casseracommunications.com

What to Do When The Media is Just Not that Into You

melissa — Thu, 19 Aug 2010 19:50:44 +0000

It’s inevitable. You send a pitch to the media and then….nothing. Now you start to worry. Will they respond to my email? Will they call? Days or weeks go by and you follow up again. Nothing. Your brain overloads with thoughts:

· Maybe it went in their junk mail?

· Maybe they never got my message?

· Maybe they are too busy and will get back to me another day?

· Maybe they hated it.

· Maybe they hate me.

· I suck.

· PR sucks.

· I give up.

Does this situation sound familiar?

I remember when I was a needy, angst-y youth – I would wait by the phone for the boy I liked to call. Then I would ponder every possible excuse why he didn’t (maybe he lost his beeper, or got stuck at football practice, or fell in a ditch?) Reality was…he just wasn’t in to me. All those hopeless days and sleepless nights waiting by the phone when the answer was right in front of me. When the book, and following movie, appropriately titled “He’s Just Not That Into You” came out, I was well past my years of dating and already happily married. But I started to think that these pearls of wisdom can also be applied to other areas of life.

When you’re pitching the media, following up, and trying your hardest to get a placement – sometimes the answer is The Media is Just Not that Into You.

Let me explain.

If the media thinks your product is a great fit for what they are working on at that time, they will let you know right away. If they think you are a great source for a story, they usually contact you almost immediately to schedule an interview.

If you hear nothing, the reality is that it’s just not a fit for them at this time.

It doesn’t mean that they won’t archive your pitch for future use (I’ve had editors contact me a year after I sent a pitch). It could also mean that your pitch won’t be a right fit for plenty of other reasons that are not in your control. I’ve seen products turned down because they weren’t the right color, they were too small, too large, geared toward too old or too young of an age group, because it didn’t fit the editor’s taste, it was too cheap, too expensive, etc.

More than 90% of pitches to the media are turned down. Don’t take it personal.

However, understanding why the media doesn’t want to cover your business makes it much easier to stay encouraged with your campaign. The keys to a great publicity campaign are patience, persistence and setting appropriate expectations. If you’re dating, you’re likely practicing these three things as well – patience to find the right match, persistence in not giving up when you find a lot of bad matches, and making sure you’re not expecting Prince Charming to sweep through the door. In fact, expectations can also contribute to a failed marriage (trust me – I was dangerously close to one).

Taking some themes from “He’s Just Not that Into You” (the book and movie) – here are some ideas for aligning the proper expectations in your publicity campaign!

“The Exception, Not the Rule”

“Your neighbor’s best friend’s mom met a man in a bar and he gave up his macho-ways to marry her in 3 months.”

As the movie quotes – “This is the exception, not the rule.” Whether this is true (or likely here-say) this is a chance encounter, not something that normally happens.

From a publicity perspective, have you ever heard the following: “So and so contacted Oprah Magazine and heard right back from them and a month later they had a 4-page feature in their issue.” Or, “Molly media-pants told me that she got picked up in every major magazine without even pitching. They just found her randomly!”

Not to say that these situations never happen, but don’t bank on them. Publicity is a lot of work. There is no secret sauce or quick tip to getting publicity for your business. It takes ongoing time and effort to really achieve the results you desire.

Go into your publicity campaign understanding that you will get out what you put in. No whining, no excuses. No listening to crazy, hyped up stories from Publicity Romantics. Put in the effort required, and you will get results.

“If a guy doesn't call you, he doesn't want to call you.”

It took me a long time to accept this in my personal life. Good thing my now-husband wanted to call me, and also marry me J

With the media, if they want to feature your product, your business, or use you as a source – they will call you (or use some other form of communication to get in touch). If you’re trying to connect with someone and they are not returning your calls and emails – move on.

Fortunately in publicity, moving on doesn’t necessarily mean never re-connecting with that person again. It just means you need a new approach, a new product, a new way of presenting that might pique their interest, or just better timing. The more you practice pitching, study the media you’re trying to connect with, and think about how to make your business more “media-worthy” the more interest you will gain.

Think of it as a “business media-makeover!”

“Cut your losses and don't waste your time”

Rejection kind of sucks.

I moonlight as an actress, TV Host and spokesperson, and I have to tell you that I get rejected A LOT. I’m pinned up against thousands of other people that are prettier, smarter, have more training, have better connections, etc. When I leave an audition, I take three deep breaths and just let it go. I can’t change anything I did in that room.

If you get an absolute “no” from a media outlet (and it will happen), don’t feel discouraged. Cut your losses on that pitch, and move on.

Some “no’s” I’ve heard for clients are:

· It doesn’t fit the demographic of the magazine (too old, too young)

· It’s not a new launch (and by new launch, that means out the same month as the coverage – remember magazines work 4-6 months ahead so your new launches need to be planned far in advance)

· It’s not widely available (sold in a big box retailer)

· It’s too expensive, or too cheap

· It’s not something they think their readers would actually use

· The packaging or the product itself does not photograph well

· You don’t have the credentials they need for an expert

· Your interview did not result in anything they were interested in printing

Some of the above items can be fixed – either by launching a new product, changing your packaging, or perfecting your interview skills. However, I don’t recommend an overhaul of your business just to try and fit the needs of one outlet. I do recommend being more aware of the reasons it won’t fit, and how that works in the bigger picture of your business.

Remember, there are plenty of other fish in the sea. Don’t let a “no” from a big magazine crush your dreams. We all get rejected….it’s how you deal with the rejection that ultimately matters.

…also on Savor the Success

PR for Businesses that Don’t Target Consumers

melissa — Tue, 10 Aug 2010 13:57:53 +0000

Business to Business PR may differ in name from Business to Consumer PR – but the practice is essentially the same.

If you have a business that caters to other businesses, you have a great tool at your disposal – trade publications.

Almost every industry has a trade publication. The Wedding industry has Vows Magazine. Children's fashion is Earnshaw's. Toy industry has TD Monthly. A simple Google search using the target industry (toy, beauty, fashion, digital, software, etc) and the words "trade publication" will yield several results. Pitch your company news or – for a stronger pitch – pitch yourself as an expert that can contribute to an article. For example, if you're a Social Media Expert, you can pitch a tip sheet specific to a particular industry on how they can use Twitter/Facebook or emerging platforms like Foursquare to market. Trade publications often appreciate this type of content for their readers.

Also check out general business publications like Entrepreneur and Businessweek. CNN, MSNBC and Fox News feature programs ripe for B2B news.

Another great way to obtain press is searching for your local business journal. They often have local business profiles and opportunities for business awards such as "Best Places to Work."

As with all PR efforts, take the time to research the outlets before pitching. You will need to know what stories they cover and how you can contribute before reaching out to them. Start by making an excel list of all the B2B outlets relevant to your company, and then become familiar with them. Then craft a pitch tailored specifically to each one.

Happy Pitching!

Pitch Topic Ideas

melissa — Wed, 28 Jul 2010 14:47:33 +0000

When heading into August – one question you should be thinking is: "Which topics should I pitch the media?"

Whether you're a product-based business, service-based business or author/industry expert, it's important to understand media deadlines.

Major Magazines – 3-6 months in advance

Regional Magazines – 2-4 months in advance

National Television – 1-2 month is advance (sometimes longer)

Regional/Local Television – 4-6 weeks in advance

Online National – sometimes 2-3 months, sometimes 1-2 weeks

Blogs – 4-6 weeks (leave time for product review or guest posting)

Newspapers and Radio – work close to deadline, 1-2 weeks

This is why it's so important to pitch each outlet individually. If you are pitching a back to school topic, you are too late for major magazines like Family Circle and Parents.

An easy way to map out your PR efforts this month is to sit down and make a list on scrap paper or on your computer. Dedicate one column to "Long Lead" and one to "Short Lead."

Long Lead

Holiday 2010 Gift Guides

Tips/Tricks for the Holiday (related to decorating, organizing, health, fitness, beauty, fashion, family, etc)

New Year 2011 (appropriate tips or products)

Winter 2011 trends

Short Lead

Back to School (products, tips)

Halloween (tips on health, safety, costumes or products like candy, decorations, etc)

Fall Tips/Tricks (related to decorating, organizing, health, fitness, beauty, fashion, family, etc)

Pitching the Holiday Gift Guides

melissa — Fri, 23 Jul 2010 01:01:41 +0000

Deadlines for major magazine holiday gift guides are just around the corner, and one particular area many small business owners worry about is how many samples they will need to send out!

Today I vlog about the sample issue ! If you’re interested in learning more about my Pitch a Gift Holiday Gift Guide program, email me at casseracommunications@gmail.com for early details! This package includes not only pitching for holiday gift guides BUT a full 2011 PR plan crafted by yours truly with a list of media that showed interest in your brand. All that for less than what I charge for a one-month retainer.

Happy Holidays and Enjoy the Video!

Editorial Deskside Meetings

melissa — Thu, 01 Jul 2010 19:53:16 +0000

Last week I headed into NYC for a series for deskside meetings with various editors at top magazines like Woman’s Day, Allure, People, More, Health, Parents, etc. The purpose of these meetings is to get your products in front of the editors, present samples, and answer any questions they have. Even more importantly, it provides a chance to pick their brain about how your product will fit into their publication, which products they are actively seeking, and what specific issues they are closing. Here are a few tidbits from the meetings you might find interesting:

Many are closing up October and working on November. Meaning that the December gift guides for many are still wide open (though they are actively seeking products).
Most do not know their theme yet for the gift guide or round-up, but have an idea based on prior years what they are looking for.
New launches are most important. Anything new launching for the holiday is often more appealing than products already on the market.
List of retail stores is important for placements. Although selling online is great, the wider the availability – the better.
Bring samples and a media kit to leave behind. Your contents can simply be a press release and product catalog with photos, descriptions and prices.

Free Teleseminar: How to Pitch Holiday Gift Guides

melissa — Thu, 01 Jul 2010 13:43:24 +0000

Gift Guide Season is in full swing! Don’t miss out on this free teleseminar with “yours truly” giving you the inside scoop on what the editors are looking for this season.

Join me Monday, June 7th at 8pmEST to learn:

What the three most popular items are that editors want this season
How to determine which products to pitch
Which guides close when, and how to not to miss these essential deadlines
How to secure more than one placement – with the same editor!

As a special bonus, the call will be hosted by Entrepreneurial Selling Expert Julie Steelman who will put a savvy sales spin on my PR advice!

PLUS – we have a special offer for those that join us live on the call!

Editorial Deskside Meetings

melissa — Thu, 01 Jul 2010 01:00:07 +0000

Many are closing up October and working on November. Meaning that the December gift guides for many are still wide open (though they are actively seeking products).

Most do not know their theme yet for the gift guide or round-up, but have an idea based on prior years what they are looking for.

New launches are most important. Anything new launching for the holiday is often more appealing than products already on the market.

List of retail stores is important for placements. Although selling online is great, the wider the availability – the better.

Bring samples and a media kit to leave behind. Your contents can simply be a press release and product catalog with photos, descriptions and prices.

Free Teleseminar: How to Pitch Holiday Gift Guides

melissa — Tue, 01 Jun 2010 16:55:28 +0000

Gift Guide Season is in full swing! Don’t miss out on this free teleseminar with “yours truly” giving you the inside scoop on what the editors are looking for this season.

Join me Monday, June 7th at 8pmEST to learn:

What the three most popular items are that editors want this season
How to determine which products to pitch
Which guides close when, and how to not to miss these essential deadlines
How to secure more than one placement – with the same editor!

As a special bonus, the call will be hosted by Entrepreneurial Selling Expert Julie Steelman who will put a savvy sales spin on my PR advice!

PLUS – we have a special offer for those that join us live on the call!

Pitching the Holiday Gift Guides

melissa — Fri, 28 May 2010 19:46:54 +0000

Deadlines for major magazine holiday gift guides are just around the corner, and one particular area many small business owners worry about is how many samples they will need to send out!

Today I vlog about the sample issue ! If you’re interested in learning more about my Pitch a Gift Holiday Gift Guide program, email me at casseracommunications@gmail.com for early details! This package includes not only pitching for holiday gift guides BUT a full 2011 PR plan crafted by yours truly with a list of media that showed interest in your brand. All that for less than what I charge for a one-month retainer.

Happy Holidays and Enjoy the Video!

Pitch Holiday Gift Guides Part II – Samples from Melissa Cassera on Vimeo.

For details: casseracommunications@gmail.com

Perfecting Your Media Pitch

melissa — Fri, 07 May 2010 15:10:56 +0000

While attending a women entrepreneurs conference this week, the topic of the 30-second pitch came up quite often. While most business owners are aware that they need one, and many already have one, when it comes time to actually delivering the pitch it leaves many in a tongue-twisted mess.

A 30-second pitch is always important to have in any situation to answer the question “what do you do?” This is relevant for dinner parties, networking events, sales presentations or even when you meet someone in line at the grocery store.

But when it comes to the media – your 30-second pitch is often chopped to about one sentence. The media has a very short attention span, and if you can’t get to the point when speaking to them directly, how will a producer trust you to deliver juicy, newsworthy soundbites to their audience? If your product can’t be explained in one sentence, how will it be featured on a magazine page with a small caption next to it describing its benefits?

For example, Living Proof haircare line is one company that was mentioned at the conference. The VP of Marketing for Sephora mentioned how impressed she was that they had attained so much media coverage in such little time with few resources. I took a quick look at their website, and loved the product description for their “Full” line – “Makes Fine, Limp Hair Look and Behave Like Thick Hair.” Boom. We know exactly what it does in one sentence, and are intrigued enough to ask more questions and try the product.

There is no secret formula to designing your quick pitch, but there are a few exercises you can begin with:

Pretend you bumped into the editor of your favorite magazine on the street. They ask, what do you do? Write down exactly what you would say (don’t worry if its more than one-sentence at this stage).
Now look at your description and see if there is anything you can chop out (for example – too many adjectives, like powerful, beautiful, delicious, etc).
Look at the product packaging of other successful competing products. There isn’t much room on a package – meaning the description has to be concise. If you’re a service-based business, check out taglines and websites of other successful providers.
Come up with 3-4 one-sentence pitches based on your research for your own product/service.
Gather a group of “testers” (family, friends, neighbors, co-workers) and give them your one-sentence pitch. Note feedback.
Revise, revise, revise!
Once you’re comfortable with your pitch, practice it daily – even if you just deliver it once into the bathroom mirror. Before long, you’ll be so comfortable delivering it, you’ll never stammer again when talking to the media!

Some other one-sentence pitches I like:

The Original Pen Style Permanent Marker
Sharpie

The relationships you want. Start here.
John Gray, Author of Men are from Mars, Women are from Venus

The Queen of Putting People’s Lives in Order
Julie Morgenstern, Organization Expert

We Make Today Delicious
Kraft Foods