I work….

Thanks, Peter. I needed a laugh today!

to # 9. The real tips would be to NOT do any of this, in fact it’s quite simple. just do the opposite and you’re golden.

Peter, re: pitching. There’s a fine line when to start calling after you’ve sent the release. A “just to make sure you got it” call is always nice soon after, albeit not 45 mins after… if you wait too long it gets lost in their in-box.

I find that telegrams work best.
x

I must say I had to read the first paragraph twice to be sure I had read it right then said this must be a gag!! Nicely done. Personally I prefer to email a reporter and ask if I can call them as I know how busy they can get. At least emailing first is less obtrusive.

Peter,

Its funny – I think everyone of us in the PR world has worked with supervisors and vice presidents, who once they get promoted to a management, seem to forget what reporters actually want and make junior staff perform some of these very “PR sins.”

I once worked at an agency (no names) that had the Modus Operandi of having every publicist spending 5 hours on the phone pitching stories to reporters. I never had a problem picking up the phone to call someone but very quickly realized the problem in this “phone assault method” when the majority of top-tier reporters and producers were spending no more than 15 seconds on the phone before saying – e-mail it… or worse – scolding me for disturbing them.

I think that every PR manager (and client) should get a copy of this upon their promotion as a reminder of how NOT to manage junior level people.

Adam

Whatever you do, don’t forget to demonstrate a complete lack of a clue what the publication does. Remember, if it is clear that you have never read a publication, smart editors will make sure you get front page coverage. After all, what better way is there to promote a publication and earn some new readers?

Is it necessary to be so sarcastic? It’s completely off-putting, and it is very condescending.

Oh yes, yes, yes! And please be sure to include links to all of the other media outlets, blogs and websites that have already covered the story you’re pitching!

How about once in a while sending a reporter a story idea just because it’s up his/her alley, even if it doesn’t have anything to do with your organization or client. I’ve had reporters call me for insight about other topics/places, and as long as it’s not about a “competitor,” I’m more than happy to help. I actually like reporters (OK, I used to be one)!

Without the sarcasm – this is from my years in the PR trenches: Did the reporter meet with you and/or your client? You took him to lunch? Well, guess what – You are still the one who sends the thank you note.
And, PR people call it a placement. Don’t use that word with the editors and reporters; they don’t do “placements.” They report the news.

Be certain to personalize your letters and emails with the words “Dear Editor and/or Reporter.” They’re so busy meeting deadlines some days they don’t know who they are either.

Hi Peter,

This should be required reading… LOL. Seriously though, thank you very much for writing this and alerting those of us who recieve the HARO updates to it. I’ve already posted this to my personal and my business’ Linkedin page, and with your permission, and using appropriate attributions and links back, would like to post it to my business website as well. I’d also like to include it in one of my upcoming e-tipsheets.

My one tip to guarantee coverage by a media outlet?

Be sure to tell the reporter or editor that such-and-such other media outlet is covering the story! Even better? Ask them to just copy and paste the story the other outlet ran, into their own publication and run it word-for-word. If it’s a broadcast outlet, insist they rewrite it and voice it verbatim from the other outlet’s story.

Peter – I appreciated your great satire about the need for showing good manners when dealing with journalists. But I believe journalists should reciprocate with a thank you when receiving submissions, even when declining them. At the very least a journalist should send his sources a thank you automated through Aweber or whatnot. I got my first “thank you” ever from a journalist last week who elected not to use my submtted material. I responded with genuine thanks, indicating I would be available to address other topics at a time of his choosing. Journallists and pitch(wo)men – both courteous and responsive! What a concept!

Here’s another one: Be sure to load them down with thick, wordy press kits with lots and lots of pages, hand delivered with flowers and candy to make sure your pitch stands out from all the rest !

It is so good to know that there are people like you out there that have a great sense of humor. Most people are so serious all the time. A good laugh is always good for the soul. Thanks for sharing the great tips.

Hi again. Wow this is interesting. In reference to Bob’s comment, I’ve recently been asked to write articles and submit to the publications where I am seeking ink. My press releases read like newspaper articles. I realize writers and reporters are supposed to write, but lately I’ve found, with the de-staffing of publications and papers, that a complete article is actually appreciated.
Reporters and writers are totally overwhelmed. Many must wear several writing hats as staff members are cut. Recently, I spoke with a writer at a publication who was writing sports, activities and entertainment articles.
This guy really appreciated a complete article/press release.

Peter,

This is fantastic! Another rule to include to #4 is to make sure to bash the reporter and his company right away on social media. Make fun of them where everyone can see how much better you are than the reporter. Besides, your friends and followers will trust your posts and never realize how much of a jerk you are being. :)

If a reporter shows interest in your pitch and asks for your help setting up interviews, respond by huffing and asking why they don’t just use the quotes in the press release. If that fails to dissuade them, arrange for all potential sources to be unavailable for interviews for at least the next week.

I met an editor who perpetuated #3. When asked how best to get in touch with a story she said to keep emailing and calling until I got a response.

I didn’t want to ‘stalk’ her and wished she had just said she wasn’t interested instead of suggesting I waste my time.

You definitely got me after on the first paragraph. I wasn’t sure if it was a joke or not and read it three times to make sure i read correctly. Do I still need to close down my computer?

One thing our clients and we have learned that replying to reporters in a timely manner is crucial if you want to get the interview or PR.
Reporters are very busy and will not wait in a story because you reply a few days late. Be courteous and respond to their emails, calls, and messages on time. Doing this will portray professionalism, manners, and courtesy.

Spot on ;-p

Send them 40 pages of text, single spaced so they can “pick and choose” what they want. :)

Send it by email, fax, hand deliver, leave it on their voice mail, heck, even sing it to them.

Only an unprofessional moron would do any of these things! I worked as a reporter and editor for six years at a wire service, and never encountered any of this behavior, fortunately. Management was another story. No pun intended.

You forgot to mention that reporters love it when you offer to review their story for accuracy before publication. That’s a winner!

Love this. The PS is my favorite part!

Another suggestion: Never proof for spelling or typos. It makes editors feel important to find your writing riddled with grammatical errors they get to correct. I like to toss in some extra mistakes to make sure that they are really doing their job should the piece actually get published – such as spelling the subjects name wrong and tossing in some incorrect details.

Ha, ha. Loved this post. Thanks for the laughs.

Great post! forwarded around the office!

Be sure to attach unreleased photos and mention as many other organizations as you can. Who cares if they have policies expecting a submission before release, they should be happy for the free press!

Great article! Having worked in PR for several years, I appreciate your sarcasm! Learning to work with reporters is a big learning curve for most people. It’s not rocket science, done right can result in awesome exposure!

Great read.. I also recommend sending either incomplete links or links that go to the wrong story or press release.

So funny, I had to re-read the top two, looking for the words DO NOT! HA! Thanks for the list, going to start stalking some reporters now.

You forgot to mention that reporters hate good spelling…!

Your decaf and Yoga classes are working .. a nice & mellow article (ha)! Tx for tips, I’m new and hip to HARO, per Mark founder of Smashwords.com where my self-published debut eBook “Life On A Shoestring .. In Beverly Hills?” went up 12-2011. I got a couple of responses back on my frugal HARO pitches — right on power to the PR people … in this case me and all my personalities as I’m a self-PR machine :) — I say ‘Hoorah for HARO’ .. but you heard that before I’m sure!

Awesome Forbes article that linked back to this. PR is a tough 24/7 game for someone just entering. HARO and Vocus have helped educate me “cliff notes” style. Love it — thanks for all the efforts to help “us” out…

I always email reporters and then do a follow up call…They are in but they never pick up
their phone unless they are interested. I find that when a reporter is interested after I email
them I get a response very quickly.
myrna post

In my so many years of being in public relations somewhere in Asia, editors and reporters used my clients’ stories mainly when they see my name in the contact portion of the press release page. I have established such good rapport with the media that one editor of a major daily and one time president of the national press organization even wanted me to conduct a series of workshops on public relations with journalists and public relations practitioners in attendance. The key to having good relationships with the media is treating them like they’re not part of the media but your friends and supporters.

Hah! You nailed it all the way Peter. One of my rules of thumb is to read and re-read my pitch at least 2-3 times before I hit send. I catch so many things that are worth revising, albeit small things! Thanks for the laughs!