It wasn’t that long ago that we were mailing pitches to journalists. Yes, snail mail. Or, as I did during the summer of 1986 while working for a Congressional Campaign on Long Island, driving out to the editorial offices and hand delivering releases to the reporters’ desks. Fax machines were reserved for media advisories (News Conference this Morning!!!).
In the mid-1990s I worked on the press staff of the New York City Council and pitching was as simple as wandering upstairs to Room 5 – the press room – and seeing who was up against a deadline with no story.
Then along came email and nothing was ever the same. The less said about that the better.
As new tools come along, new avenues to journalists are open to us. Of course, just like email, these new avenues are prone to abuse. But for those PR folks who are paying attention, there are new opportunities for clients opening up all the time.
For example, if you’ve been reading Stowe Boyd, you’d know exactly how he likes to be approached.
Bonus point: this is exactly why it’s important for PR people to be up to date on the latest social media tools. If journalists are telling you how they’d prefer to be pitched, it’s your obligation to learn.
Related Posts:
- Pro bono PR Consultant
- The Daily Source Editor and Volunteer positions
- Public Relations Volunteer for Premier Public Affairs Forum
