Snagging Headlines with Strategic Media Pitching

NeoFirma is a software company with a great story to tell, but getting the word out is a challenge since the target audience is scattered across the country. In order to snag headlines across the nation in a timely and effective manner, I worked with the client to come up with a plan to streamline the media pitching process.

NeoFirma provides software as a service to small to mid-size exploration and energy companies. These companies use the software to import information into a mobile device or laptop while still in the field. Previously, they used a pen and paper to get the job done. Great story, right? We thought so.

Most of NeoFirma's clients are located in the Southern energy producing states. The pitching process began with reviewing the target areas and client lists. Names of reporters who cover energy and technology were generated using multiple databases, and some good old fashioned internet research.

The list was honed slightly when we cross referenced the information with the company's current client list. This was an important step. We knew reporters would want to localize the story for their area so we focused our efforts in the areas where the company already has clients.

A press release was developed and then the pitching began. We crafted an email to pique the interest of specific reporters, and followed-up with phone calls and emails. Once they got the gist of the story and showed interest we provided them with whatever they needed to get the story written - an interview with the president and clients in the area, logos, client lists, etc.

Stories have been picked up and printed in Texas, Oklahoma and Montana. The expansive news coverage adds content to NeoFirma's website, can be made available in a sales kit and e-blasts, and will be critical to stepping up coverage to national trade publications.

Why Some Clients Won't Use One of the Best PR Tools

I frequently write case studies for my clients. We work together to illustrate how a recent service they provided brought value to an individual or organization. I use case studies to develop press releases, website content, sales kits, media kits, etc. However, some clients are hesitant to create case studies. Their reasoning can be understandable. Some have non-disclosure agreements, others fear their clients don't want the problem they fixed to be broadly known, and some are just humble and don't want to ask or "bother" one of their clients. Here's how I help them overcome these issues.

A non-disclosure agreement is certainly a valid concern. The client signed a document stating they won't divulge information about the company's trade secrets. However, case studies can be written in a broad manner in which specific names of companies are not listed. For example, instead of saying XYZ Engineering firm, the client could reference, "A mid-sized engineering firm located in the Southwest." Providing the actual name of the company would certainly provide greater credibility, but don't miss the opportunity to share your company's capabilities because of it. More than anything potential clients want to hear how you've helped other businesses like them.

There are many who can't freely tout the work they do by virtue of their industry. These people generally fix problems that their clientele don't want shared. For example, a security installation company would have a difficult time explaining the specifics of how it made an organization safer. The company could take a similar approach as previously mentioned. I've seen some case studies where the organization develops a fictitious name for the client. However, I think this is confusing, because a similar organization may come into existence in the near future. If you decide to go this direction make sure you note the client requested anonymity.

Finally, some people aren't comfortable with bothering their clients with something that might be considered trivial. However, most people, no matter what their title, enjoy the opportunity to help others. You can make it easy on your client by writing up a few paragraphs and asking for their approval. If they aren't comfortable with it then there is no harm done, however if they approve it, you've got a great study to share.

   

Let Your Audience - Not Your Ego Decide Where to Pitch

Every would-be rock star dreams of having their picture on the cover of Rolling Stone magazine. Nothing says, "I've made it," quite like a feature in the pop-culture publication. Though none of my clients are musicians, some have dreams of being featured in specific media outlets. I sat across a conference room table from a client who made a request for me to begin pitching Forbes magazine. I responded with a question, "What good would that do you?" Forbes magazine is a national publication which features the best and the brightest in business, but how would that help him sell more medical equipment in Dallas? It wouldn't. What might be good for your ego, won't be as good for your bottom line.

Target your media pitches to the publications your audience reads, and then determine which reporter(s) might cover your story. For example, if your key audience group is senior citizens in Dallas, than go after local newspapers. Aligning your media pitching goals with your customers' demographics will ultimately help you sell more merchandise and get the recognition you deserve.  

Get More Done by Resting Actively

Active rest is the term my personal trainer used to explain why my legs rejected walking and my arms wouldn’t let me pick up anything heavier than my laptop for several days after our previous session. The oxymoron describes how one can get a more intense workout by exercising one part of the body while another is recovering. Rather than three continuous sets of squats, we incorporated an overhead press after 12 reps and so forth. The concept isn’t unlike managing my public relations business.

Delayed approvals and postponed meetings can make the wheels of progress churn at a snail’s pace, and I’m not one who handles slow-motion well. The void created by a dearth of activities is frustrating, confounding and crazy-making. During these periods I purposefully put to rest my feelings about the situation and focus my efforts on other critical parts of my business. I fill the hours with networking, blogging, helping others, and developing new services and ideas so that I can maintain my sanity. These efforts don’t provide immediate monetary rewards, but quickly improve my mental state and have long-term benefits. 

Networking is a no brainer – getting out of the confines of my office provides a huge opportunity to get my mind off the pressures of the day, and of course meet potential clients. Additionally, I learned blogging has far more benefits than I anticipated. For example, nearly all of my potential clients review my blog before our first in-person meeting. However, I started a blog as an opportunity to grow in my profession and to keep my writing skills sharp.

When looking for short-term ways to provide assistance to others, I try not to over think the opportunity. I’ll spend a little time on Twitter, LinkedIn, etc. and see who has requested a re-tweet, or needs a little help promoting an event. Finally, as a true entrepreneur, I’m always working on a new service for my company or business concept. This gives me the opportunity to continue to evolve and learn.    

Sitting still for too long weakens your mind and your body. Flex the muscle between your ears and move in the direction of progress.