Twitter has been incredible this week. Every day, we've stumbled across PR resources that are either informative, funny or unmissable.
Today, however, our discovery is world-beating.
The nice people at PREZLY (PR software company) released the third instalment of their PR Roundtable series. Titled How Writers Want to be Pitched - episode three reveals priceless hints and tips that all businesses & PR professionals should know if they want to get featured in the media.
The discussion is beautifully down-to-earth, revealing the best ways brands should approach influential journalists & writers.
Jesse Wynants (PREZLY founder) was joined by two brilliantly experienced media writers - Holly Brockwell (London, UK) & Kelsey Ogletree (Chicago, US).
Throughout this stunning 50-minute webinar, we were nodding along like chimps! So much of Holly and Kelsey's advice reflects what we teach in our own training seminars. For example, at one point, Holly stresses the importance of sending writers everything they need to run a story. Do not ever give a writer cause to have to chase-up information, because the harsh reality is, they'd rather not. Time is precious!
Kelsey adds further wisdom by advocating relationship-building between PRs and writers. She also believes press releases needn't be your only means of pitching a story.... sometimes, just a quick email has merit.
Watch their wonderfully relaxed chat here. Also, to make your life easier, we've summarised all their talking points below. Enjoy!
PS. We've kinda fallen in love with Holly - she fun, and pulls the funniest faces!!
06:35 – Holly’s surprising response to PRs sending mass emails
07:50 – Why Kelsey values relationship-building
13:03 – How pitching journalists & writers has changed over the years
14:40 – Holly & Kelsey disagree
15:05 – Pitching journalists on social media – yes or no?
16:55 – Dumb questions to ask a journalist
17:50 – The benefit of getting to know writers
19:00 – Kelsey reveals what makes a good pitch
20:15 – Holly & Kelsey disagree (again!)
21:10 – Stop over-selling your pitch
22:00 – Shocking research about social media in the PR industry
24:00 – Creepy ways PRs use social media
25:50 – Kelsey discusses the biggest mistake PRs make
28:20 – Holly’s biggest PR peeve (receiving story assets via WeTransfer)
30:28 – Kelsey’s biggest PR peeve (having to chase-up on story assets)
39:09 – How Kelsey filters through her emails (i.e. which ones she ignores)
40:06 - What makes a powerful subject line Vs a rubbish one?
41:35 - Holly & Kelsey agree (finally!)
42:53 – Kelsey discusses good & bad etiquette between PRs & writers
44:19 – Holly on the awkward situations writers encounter
45:55 – Holly & Kelsey give ONE piece of advice to PRs
48:00 – Should press releases be customised or one release sent to everyone?
48:20 – Kelsey doesn’t always want a press release. Instead, try this…
48:20 – How long should a pitch email be?
50:05 – Do writers prefer pitches from agencies or in-house PR teams?
51:52 – Email Vs Phone … what’s the best way to pitch a writer? (Holly is HILARIOUS here!!!)
Watch full discussion here - and thank you Jesse for your wonderful questioning.
banner image credit: PEXELS