{"id":21228,"date":"2021-06-08T05:12:44","date_gmt":"2021-06-08T09:12:44","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=21228"},"modified":"2021-06-08T10:06:36","modified_gmt":"2021-06-08T14:06:36","slug":"define-target-audiences-in-public-relations-pitches","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/06\/define-target-audiences-in-public-relations-pitches\/","title":{"rendered":"Define target audiences in public relations pitches"},"content":{"rendered":"<h2>They chew gum, don\u2019t they?<\/h2>\n<figure id=\"attachment_26880\" aria-describedby=\"caption-attachment-26880\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26880\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/06\/define-target-audiences-in-public-relations-pitches\/define-target-audiences-in-public-relations-pitches\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/define-target-audiences-in-public-relations-pitches.png\" data-orig-size=\"514,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"define-target-audiences-in-public-relations-pitches\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Journalists\u2019 biggest pet peeve is pitches and releases that aren\u2019t relevant to their audiences. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/businesspeople-holding-target-against-their-faces-1011274288&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by Andrey_Popov&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/define-target-audiences-in-public-relations-pitches-300x175.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/define-target-audiences-in-public-relations-pitches.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/define-target-audiences-in-public-relations-pitches.png\" alt=\"Define target audiences in public relations\"  title=\"Define target audiences in public relations\" width=\"514\" height=\"300\" class=\"size-full wp-image-26880 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/define-target-audiences-in-public-relations-pitches.png 514w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/define-target-audiences-in-public-relations-pitches-300x175.png 300w\" data-sizes=\"(max-width: 514px) 100vw, 514px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 514px; --smush-placeholder-aspect-ratio: 514\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26880\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/06\/define-target-audiences-in-public-relations-pitches\/define-target-audiences-in-public-relations-pitches\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/define-target-audiences-in-public-relations-pitches.png\" data-orig-size=\"514,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"define-target-audiences-in-public-relations-pitches\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Journalists\u2019 biggest pet peeve is pitches and releases that aren\u2019t relevant to their audiences. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/businesspeople-holding-target-against-their-faces-1011274288&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by Andrey_Popov&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/define-target-audiences-in-public-relations-pitches-300x175.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/define-target-audiences-in-public-relations-pitches.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/define-target-audiences-in-public-relations-pitches.png\" alt=\"Define target audiences in public relations\"  title=\"Define target audiences in public relations\" width=\"514\" height=\"300\" class=\"size-full wp-image-26880\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/define-target-audiences-in-public-relations-pitches.png 514w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2019\/07\/define-target-audiences-in-public-relations-pitches-300x175.png 300w\" sizes=\"(max-width: 514px) 100vw, 514px\" \/><\/noscript><figcaption id=\"caption-attachment-26880\" class=\"wp-caption-text\">Journalists\u2019 biggest pet peeve is pitches and releases that aren\u2019t relevant to their audiences. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/businesspeople-holding-target-against-their-faces-1011274288\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by Andrey_Popov<\/em><\/a><\/figcaption><\/figure>\n<p><a href=\"https:\/\/www.inc.com\/magazine\/19910201\/4472.html\" target=\"_blank\" rel=\"noopener noreferrer\">Famous story about a pitch gone bad<\/a>:<\/p>\n<p>A PR pro at Warner-Lambert Company calls an editor at\u00a0<em>Inc.<\/em>\u00a0magazine. When, she asks, is\u00a0<em>Inc.<\/em>\u00a0going to run that story she pitched on W-L\u2019s new flavor of Trident gum?<\/p>\n<p>The editor explains that\u00a0<em>Inc.<\/em>\u00a0is a magazine for entrepreneurs and that every story the magazine runs is designed to help its readers build their businesses. Given that, the editor asks the PR pro, why would our readers be interested in a story about Trident?<\/p>\n<p>The PR pro replies: \u201cThey chew gum, don\u2019t they?\u201d<\/p>\n<p>With pitches like these, it\u2019s no wonder journalists\u2019 biggest pet peeves are releases that aren\u2019t relevant to the audiences they serve, according to a survey by Greentarget.<\/p>\n<p>So how can we write relevant releases?<\/p>\n<h3>1. Write about the reader.<\/h3>\n<p>A few years ago, the\u00a0<em>St. Louis Post-Dispatch<\/em>\u00a0did a study to learn who or what was most important to readers.<\/p>\n<h5>\u201cWhat I really like about a [release] is when it scratches my reader\u2019s itch and not your client\u2019s itch.\u201d<\/h5>\n<h6>\u2014 Trade journal editor quoted in\u00a0<em>Public Relations<\/em>\u00a0<em>Tactics<\/em><\/h6>\n<p>\u201cTheir answer was in some ways surprising. Many did not say their families, children or God,\u201d writes Dick Weiss, former writer and editor for the\u00a0<em>St. Louis Post-Dispatch.<\/em>\u00a0\u201cInstead, their answer was: \u2018Me.\u2019\u201d<\/p>\n<p>If that\u2019s what reporters\u2019 readers care about, that\u2019s what reporters care about too.<\/p>\n<p>\u201cWhat I really like about a [release],\u201d says a trade journal editor quoted in\u00a0<em>Public Relations<\/em>\u00a0<em>Tactics<\/em>\u00a0says, \u201cis when it scratches my reader\u2019s itch and not your client\u2019s itch.\u201d<\/p>\n<p>So write about the reader. Not about \u201cus and our stuff.\u201d<\/p>\n<h3>2. Offer value-added service stories.<\/h3>\n<p>More than half of business-to-business editors surveyed seek more feature releases, according to a study by Thomas Rankin Associates. Those include value-added stories like case studies and how-to stories.<\/p>\n<h5>\u201cPresent the key element \u2026 that explains how your story can benefit\u00a0Forbes\u00a0readers.\u201d<\/h5>\n<h6>\u2014\u00a0Bruce Upbin, senior editor at\u00a0<em>Forbes<\/em><\/h6>\n<p>Greentarget learned the same thing in its study: Journalists find releases that contain thought leadership \u2014 surveys, tipsheets, case studies, etc. \u2014 most valuable.<\/p>\n<p>As Bruce Upbin, senior editor at\u00a0<em>Forbes,<\/em>\u00a0counsels: \u201cPresent the key element \u2026 that explains how your story can benefit\u00a0<em>Forbes<\/em>\u00a0readers.\u201d<\/p>\n<h3>That\u2019s write about the\u00a0<em>reader<\/em>.<\/h3>\n<p>And yet, PR pros persist in writing about themselves.<\/p>\n<h5>\u201cOrganizations write press releases for themselves, not for readers.\u201d<\/h5>\n<h6>\u2014 A frustrated PR pro<\/h6>\n<p>\u201cI recently got a message from a reporter working at a small local paper who received 80 press releases in one day,\u201d writes digital communications strategist Jeremy Porter, \u201cof which only two were relevant to the information his paper covers.\u201d<\/p>\n<p>Keep doing this, and we\u2019ll be as successful as Warner-Lambert with its\u00a0<em>Inc.<\/em>\u00a0pitch.<\/p>\n<p>Even if they do chew gum.<\/p>\n<h3>Pitch a story, not a product<\/h3>\n<p>It may be my favorite pitch lead of all time:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Have you heard about the guy who mowed \u2018Will You Marry Me?\u2019 into his lawn? How about the practical joker who \u2018accidentally\u2019 dropped a fake diamond ring overboard, only to watch his girlfriend jump off their sailboat to retrieve it?<\/div>\n<p>This Korbel pitch \u2014 a PRSA\u00a0Silver Anvil Award\u00a0winner \u2014\u00a0sells a story, not sparkling wine. And that\u2019s what you want to do, too.<\/p>\n<p>The writer goes on to offer:<\/p>\n<ul>\n<li><strong>A timely angle<\/strong>(more people get engaged on Valentine\u2019s Day than on any other day of the year<\/li>\n<li><strong>A helpful tipsheet<\/strong>(\u201cTop Ten Signs He\u2019s about to Pop the Question\u201d)<\/li>\n<li><strong>Provocative story angles<\/strong>(a \u201cbe prepared\u201d piece, an article telling men how to avoid giving away the big surprise, the results of a proposal survey, an interview with an \u201cengagement expert.\u201d)<\/li>\n<\/ul>\n<p>Then contact information and a signoff \u2014 \u201cCheers!\u201d of course.<\/p>\n<p>Take a tip from Korbel: Use your pitch to sell a story, not your product. Focus on entertainment, a benefit to the reader or a timely survey. Don\u2019t just pitch a commercial.<\/p>\n<h3>Write a story, not a sales piece.<\/h3>\n<p>To make sure your pitch is relevant to reporters and their readers:<\/p>\n<ul>\n<li><strong>Find a poster child<\/strong>.Instead of writing about your product, service or issue, write about someone who\u2019s affected by it.<\/li>\n<li><strong>Focus on what your spokesperson will say<\/strong>.Instead of running a lengthy bio, pre-interview your subject matter expert. Does she have a contrarian opinion or offer a fresh point of view? That \u2014 and not a list of which boards she sits on \u2014 is the story.<\/li>\n<li><strong>Leave your company name out of the headline<\/strong>.\u00a0Newspapers rarely put company or product names in headlines. To do so on your pitch \u201cshouts to the journalist that this is a commercial for blank,\u201d says Jeff Crilley, founder of Real News PR and author of\u00a0<em>Free Publicity.<\/em><\/li>\n<li><strong>Skip the trademark symbols and repeated capitalized product and company names<\/strong>. They\u2019re not necessary in an informal emailed pitch, and they scream \u201ccommercial,\u201d says Michael Schiferl, senior vice president\/director of media relations for Weber Shandwick Worldwide.<\/li>\n<li><strong>Focus on the story<\/strong>.\u201cGo buy a bunch of the current magazines in the field, peruse those, get in the mindset of the editor and see how things are framed,\u201d advises NASA PR pro Nicole Cloutier. \u201cThen step away and let it gel.\u201d<\/li>\n<\/ul>\n<h3>NASA pitches space food.<\/h3>\n<p>That approach allows NASA\u2019s Cloutier to go beyond \u201cwhat\u2019s happening tomorrow\u201d by\u00a0digging up real stories like this one for media pitches:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">How do you prepare a tasty Thanksgiving meal that must be packaged months in advance, sent to Russia for shipping, require no refrigeration, and be eaten without creating crumbs?<\/div>\n<p>I don\u2019t know, but I can\u2019t wait to find out. Because it\u2019s a story, not a commercial.<\/p>\n<div id='MC-PR-TLR' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-44\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"NOT Your Father\u2019s PR Writing workshops\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/press-release-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/pr-writing-training.png\" alt=\"NOT Your Father\u2019s PR Writing  workshops\" title=\"NOT Your Father\u2019s PR Writing workshops\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/pr-writing-training.png\" alt=\"NOT Your Father\u2019s PR Writing  workshops\" title=\"NOT Your Father\u2019s PR Writing workshops\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you write PR pieces that get covered?<\/h3>\r\n<p>Some 55% to 97% of all releases sent to media outlets are never used, according to Dennis L. Wilcox and Lawrence W. Nolte\u2019s <em>Public Relations Writing and Media Techniques<\/em>.<\/p>\r\n\r\n<p>So how can you create PR pieces that are among the 3% to 45% of those that actually get the word out?<\/p>\r\n\r\n<p>Learn how to write PR copy that editors won\u2019t be able to pass up at our <a title=\"NOT Your Father\u2019s PR Writing workshops\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/press-release-writing-course\/\" target=\"\" rel=\"noopener\"><strong>NOT Your Father\u2019s PR Writing workshops<\/strong><\/a>.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to go beyond \u201cnew and improved\u201d to develop story angles that readers want to read \u2026 and that journalists and bloggers want to run.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/press-release-writing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/press-release-writing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n<p>____<\/p>\n<p>Source:<\/p>\n<p>\u201cPerfect Email Pitches: Master PR Scribes Reveal How to Craft Copy That Turns Heads and Earns Media Ink,\u201d Bulldog Reporter\u2019s PR University teleseminar, Sept. 18, 2008<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u2018They chew gum, don\u2019t they?\u2019<\/p>\n","protected":false},"author":6,"featured_media":26880,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45],"tags":[524,424,510],"class_list":{"0":"post-21228","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-pr-writing","8":"tag-newspapers","9":"tag-pitches","10":"tag-story-angle","11":"entry"},"yoast_head":"<!-- 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