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By The Embattled Editor
HelpThePress and other services of its irk offer the allure of free media coverage for stakeholders, including PR practitioners, brand owners, marketers, thought leaders, and even your mosquito-adverse neighbour.
But with everyone pitching, inboxes would only get more overcrowded. To cut through the noise, you need to know what the press wants.
Why pitching matters
HelpThePress connects journalists with sources. The entry bar is low: Sign up, select your expertise, and start receiving daily query emails.
If a topic fits your expertise, you pitch. How much media exposure you receive is generally expressed as a percentage of your pitch volume. Don't feel like pitching much? Here is a percentage--You will miss 100% of the shots you don't take.
But wait before picking up that shotgun. There is a process for you to aim for to improve your pitch of being picked up.
How the media (usually) judge responses
Generally, the press scores HelpThePress responses based on four criteria: Credentials, credibility, context, and cerebrality.
1. Credentials: First, are you qualified? If we ask for veterinarians' opinions on canine leptospirosis in our query, we would not appreciate opinions from pet owners appearing in our inboxes.
2. Credibility: Is the source genuine? We have dealt with many news sources and can spot a fake profile pretty quickly.
3. Context: Did you answer all the questions specified in our query? We listed them because we need them. If your answer is incomplete, we have another 50 emails that might not be.
4. Cerebrality: Is your answer well thought out? We need original thinking, not ChatGPT's or the first answer from Google.
So how do you move forward on attaining a 4Cs response? It is pretty straightforward as long as you adhere to the following tips.
How to be helpful in responding to a media query
1. Take your time
There is a reason there is a deadline. We are giving you time to compose a detailed and thoughtful reply. Ignore the urge to race forward with a response willy-nilly. Most reporters will read through all responses. Just don't send it in the last hour. Please.
2. Be relevant and complete
Answer every part of the query. We will only follow up on COMPLETE answers. This applies to requests for quotes as well. We don't need yet another PR person asking whether their client might be suitable. They either are or aren't. Make a call. That is what you are paid for.
3. Be original and insightful
Contribute unique insights, not generic fluff. Numbers and facts would trump personal opinions unless we were seeking the latter in the first place. Sometimes, when in a pinch, we use your quote directly. Try to include a soundbite if you can.
4. Craft a strong one-line summary
Add a one-line summary at the top of your reply to make your pitch stand out. It helps us understand your point of view in its essence. A long and meandering opener will quickly end up in the spam folder.
5. Be prepared to provide more
If we choose to follow up, it is not the end of the journey. We might request additional materials such as photos, further elaboration, or a meetup. It would help if you were prepared to provide these post-haste.
HelpThePress is a good tool for free press, but standing out requires understanding and meeting media expectations.
After all, there is no free lunch.
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