30-second summary:
- Social media can provide a personable avenue for starting a connection.
- Keeping connections on social media and emails consistent allows for a solid flow through the construction of a relationship.
- Compliments and details are valuable if used in the correct context in conjunction with a relevant pitch.
- Media Relations Lead Nicole Franco shares personalization tips and tricks on sending both professional and personalized media pitches.
Marketers who strive to build backlinks and brand awareness often engage in digital PR.
But creating amazing content and then pitching that content to writers is not an easy earned media[1] strategy. The outreach alone can cause many marketers to struggle and eventually give up on the tactic.
However, although easier said than done, appealing to the writer away from a regular pitch email can set any market apart from the wave of emails a journalist receives daily[2].
Read on to discover several ways to not only compose an exceptional media relations email but also how-to create organic, personalized relationships with writers by utilizing social media.
Technique #1: Complimenting via Instagram
One natural way to start a relationship with an editor or journalist is to start the connection via Instagram.
First, add them and maybe like their most recent post. Read the situation, maybe leave a witty comment or compliment on a relevant post relating to the content of a potential pitch.
After a minor connection has been made, send them a message or email regarding their Instagram post while mentioning your content and ideas for a collaboration.
Below is an example of a potential way to reach out to an editor. Keep in mind the content you are pitching and if it’s a serious topic. Editors covering lifestyle topics would be keener