STOP sending press releases.
Please, don’t send press releases. They are awful. You are spamming very busy journalists, who do not know you, with your story. If you received hundreds of emails a day would a word document and a few images inspire you to feature the story?
The process we have developed for helping our authors is very different.
1. We don’t send press releases straight away. A crucial point here is you do have to send information but the way in which you do it is of paramount importance.
2. Get to know the journalist, blogger or reviewer you are pitching. Maybe retweet some of their content. Reply to their tweets and build up a rapport.
3. Twitter is most certainly your friend for this process.
4. Examine what the journalist, reviewer or blogger have written in the past. Do they cover the topics you are pitching? Have they written on this topic before? If so you are far more likely to be successful with your pitch.
5. When you first make contact show that you have read some of your targets work. Discuss a recent article they wrote. Flattery does work, and it is courteous to show interest in their writing.
6. Once there is interest from your target, provide a link where they can read more. I would advise a basic web page or blog post. Less is always more. They are getting pitched regularly. Get to the point and don’t waste their time.
7. For bonus points write a piece in the tone and style of their publication. Essentially do their work for them.
