PR: We Pitched. Then this Happened.

Transcription

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3 PR: We Pitched. Then this Happened. Andrew Collins Editor-in-Chief The Pearl Sarah Wexler Portland-based Freelance Writer Allison Jones Digital Editor Portland Monthly Magazine Tim Zahner Chief Marketing Officer Sonoma County Tourism

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5 Introductions

6 SURVEY RESULTS AND DISCUSSION What do journalists want? What do PR people want? We asked them.

7 J O U R N A L I S T R E S P O N S E S

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9 What is the BEST way for a PR to pitch you? Short concise ideas that relate to things my magazine covers Personalized pitch based on the types of stories I do/would fit with outlets I work for Take a look at my work and then either or call. A warm human voice goes a long way and it is an effective tool.

10 What is the WORST way for a PR to pitch you? Phone calls. Unless we have an established relationship. Social media. Actually one with no follow-up is worse; we may not see it or set it aside and forget about it. Media does not mind friendly reminders! Mass . Loathsome and lazy.

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12 Group Press Trips

13 Why? Trips that run 14 hours a day are the absolute worst. If the group is well chosen they are an excellent way to experience a destination. If they are not, then they are hilarious and memorable disasters that provide a load of material for future stories 1) There's always a complete and total a hole on the trip. 2) Others on the trip almost always are under qualified with overinflated egos 3) I like hunting stories on my own.

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15 Don't research my topics before pitching Requesting appointments not near me Don't follow up with promised information Not answering questions directly Refer to themselves as "PRs" in surveys Not timely in response

16 Tell us more I'd love to whine, but I've had nothing but good experiences with PRs. Whatever disappointments exist are typically on my end -- when my sincere enthusiasm for your pitch (and its potential for a story) isn't matched by my editor/clients. Not respecting my time constraints, submitting selfserving (for client) pieces or pitches, lack of responsiveness, setting up a call between client and me and client doesn't answer phone.

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18 I'm going to scream if another PR person does this: An that looks personal/urgent so tricks me into opening it, and it's a mass- about something I'd never cover. Does not follow up, promptly, when I say "I'm on deadline for the NYT. How much better do you think your hit is going to get? I'm not a screamer.

19 Anything else we should know? Being proactive a couple of times a year to ask, "what changes might be coming to your publication?" Getting a better sense of the publications and their faster rate of change will help everyone. When I post a story for you, place a link on your website, help me promote it share the love. I have 4-5 phenomenal PR reps that can always get my attention. They have done their homework about my beat. I report on their clients routinely and listen to their pitches. They don't get offended if I reject a story. They respect my time These reps can always reach me.

20 PUBLIC RELATIONS RESPONSES Real book! Published in 1952.

21 What is the BEST way for a journalist to request something from you? However they want: they are my customer and I will respond no matter how they request something. is the best way as sometimes I am away from my office. Short with specific instructions.

22 What is the WORST way for a journalist to request something? On my personal social media handles Calling and leaving voic s but never saying what they need or want. Shoot me an that reads "urgent," saying they need whatever in 15 minutes or less. I'm not Papa John's.

23 Group Press Trips PR Pros Not a huge Journalists difference

24 In a world full of bloggers how do you qualify them for levels of PR service? Google them Social media analytics Alexa or similar Ask other PR friends Check out their clips Treat them all the same I also ask the person what their blog's reach is. You can tell a lot if they squirm or if they're forthright. If they've worked with CVBs in the past, ask for a reference and contact them. The Alexa ranking: I ask our staff member Alexa what she also thinks.

25 How do you rank exposure in the following media? National / Int l pub. (NYT, WSJ) Regional pub. (SFGate, Chicago Tribune) Specialty pub. (Wine Spectator, AAA Mags) Established travel /lifestyle website (JohnnyJet) National/ int l broadcast (Today Show) Indiv. social media influencers (IG, YouTubers) Guidebook writers While the NYT is fantastic, and something I definitely wouldn't turn down, it's all about the dollar. Who is going to come to our destination? Regional then national. All media are possibly good if their story idea fits our objectives and we move from the fact box into the feature.

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27 Public Relations Journalists

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29 Public Relations Journalists

30 Not clear on what they want Ask for things that general public can't do Don't follow up with clips or links Ask for answers that can be googled Not timely in request for assistance

31 I'm going to scream if another journalist does this: Asks for a hotel room for a friend's wedding they're attending. Exaggerates his/her audience and how influential they are. Shows up late/inebriated Olivia will have none of this crap.

32 Let s play PITCH-ionary! Two Teams Given: Destination, story and media type Get 30 seconds to craft pitch, 10 seconds to deliver PITCH IT! Panel will judge with score of 1-10 for each pitch. Winners get glory, possible prize

33 Destination PITCH-IONARY! Question 1A Topic Media Gay Travel

34 Destination PITCH-IONARY! Question 1B Topic Media Rented RV Blogger / Social Media

35 Destination PITCH-IONARY! Question 2A Topic Media Not Chicago

36 Destination PITCH-IONARY! Question 2B Topic Media Culinary Travel

37 Destination PITCH-IONARY! Question 3A Topic Media Winter travel Wisconsin Wall Street Journal

38 PITCH-IONARY! Question 3B Destination Topic Media BORING PORTLAND

39 Destination PITCH-IONARY! Question 4A Topic Media Multi-generational travel Guidebook

40 Destination PITCH-IONARY! Question 4B Topic Media You should attend Overworked editor at regional newspaper

41 Destination PITCH-IONARY! Question 5A Topic Media Vacation Rentals

42 Destination PITCH-IONARY! Question 5B Topic Media Adventure Travel Caribbean Island

43 PITCH-IONARY! (TIEBREAKER IF NECESSARY) Destination Topic Media Family Travel The Beach Daddy Blogger

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