Making Media Relations Human Again


May eight, 2018

Journalists are inundated with a relentless flood of pitches and press releases—and, as the Hustle’s Kendall Baker writes in his open letter to PR professionals, “they all suck.”

“Well, not all of them,” he concedes. “Some are fine. But the majority of the time, the pitches I get from you guys are downright awful.”

Ouch! What’s a savvy PR particular person to do?

The fact is, Kendall is true to offer comms individuals a bit powerful love. Journalists are busy individuals and so they’re sick of studying by way of copy-and-pasted messages or emails which have been blasted to a whole bunch of others. They don’t have time to learn by way of all of the hyperlinks you simply despatched them on the off probability that it may lead to an fascinating article or drive site visitors to their web site. You want to offer them a compelling purpose why your story would add worth to their publication, in any other case, they’re going to lose curiosity—quick, and also you’re completed

The excellent news is, I’d wish to share my secret hack with you, and I can assure that it’ll show you how to “unsuck” your pitches. Welcome to video pitching.

Take Your Pitches From Zero to Hero with Video

Video pitching cures what so usually ails the sorts of generic and impersonal messages that journalists like Kendall are so bored with getting. By nature, video is attention-grabbing and private. In reality, after I first gave video pitching a trial run, my pitches acquired practically 50% greater engagement than my text-based makes an attempt Not solely will you allow an impression, however permitting a reporter to “meet” you over video can open up alternatives for an ongoing relationship down the road.

(Speaking of leaving an impression, I’ll have given P.J. Bednarski, former Editor of Online Video Daily and VidBlog, a little bit of a shock when he acquired one in all my first video pitches. You can learn all about it in my how-to publish on video pitching.)

That’s to not say that video pitching alone is a catch-all. Just since you’re capable of seize somebody’s consideration with video doesn’t imply you’re off the hook in the case of including worth to their day. Your pitch ought to nonetheless reveal that you just’ve completed your analysis on the publication and present how your piece could be of curiosity to their viewers (or open them as much as new readership). Combine considerate outreach with the facility of video and await the editors’ responses to come back rolling in.

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How to Craft a Great Video Pitch

If you’re satisfied that it’s time to offer video pitching a shot—nice! I’ve some suggestions and finest practices that I’ve discovered over the previous 12 months of experimenting with video pitching that I’m joyful to share with you.

(Psst, for those who don’t have already got a screen-recording instrument, now’s the time to obtain one. I like my firm’s free Chrome extension for this!)

1. Do Your Homework

Each video pitch must be custom-tailored to its recipient, so remember to do your due diligence. What varieties of articles does the publication you’re pitching to usually publish? What makes your concept an excellent match? Why will their viewers have an interest?

2. Skip the Script

You need to your pitch to have interaction your viewers, however you don’t need to sound compelled. I’d suggest jotting down just a few factors forward of time so that you’re positive to hit in your key concepts, however in any other case, don’t plan what you’re going to say. Your message will appear that rather more private and real if it’s unrehearsed. If a hearth truck drives by in the midst of your video, add a bit joke in there like I did beneath. You’re actual, and life round you is simply too.

three. Keep it Concise

I all the time intention for 30 seconds max, however I additionally all the time are likely to go over! 30 seconds looks like it might be brief sufficient to carry the eye of a busy reporter, however lengthy sufficient to indicate how you’d add worth to their publication. If they need extra, they’ll ask for it.

four. If at First You Don’t Succeed… Try Again!

You may really feel a bit awkward on digicam at first and that’s completely regular. Give your self just a few no-pressure trial runs to experiment and I assure you’ll loosen up. When I first began video pitching, I’d take 5-10 (typically extra…) movies earlier than I used to be proud of the ultimate end result. Today, I do it multi function shot.

That’s nice in idea however what about in observe? 

5 Video Pitch Examples

I’ve rounded up a sequence of examples from previous pitches I’ve completed that you should utilize as inspiration. Check them out beneath.

1. Video Pitching a Speaker

My first instance comes from after I pitched our CEO for a giant talking engagement. And I didn’t maintain again on this one—I went proper to the CEO and co-founder of VentureBeat, Matt Marshall. For a man who should get pitched ALL the time, he positive obtained again to me fairly rapidly with a word that he liked my personalised video, too, adopted by an intro to his speaker lead.

Sandy video pitch message

Sandy video pitch email response

2. Making Introductions to Fellow Panelists

In this subsequent occasion, I used to be about to go converse on a panel for Young Women in Business, and I didn’t know any of my fellow panelists. I don’t find out about you, however I all the time discover it awkward strolling onto a stage with out having any concept who else is up there with me. I made this video to say hey to them and break the ice upfront. It was acquired with very heat responses!

In this subsequent instance, I attempted pitching the Twitter and LinkedIn universes on a latest product replace, simply to see what would occur. What occurred, you may ask? Well, 6 favs, and 1 RT, that’s what. I believe video is a good way to have interaction on massive announcement days and I’ll positively be utilizing this tactic sooner or later!

three. Responding to a Reporter Request

Reporter requests have all the time been an space of battle for me, however after I add video pitches to my replies, my odds go up two-fold. In this instance, Ashley wrote me again immediately, supplied me the spot, and ended up publishing my opinions in this piece and gave me an entire creator profile too. I’ve used video pitching ever since!

four. Connecting with Conference Attendees

In this following occasion, I needed everybody to know that I used to be heading to the Unbounce Call to Action Conference—together with plenty of reporters who had pinged me that they’d be on website. I made this video and pushed all of it throughout my Twitter and LinkedIn. I had a ton of engagement: 4RTs, a load of feedback, and 15 Favs! In addition, individuals who I had by no means seen or met earlier than got here as much as me on the occasion and informed me that that they had watched my “video.” Woohoo!

In reality, my first video was so profitable, that I made a decision to do just a few follow-up movies from the Call to Action convention, too. I’ve included one beneath:

5. Follow-Up Messages and Building Rapport

Have you already pitched a reporter? In this subsequent instance, the reporter wrote again, requesting extra data on the pitch. I made a decision to make them a video to allow them to know that I used to be on it whereas additionally introducing myself to them. Video is a good way to construct widespread floor and tighten up a relationship.

Bonus: (Another) Speaking Engagement Pitch

I do know I already gave an instance of pitching a speaker, however this one was too good to not share! In this remaining instance, I used to be pitching our CEO, Michael Litt, to talk at an upcoming, high-end tech convention referred to as Fortune Brainstorm Tech. Given that Adam Lashinsky in all probability receives a whole bunch of emails per day, I didn’t count on a reply. Video clearly labored although; I used to be joyful to see his response shortly after. He even launched me to his colleague, Marlene, to select up the dialog.

I hope this publish has been useful and that you just’re excited to experiment with video pitching. Connect with me on Twitter @SandyCanvas and let me know the way it goes—I’d love to listen to how individuals reply to you once they discover a video pitch of their inbox!

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A model of this piece initially appeared on SpinSucks.

Sandy Pell

Sandy Pell is head of company communications and public relations at Vidyard. In her spare time, she’s an avid bicycle owner, has co-founded YVRPR, a Vancouver-based public relations neighborhood with greater than 150+ senior communications professionals, and paints custom, large-scale, industrial murals.



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