Michael O’Connor Clark, aka the Flackster, with a thoughtful piece on ‘the pitch.’
The pitch is the building block of PR. It’s when we line up a list of 200 or so unsuspecting journalists we dug up out of MediaMap or Vocus and send them some long, overly reviewed and written by committee, thoughtful outline on why our client’s solution is the thing their readers need to hear about NOW.
The problem, as Michael points out, is that in most cases the pitch isn’t really focused on what the reporter needs and what the readers want to read about. It’s about the client not the audience.
I had an interesting experience a while back. We put together the proverbial list of tech writers at the top 200 dailies (whatever that means) and sent out our pitch – which if I do say so myself was fairly well thought out. Only one reporter picked it up – a reporter who happens to be one of the top daily consumer tech writers.
Go figure.
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