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….”.

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 :)

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.

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.

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!

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.

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

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

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.

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

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!

Thanks, Peter. I needed a laugh today!

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.

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?

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!

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.

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.

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 !

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.

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.

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.

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.

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

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.

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

You forgot to mention that reporters hate good spelling…!

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…

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.