In my world, there’s nothing better than landing a great media hit for a client. Well, except for maybe one thing – having the pitch used word-for-word by the press. Goes to show that, indeed, the content of the pitch is critical. Last week, we launched a PR campaign for a fabulous new education site for kids called Wonder Rotunda (www.WonderRotunda.com) and right off the bat, at least three media outlets ran with the story, using copy pulled straight from the pitch. No, you can’t control the press. But, when you present a perfect story, with just the right angle, and cohesive/easy to understand language, the media is more likely to run with it. It’s for this reason, we spend a lot of time perfecting just the right message and combing over every word in every pitch, to make sure it strikes the right tone. No reporter is going to dig through a press release to ‘find’ their story. I gave up my journalism days over 7 years ago, when I left TV news for public relations. Now, I get to see my own writing published under someone else’s byline. And, you know what – I love it!

Ann Noder

There are some 210 TV Markets in the United States. New York, NY to Glendive Montana. They are ranked according to the number of TV households in each market. So, obviously, the bigger the city, the higher its ranked. When it comes to PR though, some markets are just harder to penetrate than others. Los Angeles, at #2, is one of those markets. It’s all about breaking news and celebrity fluff. Yet, this week, we were able to secure Fitness Guru Tracey Mallett on KTLA’s coveted morning show in Los Angeles for a segment on her new book, Super Fit Mama (www.TraceyMallett.com.) Tracey’s scheduled to be featured in a 5 to 7 minute segment on August 24th! Atlanta, Georgia at #8, is another tough market. Reporters and producers there are focused on hard news. We cracked it this week and secured an interview with the CW Affiliate and the show, Focus Atlanta, for Pitch client, Kristi G Bags (www.KristiG.com) on August 10th. Markets have distinct personalities. Phoenix, Arizona (#12) has an array of very popular morning shows at two and three hours long. So producers there love feature stories and local angles. Denver, Colorado (#18) is very similar. Chicago (#3) also has some great PR opportunities with its a.m. and midday shows. Yet, Philadelphia, Pennsylvania (#4) is straight hard core news, news, news. A big part of being successful in public relations is understanding the focus of the news outlet you’re pitching to. Understanding the dynamic of the city and market is just as important.

Ann Noder

One of the frustrating parts of PR is how long it can sometimes take to get a story to come to fruition. For a number of reasons, editorial placement can be delayed over and over until it finally hits. I’m still working to follow up on a Chicago Tribune story from May that is still in the pipeline to run. Truth be told, patience is not a virtue I have. But every once in awhile, I’m reminded of how quickly stories can turn too! Late last week, an editor contact at American Baby Magazine requested to see a product sample of Pitch client Modest Middles (www.ModestMiddles.com.) We quickly responded and the post-pregnancy tank top was sent overnight for review. Early this week, we found out it’s scheduled for the November issue! Same thing happened with Babytalk Magazine – they loved a pitch and wanted to see the product up close. Days later, they confirmed October inclusion. Just today, a reporter from the NBC affiliate in the D.C. area decided she was ready to do a story on Pitch client, Mamapedia (www.Mamapedia.com), and wanted interviews right away. Done. Arranged. Story shot and airing on the 6 o’clock news. As I’ve mentioned before, I used to work in TV news myself and so I understand the fast-pace of the media. When they want it; they want it now (or better yet, yesterday.) And actually, I much prefer it that way. We generate interest, give them what they want, and get the story confirmed and scheduled and move on. Now, on to the next urgent press request…. We’re ready!

Ann Noder

We all know ‘playing the field’ is a phrase that most relates to dating, but I believe it also applies to PR. You have to experiment a little bit, trying out different angles and mediums, to find what works best. Almost across the board, I can tell you national magazines have the biggest punch! They are glossy, pretty, well-designed and have a long shelf life. I bet you can recall sitting in an office waiting room and reading some random issue from 2005. Yes, it happens. So, while national magazines almost always translate well, in terms of brand awareness and sales, that’s not true 100% of the time. Sometimes online press with frequent links can better drive traffic to a company’s website. Plus, it’s more immediate, direct and easy to track. Often, a TV news story (with a trusted anchor or reporter delivering the copy), can have a huge impact and push viewers to buy. There’s also something to be said about that niche publication or radio show – with a small, yet very specific audience. So, what’s going to be the magic formula for your product or company? Play the field, I say.

Ann Noder

More than any other reason, companies are often reluctant to jump into PR because of the cost. It’s not in the budget. Can’t afford it. No way, no how.
Yes, I get it. But consider this – there is no better, more effective way to reach a national audience than through the editorial press. Compare PR to advertising and, well, there’s no comparison. An ad will cost you more and won’t resonate nearly as much. Think of it this way; an advertisement or commercial is YOU saying how great YOU are. With PR, you benefit by THE MEDIA (respected journalists, editors, producers, reporters, anchors) telling others how great you are. Now, that is worth something! And what’s more, it costs you much less. This morning, Pitch client Shade Wagon was featured on The Today Show. That same 30 second spot would have cost around $80,000. That’s a paid ad – not nearly as good as Matt Lauer and the USA Today reporter showing off their picks for the latest and greatest in road trip travel gear. In September, another client, Kristi G (www.kristig.com) is being featured in Babytalk Magazine as a must-have new purse for moms. A paid ad in that publication could run as much as $128,000. I could go on and on with examples, but you get the point. No money for PR? Think again!

Ann Noder