“PR Lady” Called Out by Reporter
Imagine the shock of seeing an article about your PR firm and client in an online article blasting why the reporter didn’t open your emails pitching a start up. Alyson Shontell, a reporter at Business Insider, did so in an open letter to “PR Lady” sharing the three email subject lines and why she did not find them newsworthy. As a “PR lady” myself that has managed launch campaigns for start ups and billion-dollar corporations, I can empathize with how the “lady” and her firm might have felt being called out in the article.
Ms. Shontell gave honest and constructive feedback why she didn’t open the emails, but it got me thinking about the pitch strategy the PR team chose. I’ve sat in many brainstorming sessions with clients and my team to plan the timing and series of emails to gauge and obtain reporters’ interest leading up to a launch. From looking at the subject lines it seems this might have been the case of following the client’s orders.
The first was a direct jab at a competitor – controversy and highlighting your company’s competitive edge should be key messages in a campaign, but if your company is unknown, no credibility has yet been established to give credence to your claims.
The second most likely was suppose to pique curiosity to learn more about why the company’s funding was “unique” and who the “superstar investors” are. However, as Ms. Shontell stated, she receives a tremendous amount of emails each day and does not have the time to read through each one for details, she’s relying on the subject line and first three lines of the email.
The last pitch appeared to be the headline of the news release, but as Ms. Shontell pointed out, it did not mention the newsworthy investors in the subject line. From my experience, private investors, partners and customers are often willing to be mentioned in a press release but shy away from being the main headline. Or if there are several investors, it’s impossible to list all names in a headline. However, personalized emails give us the opportunity to mention notable bits of the news that may have not met legal’s approval to be the headline.
In the end, Ms. Shontell’s post reminds public relations practioners three things:
- Know the reporter’s interests
- Personalize the pitches
- Advise the client if the news angle needs to be adjusted from what they believe should be the main hook. Afterall, is our area of expertise.
Take a look at the article, how would you change the subject lines to get a reporter’s interest, if at all?
Gina Ray On PR 