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The Art of Pitching

TechCrunch Has Had It with Your Spam Pitches

spam meat

Yesterday gave the tech PR world a small gift and a big warning: stop spamming TechCrunch writers.

Roman Dillet noticed that certain companies had been selling his email and those of his fellow contributors as part of a list that looks a whole lot like a tool enabling mass email pitches. In response, he posted a screed (URL “please-dont-spam-us”) implicitly urging everyone to stop sending him the sort of automated blasts that might as well bear “PLEASE DELETE THIS MESSAGE NOW” subject lines.

Dillet followed with some Pitching 101 advice, the most important parts of which you all know: do a little research on a given blogger’s beat so you can best determine who will be interested in the story you’re dying to share. And please at least give the appearance of time spent on personalization. Bloggers may be cynical, malnourished emotional discontents who desperately need a little more serotonin and a little less alcohol–but we’re not robots. They’re all busy writing AP’s financial reports.

TechCrunch blogger Sarah Buhr also simplified the idea in a comment on one of the press list providers’ pages:

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5 Not-So-Secrets to Writing Great Headlines

Headline Writing Tips

You dream about these too? 

I am happy — dare I say, damn proud — to be a Texan. However, I am one of the most enthusiastic fans of the New York Post I know. One reason — headlines.

The copywriters there are allowed to swig Red Bulls until their eyeballs as jittery as Justin Bieber’s hands following a long night out. (Because he’s never used that stuff. Yeah, right.) Some of the most ballsy headlines for major events comes from the scrivener wonderland, and it got me thinking: “How many methods have we forgotten when it comes to writing headlines?”

I’ll bet many. So, here’s the Top 5 for your flacky needs…

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Google PR Responds ‘Ugh’ to San Francisco Bus Protests

google-commuter-bus-protestWhen you are the ubiquitous king of the mountain, you can pretty much to do whatever you want to the minions, serfs and peons trying climb up each side. Watch them, wave at them, ignore them or kick them, it doesn’t really matter — that’s free enterprise.

That monarch of modern-day commerce is Google.

And they rarely respond to anything because, whelp, they don’t have to do that. That is, unless you accidentally retort to a Mission Local reporter with a flippant “Ugh” about tumultuous bus protests in the city, which Google is the big bad wolf to blame.

And that’s what happened. You see, if you work in Google’s PR department, you don’t have to do much but sit on your tail and collect a check. Except now, they are all asking themselves how to spell “p-i-t-c-h-i-n-g-p-r-o-t-o-c-o-l” via Gmail messenger.

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Journalists Actually Want More Social Media Pitches

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A few weeks ago we asked whether PR should pitch journalists directly via Twitter and got a very mixed response. Now the third annual “Social Journalism Study” performed by Cision seems to confirm that, where pitches are concerned, we’re an industry in flux: for now, at least, the vast majority will still be delivered via the digital equivalent of snail mail.

The least surprising conclusion drawn from the study (available for download here) is that 82% of journalists would like their PR contacts to use email. There’s a bit more to this one, though: it seems that a large share of participants would also appreciate more contact via social.

Further conclusions after the jump, of course…

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