If you, as a client, are working with your PR agency to unleash a new media relations campaign to promote a new product or service, consider first that…
- professionals working in an editorial environment are grossly outnumbered by PR practitioners by a margin of 5:1.
- The most coveted journalists at top-tier media outlets may see close to 30,000 pitchers per year.
- A large percentage of journalists may never read your email pitch because of a bad subject line.
So is your media relations campaign worth it in light of all the time and resources, and challenges, it takes to execute a successful one?
Well consider this: despite the rising influence of social media, word-of-mouth marketing, and online reviews, earned media continues to overshadow all sources of commercial information as being the most trusted and most influential.
- 92% percent of consumers around the world say they trust earned media (Webbed Feet).
- Brands relying on earned media marketing save over $14 dollars for every new customer acquired (Hubspot).
- Earned media drives 4 times the brand lift of paid media and 51% of millennials are more likely to be influenced by earned media. (BazaarVoice).
Jami Oetting, editor of “Agency Post,” recently published How to Pitch Editors & Win More PR for Your Agency. While Jami’s post is aimed at the blog’s primary audience of communications agency professionals, as an editor who receives dozens of pitches each week her post is also very relevant to most any small business looking to gain more attention via media exposure.
Below is the intro to her post. To read it in its entirety, just follow this link.
Your agency is doing great work. Your clients love you. You’ve got a team of smart, talented creatives, strategists, and digital marketers.
But you’re not getting the attention you want — even deserve.
Gaining attention from the press and getting published in industry publications is one way to build your agency’s brand, increase your visible expertise, improve your credibility, and win more new business.
But it’s not easy getting the attention of editors and writers.