I have a page about how to pitch a blogger, but I’m realizing that this goes beyond pitching bloggers vs. traditional media. It’s how do we pitch people in general?
The traditional standards still apply: get to know the person you’re pitching, understand his or her preferences for pitching, and make sure you’re pitching something relevant. The questions now is, which is better? Twitter, facebook, linked in, RSS feeds, etc.
I’ve seen a lot of writing around new ways of pitching. In a first of a series of postings, I will look at different ways to “pitch” reporters and bloggers. For this issue, it’s how people are using Twitter for media outreach and relationship building.
Twitpitch: I read about this on Read/Write Web regarding Steve Bowd, a consultant. Consider it the online version of an elevator pitch. With only 140 characters, there’s only so much bullsh*t that a company can give. It forces you to be succinct and get to the point. Steve’s initial experiment is now the only way he wants to receive pitches.
Conference Conversations: In an email exchange with Chris Parente, he highlighted how his clients were able to get in front of journalists by following key analysts and reporters at the RSA Conference via Twitter. Chris was able to keep his client updated on issues being discussed and debated during the show, which helped their client be smart in front of key influencers. I see this being a huge trend, especially in early adopter/technology conferences.
Follow Key Influencers: Connected to “conference conversations,” I recommend that you start following key influencers now. This way, you can familiarize yourself with the person’s personality and topics of interest. It’s also an opportunity to participate in conversations with the analyst or reporter, especially when they ask a question. You never know when one of these mini-conversations becomes fodder for a blog posting or article. Just don’t get caught in the trap of trying to follow everything 24/7.
Update – Create Your Own Conversation: TechCrunch wrote about an interesting use of Twitter for a project wine tasting via Twitter. The company identified key twitterers, sent them some bottles of wine, and invited them to taste the wine and provide feedback online. What made this work? Making sure that the wine tasting conversation ocurred on a specific day and time. And I assume the wine tasted good as well.
What about you? Have you used Twitter for media/analyst relations? If so, share your stories below in the comments.
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Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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