Dustin Siggins’ Post

Attention Leadership: Who you know matters a lot less than what you have to say. Take it from the #journalists: they need good stories, not PR buddies. If the story to tell is about you and not about helping (READ: Not about saving money) the audiences you hope to reach, it doesn't matter if your #PublicRelations person is married to the editor, you won't get a story. #FreeAdvice #BusinessStrategy #Storytelling #StrategicCommunications #marketing

This post by Allison Carter of PR Daily makes a really important point. Some clients ask about my "journalist friends" or question my knowledge of specific industries. But I always explain that it’s not about who I know or particular expertise in every sector. What matters is the story itself. My job is to package my clients' news into a story that grabs attention and interests the media audience. It’s about crafting a great subject line and giving journalists a solid reason to write about my clients' products or services. The key is making it targeted, timely and newsworthy. That’s how myself and my team have successfully pitched stories across different industries, whether cybersecurity, food and drink, fashion, or technology, to journalists we have never met (and still haven't met).

We talk to many potential Full Swing Public Relations clients who want to know about "our relationships" with members of the media. I tell them this is a myth. It doesn't really matter who you know; what's much more important is that your pitch is succinct, newsworthy, and adds value to the lives of their viewers/readers/listeners. I've been turned down many times by journalists I know. Nothing beats having a solid pitch, and that's why former journalists tend to make the best PR pros in my opinion. Even with a good pitch, you may receive a "not right now" and have a reporter come back to you in the future. Another reason you can't rely on relationships: There's a lot of turnover in journalism. Journalists are notoriously underpaid. Prioritize smart pitching over knowing someone or worse, knowing someone who knows someone.

ALMOST EVERY DAY... A prospective client asks us: "How many reporters do you know?" That seems like an intelligent, sophisticated, and reasonable question. However... The better question is: "How many reporters know you?" The best question is: "How many reporters trust you?" But the reality is: It's not about who you know or who knows you. It's really about whether you have: 1. good (AKA newsworthy) stories and 2. how well you present, frame, and pitch it. I could be **the best man** at the editor's wedding, but if I don't have a good story for his audience, he won't and can't run it. It doesn't matter if it's The New York Times, The Wall Street Journal, TechCrunch, NBC News, or The Mayberry Monthly. (I'll add resource links in the comments.) Journalists cover the stories that interest, inform, and influence their audience. If they run stories that aren't that, they lose the audience. When they lose the audience, they lose credibility – and revenue (paid ads and subscribers). When they lose income, there are cuts. When there are cuts, there are layoffs. It's that simple. It's not about favors or bribery. 🚫 That's unethical! If you don't believe me, Allison Carter, who edits for a PR industry outlet, shared this post...

Clarity, relevance, timing, and fit are all critical components of your PR strategy. 👌🏽

It's so refreshing to see an editor saying this. 😭 You need a fully baked story that is relevant and new to cut through the clutter—even if the recipient of your pitch knows and likes you! #publicrelations #mediarelations #communications

Media Relations Tip of the Day - Media relationships back in the day may have offered an easier way to secure coverage for your client, but the landscape has definitely changed over the last decade. In regards to working with PR execs now, this EIC wrote: "Speaking for just myself, if I know you, I'll open your email, read it carefully and let you know if it's a yes or a no." How to secure coverage for your client - have an insightful subject line and offer interesting, targeted, and relevant content in the body of your pitch. #mediarelations #mediacoverage #mediaoutreach

PR pros often misinterpret what "personalize/customize a pitch" means for journalists. Sure, it's nice if you spell my name right (two Ls, people! As God intended) and compliment my LinkedIn presence. But at the end of the day, the customization that gets you ink is knowing what that particular journalist needs to do their job. What they cover, what their audience values. Everything else is just a niceity.

Well put. We regularly tell clients that journalists have to put out 2-3 articles a day. Helping them do that - helping them earn their paycheck - is the key to success. And the only way to help them earn the paycheck is to customize a pitch with the Three Ts: The right TOPIC At the right TIME From someone with the right TITLE

So rare to get tips like this. take note