Please Find Attached: Public Relations Outreach Strategies to Get through the Inbox
The process of pitching information about a company’s products or services to media outlets, bloggers, journalists, and influencers, with the goal of getting press coverage, exposure, and social media mentions, is what’s defined as PR outreach.
However, this is not an easy task, for both entrepreneurs of startups and even seasoned business leaders that have a lot of PR and marketing experience under their belts.
Additionally, there’s one big obstacle that plenty of business owners face when doing a PR outreach, and that’s the fact that they should have an initial relationship with the journalist, blogger, or influencer they’re trying to pitch to, before making a pitch in the first place.
Before digital media outlets, PR outreach used to mean getting the journalists from traditional outlets, such as TV, newspapers, or radio, to talk about a company and its products.
However, with the advent of the internet, and the prevalent use of social media platforms, social media influencers, bloggers, and other individuals meant that the pool of PR outreach has greatly increased.
Furthermore, there are plenty of benefits to PR outreach, because these are the people that can give companies a much bigger reach as well as increase a company’s credibility when they share it with their own audiences.
The goal of PR outreach is to build a strong relationship with the right people beforehand so that when the promotional email finally reaches their email inbox folder, they’ll be more than happy to open it, read it, and then talk about the company and its products or services with their own audiences.
The first step in PR outreach efforts is to create a PR outreach plan, because journalists and bloggers that aren’t familiar with the business in the first place, are less likely to talk about it. That’s why the key to a PR outreach plan is to build relationships with the key people beforehand.
The next step is to detail the story that the company will be sharing with the audience and the public in the next several months, and where that story is going to be shared. After that, it’s time to focus on the relevant journalists, bloggers, and influencers.
The most frequent channel used for PR outreach is email, however, some journalists prefer to get their pitches through other channels, which is why knowing what they prefer is key. Some prefer getting phone calls, others social media platforms, and there are even some people that prefer to get pitched at networking events.
The final piece is to make the pitch relevant to whatever is currently happening, or whatever the journalists or bloggers are already talking about. This can be a fresh perspective on a topic they’ve already covered or a relevant take on something that’s currently happening in the world.