DO YOUR HOMEWORK The press release is approved and ready for distribution to the media. Before you click send and wait for those media stories to start rolling in, take some time to think through your approach. Identify the key publications you want to reach and familiarize yourself with their audience and deadlines. Review the content of the articles in the publications you are pitching. What will be interesting to their readers? Is your press release or pitch relevant to the audience they reach? It is worth the effort to find out what will be well received in advance and a professional courtesy that lets editors know you are not wasting their time with pitches that don’ t apply to their publication.
Julie Keller, editor-in-chief of American Spa, encourages a thoughtful approach before sending out news items.“ I always appreciate someone who has looked at our editorial calendar and sends a pitch that is relevant to various topics we are working on.”
She adds,“ It’ s always unfortunate when I hear about a spa, product, or company that would have been a great addition to an article in an issue that is already at the printer. American Spa, like most print publications, works a few months in advance, so be sure to make note of our editorial deadlines to increase your chances of coverage.”
Turning off an editor with a misplaced pitch is never a good idea and could result in a red flag on future correspondence with the publication. Susan Moynihan, editor-in-chief of Spa magazine shares similar frustration.
“ Few things are more annoying to an editor than a pitch that is totally off base, sent out just because our name happens to be on a contact list without regard to what we cover or where we position ourselves in the market. Just today, I got pitches for a handless lawn mower and a sugar-daddy matchmaking site( yes, really). I don’ t have the time to weed through inappropriate pitches. If it happens multiple times from one person / agency, I will unsubscribe from those lists, which means also missing out on good pitches they may have.”
PRESS RELEASE REHAB Putting together a formulaic press release is a quick way to meet a deadline, but it won’ t generate the coverage you are seeking in a very crowded marketplace. Take the time on the front end to write a release that gets the basics right— who, what, when, where, and why— and include a compelling headline and subhead that sums up the press release hook. Think about answering what is newsworthy, relevant or important in your headline. The sooner you catch an editor’ s attention with a good headline, the better your chances are of getting a story placement.
Keller comments,“ The biggest mistake is to pitch a‘ story’ that isn’ t a story. While I suppose it is interesting to note the mere existence of a spa, company, or product, a press release simply stating this fact isn’ t all that newsworthy. I’ m looking for a new or renovated spa, a unique service, a cool package, or an announcement that is meaningful to the industry.” Cranking out a press release without a good hook might seem like a timesaver but it won’ t save you time explaining why your press release didn’ t get picked up.
AVOID STALKING At the post press release distribution stage, it can be tempting to resend emails and make frantic follow-up phone calls. Be mindful, however, of the editor’ s workload and time constraints.
Editor-in-chief of Organic Spa Magazine, Robyn Griggs Lawrence cautions against pressure.“ Editors these days are so busy, and frequent emails asking if we’ ve had a chance to look over the pitch
“ A Facebook post with links and Twitter handles should also be included so we can easily share the news on our social media sites.”
— Sara Jones, Spa Professional Mexico
March / April 2012 ■ PULSE 37