So last week I get this pitch – it’s an infographic about…actually it wouldn’t be fair to identify the person who sent it, it’s just an infographic and it concerns a technology issue. The covering note says the PR executive thought it might work for my blog.
Nice though it would be to think that this blog is getting noticed, it would be a completely wrong thing for me to include so I disregard it. My best guess is that many people have had a similar note because we’re on a list of technology journalists. That is of course fine and respectable.
Then this morning I get the follow-up note to ask whether it’s any use for my blog. I reply and explain I’m not sure which blog she means. “Your technology blog”, comes the response.
Pitch to something that exists
I’m racking my brain here trying to think of anything at all I write that could be construed a technology blog. Let’s discount anything that’s been dead (or which someone else has taken over) for a year or more; this is a paid, professional PR person and part of her job is to keep up to date with who’s doing what.
So I can confirm here: I do not and have not recently written a technology blog at all. You can pitch what you want at it, since it doesn’t exist I’m positive it will do you no good.
This isn’t the first time I’ve been aware of people pitching to nonexistent publications. A colleague of mine used to work on a magazine that closed down. She had a call from a PR person asking whether she’d be able to include the case of wine she’d just sent by courier (which my colleague hadn’t received). No, she replied, the magazine has closed. “But I’ve sent the wine now!” came the angry response; fascinating, said my colleague, where did you send it, since we no longer have an office?
Again, for several years I was associated with a section in the Guardian called “Small Business Solutions” (then “Business Solutions”, then “Business Sense”, but it remained focused on the small business market). I didn’t edit it, but was in it so often a number of people got the impression I did, so they sent me pitches. More than once I had a pitch offering me a new director of a small business client for the “people page”.
You know what’s coming next. I worked on that supplement for nine years and we never, literally never, had a people page.
Do your research
Here’s now it works. PR people pitch ideas to journalists and whatever some hacks tell you about resisting the approach and getting sucked into the PR machine, we need it. Without ideas and fresh input we dry up, it’s as simple as that. So however reluctant or damned rude some journalists are, they need you but we do get a lot of pitches so they need to be sharp.
And one way you can sharpen them better than some of the competition – and as you’ll have gathered this was true as of this morning – is to make sure you’re pitching to a publication or part thereof that actually exists. This is fundamental market research. Yes, the amount of blogs out there makes it difficult to keep track of us all but there are press agencies out there which specialise in this sort of monitoring. It’s part of the PR job, and if you went into it voluntarily then it’s reasonable to expect you to make the effort.
Overall the quality of pitch from PR people has shot up in the 26 years I’ve been a journalist. But the schoolchild errors are still being made – and failing to check that your target publication actually exists is probably the worst.