Content creation and promotion is our bread and butter at Fractl, but most of the questions we get are tied to the promotions side of the process.
People ask us: How are you able to secure media coverage on sites like CNBC, USA Today, and more[1]?
It’s not easy, I’ll tell you that. It takes a lot of time and resources, and over the years we’ve established a set of tenets that guide our digital PR process.
I hope sharing them with you will help you refine your own strategy.
1. Research and relevancy are non-negotiable
When we surveyed 500 writers in 2019, we asked them about their biggest pitching pet peeves[2].
PR pros and journalists have a mutually beneficial relationship. We provide them a source for their posts, and they share what we produce widely with their audience.
Why is it important to avoid peeving off journalists?
The thing is, journalists receive dozens of pitch emails a day.
That’s why it’s so imperative that you craft the best possible email to them every time. You're competing with tons of other content providers for the same spot on their editorial calendar.
As it turns out, they’re most annoyed when pitches aren’t relevant to them.
While this is great insight into how to surpass many of the other pitches that land in these writers’ inboxes, it’s still tough to know how to tangibly put this into action.
Based on our experience, here are our tips for making sure your pitches are relevant to the person you’re pitching:
- What is the person’s beat? It’s often more specific than it may seem. For example, instead of digital marketing, they might only write about social media. Or instead of general health, they may write about health but