We all know, or should know, the value of public relations in promoting our company. But, the task can be daunting with over 6,000 magazines from which to choose. How does a company pitch an idea to an editor? Following are some tips that you can use right away:
Tip No. 1: Narrow down the number of journals you select. Start out by looking at the journals that come across your desk. What journals are your audience reading? There are several resources for you to review, such as Bacon’s, which is the bible of the public relations industry. They have thousands of magazines and newsletters categorized by business and industry. So, start there to obtain a list of appropriate journals.
Tip No. 2: Know the magazine and know it well. There’s nothing more offensive to an editor than calling to pitch an idea about a topic that isn’t of interest to the magazine’s audience. Also know the various sections/departments of the magazine. You should be able to target your feature article for a particular section of the journal.
Tip No. 3: Know the editors’ preferred method of communication. In the past, most editors preferred a phone call or a paper press release. However, now with the advent of e-mail, many editors would prefer to be contacted electronically. If you’re new to the p.r. game, always call and ask the preferred method. I actually have sent out surveys to a group of editors, whom I have worked with regularly to get the names, addresses, e-mails, phone numbers, and preferred method of communication. Most of the editors have responded positively to this correspondence but only if they know me and my clients well. I’ve even asked them to add additional editors, if necessary, for the various departments.
Tip No. 4: When pitching a story, try to focus on one idea. Only if the editor asks for other angles, should you push several other ideas. Don’t use superlatives when pitching a story. Most editors want to know the facts. For example, how much savings an item has over the competition rather than just “a large amount of savings”.
Tip No. 5: Never submit the same story idea to more than one competing magazine at a time. Only if the idea is rejected should you approach another editor. Most editors like exclusivity. They don’t want to republish something that has already been out there. In other words, they want the scoop.
So, it’s not that difficult to develop rapport with an editor. Produce results, follow their preferences, and respect their time will allow you to pitch a story very effectively.
