The primary reason for why nearly 80% of all pitches that Media members receive daily are deleted is because they do not immediately communicate an understanding of the media member’s audience, outlet and/or how they prefer to be engaged. Media members describe their experiences with PR representatives using words like disconnected, scripted, unprepared, irrelevant, etc.
Why can’t Brands expect Earned Media targets to read 80% or more of pitches?
Let’s approach from the Media members’ POV. They are inherently skeptical and put every pitch through filters to ensure the idea is viable before engaging with a reply; let alone a placement. The initial challenge, engaging a media member on their terms.
The reality is that the vast majority of PR pitches and collateral material are written with the Brand in mind, not the media target. Often times offering no personalization to the media outlet, target and/or their core audience; a shotgun tactic known in the PR industry as “Spray and Pray.” Still wondering why media members delete so many of the emails?
If the Brand’s goal is to generate Earned Media coverage, the journey to “control the controllables” begins immediately by communicating knowledge of the outlet, reporter, and their tonality of coverage. Commenting on a recent story instantly accomplishes all three goals in a single sentence.
Unlike all the other marketing tools (PESO- Paid Earned Shared Owned), Earned Media is the only tool that is supported solely by an “idea” and is not negotiated in a contract. Qualifying you know their audience is the first of many challenges.
Check back next week for Part 2. We will explore the next challenge- sharing your idea in a way that generates a reply.
Want to “control the controllables” in your Earned Media equation? Learn more on how we can help.