How Many Hooks to Catch a Fish?
At any given time, there are probably 150 different media pitches being drafted at our agency. We’re trying to get influencers interested in new companies, new products, new features, new ideas.
Most of these pitches are quick, pithy, and impactful.
Some are overstuffed. The “overstuffed” pitches tend to be the ones that our clients insist on helping us craft. These clients are anxious about ensuring that every point is convincingly addressed for the prospective writer.
In order to catch the proverbial fish, the PR pro puts a worm on a hook. To catch that same fish, many marketers prefer to present a fully-prepared platter to the roiling oceans — and invite the fishies to hop onto the plate.
It’s true that more than ever, the PR team needs to present a complete package to the journalists, i.e., client execs, customer contacts, briefed analysts, and market trend proofpoints. But, those accoutrements tend to work best after the fish is on-the-hook.
To give antsy clients some confidence that yes, the fish will be caught, it’s important to remind them of the premise of “Failing Fast.” Once the PR team is equipped with a strong core storyline, they should be free to adjust their approach to pitching on-the-fly, without the need for further approval cycles.
Pitch #1 ain’t working? Try Pitch #2 with a different spin. Still not catching fish? Try the more (aggressive? surprising? weird? mysterious?) Pitch #3. And so on.
This can and should happen within hours, not days, and there’s little need for the client to be involved in each pitch cycle since they already presumably a) hired an agency they trust and b) approved the core storyline.
That’s not to say I’m advocating that clients ignore the process or (more crudely) “just let us do our jobs.”
Rather, successful programs are marked by clients who help with all the advance spadework to craft a strong approach, and subsequently check-in to see how they might help the agency reps further season the story as needed — sometimes on an hour-by-hour or journalist-by-journalist basis.
It’s never about panic or recrimination in such cases. It’s about reeling in the fish.
Posted on: October 12, 2009 at 12:29 pm By Todd Defren
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How Many Hooks to Catch a Fish?PR-Squared [link to post] -
Good article RT @bobmckinlay: The ever-evolving media pitch writing process: [link to post] -
The ever-evolving media pitch writing process: [link to post] -
The pitch and the client: How Many Hooks to Catch a Fish? [link to post] -
RT @pilariglesias The pitch and the client: How Many Hooks to Catch a Fish? [link to post] -
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An interesting pespective on pitching stories RT @tweetmeme How Many Hooks to Catch a Fish? [link to post] -
Great post as we’re all guilty of over pitching. RT @tdefren How Many Hooks to Catch a Fish? [link to post] -
RT @tdefren How Many Hooks to Catch a Fish? [link to post] Great tips on writing media pitches -
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RT @TDefren A post for PR pros, on warding off overstuffed pitches (and how clients can help – or hurt – the process). [link to post] -
@TDefren examines the many ways to hook a fish. [link to post] -
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How Many Hooks to Catch a Fish? via @TDefren: A post for PR pros on warding off overstuffed pitches [link to post] #fb -
RT @amandala: A post for PR pros, on warding off overstuffed pitches (and how clients can help – or hurt – the process). [link to post] -
Great! RT @ShannonPalmer RT @TDefren For PR pros on warding off overstuffed pitches & how clients can help/hurt process [link to post] -
Good PR pitching is like fishing: don’t overload your hook…and don’t hesitate to change your bait. [link to post] (via @tdefren) -
@TDefren: PR Post – Warding off overstuffed pitches (how clients can help/hurt) [link to post] -
RT @TDefren: A post for PR pros, on warding off overstuffed pitches (and how clients can help – or hurt – the process). [link to post]
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Todd, I agree that when trying to come up with a catchy media pitch, the alterations should be made within hours, not days. Yes, it can be stressful to have a client breathing down your back, but they should remain active in the process, not left in the dark. After all, in the long run, they can only help you. No other source can clearly and simply present the exact image they strive for better than the actual client itself.
Because pitches should be tweaked in hours and not over the course of a few days, I see why it would ultimately be more difficult to keep the client involved and in close contact. In some cases it might be easier for clients to put all their faith in an agency and pray for the best. They pay for its reputation. On the other hand, they are paying a lot of money so really they can be as involved in the process as they deem appropriate and important. Being a part of the process and witnessing an agency at work, builds that trust even more and makes a successful program.
I do have one question about this approach; while you address the client side of the debate, are you suggesting that multiple, reworked pitches be aimed at the same media professionals repeatedly if an original draft doesn’t resonate? What effect does that have on the media relations side of a PR professional’s job? While a client may be blissfully aloof (and I agree with you there; no need to ask someone without PR knowledge how to do your PR job), I’m concerned that media may start to view repeated pitches like junk mail and file them straight into the trash. How do you suggest avoiding that fate?
I completely agree with Kelly. Many clients are often misguided in their understanding of pitching to the media. Often, it’s better that they help put together the main story and let the PR professional add the flair. It might be a little tough, but clients sometimes need to ease up on the reigns a bit and trust that the PR person they’re working with is called a professional for a reason.
Tessa Carroll
VBP OutSourcing
http://www.blogs.vbpoutsourcing.com
I think you took the words out of a lot of PR professionals’ mouths. Pitching can be a challenge for some clients to understand the process and “let go” for the PR team to manage. I think the best experiences–and best results for that matter–come from a working relationship with the PR contact from both ends. Let us “tease” the story with just enough information to encourage media engagement with the client experts. Thanks, Todd!