Comments on: The Art of the “Reverse Pitch” http://storyassistant.com/2009/02/the-art-of-the-reverse-pitch/ Helping You Build Relationships Sat, 28 Apr 2012 02:30:40 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Matt http://storyassistant.com/2009/02/the-art-of-the-reverse-pitch/comment-page-1/#comment-22 Matt Wed, 04 Feb 2009 03:03:52 +0000 http://storyassistant.com/?p=96#comment-22 Thanks for your contributions, Arik and David! Arik - I do think this "reverse pitch" approach is possible regardless of agency size, corporate or non-profit makeup. Of course, this approach won't work if you are blasting large lists of media outlets, bloggers, etc. (I'm not saying you do this...I know you know better). For the "reverse pitch" to be most effective, you must have a targeted list of media you're approaching. BUT at the end of the day, if you start by pulsing their needs (even if you've never spoken with them before) you will be better positioned to nail your customized pitch when getting the "green light." I'd love to hear back about why this tactic isn't practical at larger agencies as I see this practice as something that you can use with existing or new media contacts. Thanks again! Matt Thanks for your contributions, Arik and David!

Arik – I do think this “reverse pitch” approach is possible regardless of agency size, corporate or non-profit makeup. Of course, this approach won’t work if you are blasting large lists of media outlets, bloggers, etc. (I’m not saying you do this…I know you know better). For the “reverse pitch” to be most effective, you must have a targeted list of media you’re approaching. BUT at the end of the day, if you start by pulsing their needs (even if you’ve never spoken with them before) you will be better positioned to nail your customized pitch when getting the “green light.”

I’d love to hear back about why this tactic isn’t practical at larger agencies as I see this practice as something that you can use with existing or new media contacts.

Thanks again!

Matt

]]> By: David Mullen http://storyassistant.com/2009/02/the-art-of-the-reverse-pitch/comment-page-1/#comment-21 David Mullen Wed, 04 Feb 2009 02:34:52 +0000 http://storyassistant.com/?p=96#comment-21 Matt - thanks for extending the conversation and sharing more tips. Glad to have sparked some great discussion around the topic. Matt – thanks for extending the conversation and sharing more tips. Glad to have sparked some great discussion around the topic.

]]> By: Arik Hanson http://storyassistant.com/2009/02/the-art-of-the-reverse-pitch/comment-page-1/#comment-20 Arik Hanson Wed, 04 Feb 2009 02:22:49 +0000 http://storyassistant.com/?p=96#comment-20 Isn't this really how PR should work in an ideal world? I agree with David's earlier point that this might not be possible at larger agencies, but having worked at a smaller shop in the past this is really how we tried to manage our media relations efforts. Since we had a list of long-time clients we were able to develop long-term relationships with reporters and serve more as a resource and partner instead of a "PR person" they needed to work through to get information. It seemed to serve us well. Isn’t this really how PR should work in an ideal world? I agree with David’s earlier point that this might not be possible at larger agencies, but having worked at a smaller shop in the past this is really how we tried to manage our media relations efforts. Since we had a list of long-time clients we were able to develop long-term relationships with reporters and serve more as a resource and partner instead of a “PR person” they needed to work through to get information. It seemed to serve us well.

]]> By: Matt http://storyassistant.com/2009/02/the-art-of-the-reverse-pitch/comment-page-1/#comment-19 Matt Wed, 04 Feb 2009 02:09:19 +0000 http://storyassistant.com/?p=96#comment-19 Thanks for your comments, Jen. I think you hit it on the head when you say, "if you can find out what really makes that RELATED writer tick, you have a better chance of building a great story together." To Russ' point, do you think that this is a common practice among PR professionals? My experience has been (i.e., surprised reporters asking me when I'm going to lay a pitch on them) that this is not as common of a practice as it should be... Thanks again for your contributions! Matt Thanks for your comments, Jen. I think you hit it on the head when you say, “if you can find out what really makes that RELATED writer tick, you have a better chance of building a great story together.”

To Russ’ point, do you think that this is a common practice among PR professionals? My experience has been (i.e., surprised reporters asking me when I’m going to lay a pitch on them) that this is not as common of a practice as it should be…

Thanks again for your contributions!

Matt

]]> By: Matt http://storyassistant.com/2009/02/the-art-of-the-reverse-pitch/comment-page-1/#comment-18 Matt Wed, 04 Feb 2009 02:02:54 +0000 http://storyassistant.com/?p=96#comment-18 Great points you bring up, Russ. Most good PR "professional" do consider the reverse pitch a day-to-day responsibility of their jobs. However, most PR firms have their entry-level employees on the frontlines working with the media and I believe this simple tactic is often overlooked. The reason being is they are typically having to answer to the client or their boss about, "what did you pitch?", "how many calls did you make?", etc. My point with sharing this tactic is it may appear to be "Commonsense PR" but I would venture to say there are more people in PR that don't do this than do. Thanks again for joining the conversation! Matt Great points you bring up, Russ. Most good PR “professional” do consider the reverse pitch a day-to-day responsibility of their jobs. However, most PR firms have their entry-level employees on the frontlines working with the media and I believe this simple tactic is often overlooked. The reason being is they are typically having to answer to the client or their boss about, “what did you pitch?”, “how many calls did you make?”, etc. My point with sharing this tactic is it may appear to be “Commonsense PR” but I would venture to say there are more people in PR that don’t do this than do.

Thanks again for joining the conversation!

Matt

]]> By: Jen Wilbur http://storyassistant.com/2009/02/the-art-of-the-reverse-pitch/comment-page-1/#comment-17 Jen Wilbur Wed, 04 Feb 2009 01:54:40 +0000 http://storyassistant.com/?p=96#comment-17 I love this conversation even more as it evolves! With new and existing clients, I try to introduce myself first to a relevant blogger/reporter. Before I send any pitch, I try to understand not just what the writer wrote about last, but overall if I can. A standalone pitch is a shot in the dark, but if you can find out what really makes that RELATED writer tick, you have a better chance of building a great story together. I love this conversation even more as it evolves! With new and existing clients, I try to introduce myself first to a relevant blogger/reporter. Before I send any pitch, I try to understand not just what the writer wrote about last, but overall if I can.

A standalone pitch is a shot in the dark, but if you can find out what really makes that RELATED writer tick, you have a better chance of building a great story together.

]]> By: Russ Rizzo http://storyassistant.com/2009/02/the-art-of-the-reverse-pitch/comment-page-1/#comment-16 Russ Rizzo Wed, 04 Feb 2009 01:46:56 +0000 http://storyassistant.com/?p=96#comment-16 Matt, Interesting points you bring up. I consider the "reverse pitch" you describe as the day-to-day responsibility of PR pros to get to know reporters in the fields we work in (this can be challenging when your clients span many industries!) and what they cover, in order to direct story ideas to the right people. If it's a good story in a reporter's beat, the timing should be less of a concern. In my reporting days I can't recall a time when I held off on a story because the timing was bad. Lesson in all of it -- homework first, pitch second. Food for thought... Russ Rizzo (@rzaruss) Matt,
Interesting points you bring up. I consider the “reverse pitch” you describe as the day-to-day responsibility of PR pros to get to know reporters in the fields we work in (this can be challenging when your clients span many industries!) and what they cover, in order to direct story ideas to the right people. If it’s a good story in a reporter’s beat, the timing should be less of a concern. In my reporting days I can’t recall a time when I held off on a story because the timing was bad. Lesson in all of it — homework first, pitch second. Food for thought…
Russ Rizzo
(@rzaruss)

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