Ditch the Spam, Pitch the Content

If you've ever been on the receiving end of bad pitches, you know the feeling of sheer exasperation when yet another example of terrible PR arrives in your inbox. In that moment, someone could be excused for agreeing with the statement "Pitch=Spam." But it isn't true in a general sense. And that's why Jason Kintzler of the PitchEngine blog took exception when he saw those precise words in a tweet from a journalist/blogger to a public relations rookie.

"Interesting take, right?" he notes in a recent post on the topic. "So, how does this guy get his news anyway?"

Kintzler's rhetorical question perfectly frames the mutually beneficial relationship between writers and marketers. Yes, you benefit from the coverage they provide. But they need you, too—many publications would grind to a halt without a steady flow of fresh material.

So when you put a pitch together, think like an editor. Is the story idea fresh and relevant? Is it consistent with a publication's usual editorial? Does it have all the elements needed to turn out a solid article—contact information for interviews, hi-res images and links to supporting material? In other words, can an editor look at your pitch and instantly envision a two-page spread? If you do your job correctly, your pitch not only isn't spam, it's content.

The Po!nt: "[There are] always going to be a few snake oil salesman out there pitching their wares like third-hand used cars," says Kintzler. "For the rest of us, this is the time to change our approach and look for more innovative ways to serve journalists and bloggers both."

Source: PitchEngine. Click here for the full post.

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