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Opinion Editorials

Bad advice for people hoping to get free press from journalists

(Editorial) Journalists are some of the busiest people on the planet – reaching them can be hard, but there’s a right and wrong way to do it. Make sure you’re not annoying without meaning to be.

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bad advice

Want to get free press? There’s a right and wrong way to do it.

A young blogger recently penned a well-meaning editorial on how to better connect with journalists when reaching out to them in an effort to earn your way into their hearts so they’ll write about you. He urges people to go find a journalist and compliment them without mentioning their brand. So far, not bad advice.

Here’s the formula he suggests:

template suggestion

He then recommends you CC their boss to flag them as to how great the journalist is, insists that you keep it all about the journalist and 0% about you, and let your email signature speak for itself. He concludes, “Journalists are people too. Give praise, make a friend and develop a relationship over time. The coverage you seek is closer than you think.”

Maybe “bad” is harsh. The advice sounds good but is misguided.

What’s right about this advice

First, let me explain that I operate a sizable news room. When it comes to pitches, I am the front line, and not a single story is published without my involvement. I’m the point of contact for hundreds of PR firms and thousands of companies. In my capacity, I receive hundreds of emails a day from brands hoping we’ll give them the time of day. Hundreds. I’m not exaggerating.

So, where the advice is not misguided is in the fact that journalists are people, and enjoying praise is inherently human nature. Reaching out to a journalist to develop a rapport is never a bad idea unless done poorly.

Here’s what’s wrong about this advice

Treating journalists well is the only advice given above that will get you ahead. If that email shows up in my inbox, I can’t guarantee a favorable response outside of a simple “thanks” as I trash it, not because I’m rude (I’m not), but because it’s just one more thing you’re putting on a journalist’s plate (“read this template compliment that is a misguided attempt to touch your heart, then craft a meaningful response, look into my company because you’re so impressed, then write about me so I can be the next Zuckerberg”).

Further, I get a similar template emailed to me all the time. Anything that says “I’m a big fan of yours” and cites an article I’ve written feels forced and is a red flag to me, because if you were such a big fan, we would have had more organic interactions by this point (like you commenting on the article or tweeting me without selling me or my staff). If you reference one specific article, that usually means you had no idea who I was five minutes ago, but you’ve spent just enough seconds to find a link and paste it as proof that you’re a fan.

The template email is kind and generous, and a new journalist would get a kick out of it, but reaching a busy news room when everything is absolutely on fire (and inadvertently demanding attention for what is clearly an attempt to gain favor and attention, not a compliment without strings), will land you in the trash just as fast as blindly sending a press release. It’s too obvious, it will generate eye rolls, we get these emails all the time, and it’s often some SEO person in India that wants to be hired, or a startup that is trying (poorly) to do their own PR. What you don’t realize is that this email template is actually pushy, and you didn’t even mean to be pushy!

Here’s the real advice, the real insight from a news room

First and foremost, connect with the appropriate person. Find stories about your competitors or stories similar to what you’re pitching to know who’s covering that beat. The fastest way to land in a trash bin is by going to the wrong inbox. Find individual writers who specialized in your area – don’t just email the Editor-in-Chief.

Now that you’re with the right journalist, if you really want attention, there are three ways to do it:

  1. Hire a legitimate PR firm. Chances are, they have well groomed connections at all of the news outlets your template email might otherwise annoy. They will put together a legitimate strategy and execute it more quickly and effectively than someone who just wants to sell their widget ever could.
  2. No budget? Just get to the point. Send your press release, but at the top, don’t act like you’re a journalist’s friggin’ best friend from college, or biggest fan (they already know who their biggest fans are, trust me), just remember that your email gets five seconds before a decision is made as to what happens with the email (read, respond, or trash). In two bullet points, say what’s in the attached press release and save the journalist time. There’s no slimy feeling, it’s just business, and if it’s a fit, I don’t care if we’re friends or not, we’ll write about your widget.
  3. Organically connect with journalists over time. Through social networks, networking events in person, or over email, just as you would establish a relationship with anyone, it starts with a simple like, a retweet, jumping into a natural conversation, then another conversation, and another. Nothing is forced here, and if they ignore you, move on. Getting to know a journalist’s needs without selling them, and getting to know them personally (where they prefer to connect), is time consuming, but worthwhile if trying to do your own PR.

The truth is that no one wants to be sold. Be sincere, get to the point, and always save someone time – news rooms are super hectic, and injecting yourself had better be mutually beneficial. If you can offer a journalist what they need right off the bat without kissing ass, you’re already miles ahead of the competition.

Lani is the Chief Operating Officer at The American Genius - she has co-authored a book, co-founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

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4 Comments

4 Comments

  1. Danny

    February 6, 2015 at 11:51 pm

    Hi Lani,

    I must say I’m impressed at how thoroughly you went through my blog post and weighed its pros and cons. I appreciate your opinion because you made me think through my argument in different ways. So thank you.

    I suppose I should have made clear a one-time “compliment” email to a journalist will not create a lasting relationship. Yes, it takes other modes of communication like comments in articles and even an in-person meeting. And I like the additional outreach you suggested (like to hire a real PR firm).

    I do believe an email like the template I propose is ONE way to kickstart a relationship. I have a hard time believing every reporter out there is inundated on a daily basis with kind notes about his/her work. Most readers don’t take the time. And most journalists don’t hear from the public unless it’s to complain or leave a nasty comment.

    I would hope even the most hardened reporter can distinguish a genuine message from one that’s inauthentic. And I would never tell my readers to be phony to get ahead.

    That being said, I think I will amend my piece to clarify my argument. And for that, I thank you.

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  3. Chris Johnson

    August 14, 2019 at 6:58 pm

    One thing you missed.

    The “poop joke” method. IF you can find a great poop joke, and lead with that, your pitch will seem like a breath of fresh air.

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Opinion Editorials

7 ways to carve out me time while working from home

(OPINION / EDITORIAL) It can be easy to forget about self-care when you’re working from home, but it’s critical for your mental health, and your work quality.

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Woman in hijab sitting on couch, working from home on a laptop

We are all familiar with the syndrome, getting caught up in work, chores, and taking care of others, and neglecting to take care of ourselves in the meantime. This has always been the case, but now, with more people working from home and a seemingly endless lineup of chores, thanks to the pandemic. There is simply so much to do.

The line is thinly drawn between personal and professional time already, with emails, cell phones, and devices relentlessly reaching out around the clock, pulling at us like zombie arms reaching up from the grave. Working from home makes this tendency to always be “on” worse, as living and working take place in such close proximity. We have to turn it off, though.

Our brains and bodies need down time, me-time, self-care. Carving out this time is one of the kindest and most important things you can do for yourself. If we can begin to honor ourselves like this, the outcome with not only our mental and physical health, but also our productivity at work, will be beneficial. When we make the time to do things we love, our body untenses, our mind’s gears slow down that constant grinding. Burnout behooves nobody.

Our work will also benefit. Healthier, happier, more well rested, and well treated minds and bodies can work wonders! Our immune systems also need this, and we need our immune systems to be at their peak performance this intense season.

I wanted to write this article, because I have such a struggle with this in my own life. I need to print it out and put it in my workspace. Last week, I posted something on my social media pages that so many people shared. It is clear we all need these reminders, so I am paying it forward here. The graphic was a quote from Devyn W.

“If you are reading this, release your shoulders away from your ears, unclench your jaw, and drop your tongue from the roof of your mouth.”

There now, isn’t that remarkable? It is a great first step. Let go of the tension in your body, and check out these ways to make yourself some healing me-time.

  1. Set aside strict no-work times. This could be any time of day, but set the times and adhere to them strictly. This may look like taking a full hour for lunch, not checking email after a certain hour, or committing to spending that time outdoors, reading, exercising, or enjoying the company of your loved ones. Make this a daily routine, because we need these boundaries. Every. Single. Day.
  2. Remember not to apologize to anyone for taking this me-time. Mentally and physically you need this, and everyone will be better off if you do. It is nothing to apologize for! Building these work-free hours into your daily schedule will feel more normal as time goes on. This giving of time and space to your joy, health, and even basic human needs is what should be the norm, not the other way around.
  3. Give yourself a device-free hour or two every day, especially before bedtime. The pinging, dinging, and blinging keeps us on edge. Restful sleep is one of the wonderful ways our bodies and brains heal, and putting devices away before bedtime is one of the quick tips for getting better sleep.
  4. Of course, make time for the things you absolutely love. If this is a hot bath, getting a massage, reading books, working out, cooking or eating an extravagant meal, or talking and laughing with a loved one, you have to find a way to get this serotonin boost!
  5. Use the sunshine shortcut. It isn’t a cure-all, but sunlight and Vitamin D are mood boosters. At least when it’s not 107 degrees, like in a Texas summer. But as a general rule, taking in at least a good 10-15 minutes of that sweet, sweet Vitamin D provided by the sun is good for us.
  6. Spend time with animals! Walk your dog, shake that feathery thing at your cat, or snuggle either one. Whatever animals make you smile, spend time with them. If you don’t have pets of your own, you could volunteer to walk them at a local shelter or even watch a cute animal video online. They are shown to reduce stress. Best case scenario is in person if you are able, but thankfully the internet is bursting with adorable animal videos, as a backup.
  7. Give in to a bit of planning or daydreaming about a big future trip. Spending time looking at all the places you will go in the future and even plotting out an itinerary are usually excellent mood-boosters. It’s a bit different in 2020, as most of us aren’t sure when we will be able to go, but even deciding where you want to go when we are free to travel again can put a positive spin on things.

I hope we can all improve our lives while working from home by making time for regenerating, healing, and having fun! Gotta run—the sun is out, and my dog is begging for a walk.

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Opinion Editorials

Why robots freak us out, and what it means for the future of AI

(OPINION / EDITORIAL) Robots and humans have a long way to go before the social divide disappears, but research is giving us insight on how to cross the uncanny valley.

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Close of R2D2 toy, an example of robots that we root for, but why?

We hate robots. Ok, wait, back up. We at least think they are more evil than good. Try it yourself – “are robots” in Google nets you evil before good. Megatron has higher SEO than Optimus Prime, and it’s not just because he’s so much cooler. It cuz he evil, cuz. It do be like that.

It’s not even a compliment to call someone robotic; society connotes this to emotionless preprogrammed shells of hideous nothing, empty clankbags that walk and talk and not much else. So, me at a party. Or if you’re a nerd, you’re a robot. (Me at a party once again.)

Let’s start by assuming robots as human-like bipedal machines that are designed with some amount of artificial intelligence, generally designed to fulfill a job to free up humanity from drudgery. All sounds good so far. So why do they creep us out?

There’s a litany of reasons why, best summed up with the concept of the uncanny valley, first coined by roboticist Masahiro Mori (Wow he’s still alive! The robots have not yet won) in 1970. Essentially, we know what a human is and how it looks and behaves against the greater backdrop of life and physics. When this is translated to a synthetic being, we are ok with making a robot look and act like us to a point, where we then notice all the irregularities and differences.

Most of these are minor – unnaturally smooth or rigid movements, light not scattering properly on a surface, eyes that don’t sync up quite right when they blink, and several other tiny details. Lots of theories take over at this point about why this creeps us out. But a blanket way to think about it is that our expectation doesn’t match what we are seeing; the reality we’re presented with is off just enough and this makes us uncomfortable .

Ever stream a show and the audio is a half second off? Makes you really annoyed. Magnify that feeling by a thousand and you’re smack in the middle of the uncanny valley. It’s that unnerving. One possible term for this is abjection, which is what happens the moment before we begin to fear something. Our minds – sensing incompatibility with robots – know this is something else, something other , and faced with no way to categorize this, we crash.

This is why they make good villains in movies – something we don’t understand and given free will and autonomy, potentially imbued with the bias of a creator or capable of forming terrifying conclusions all on its own (humans are a virus). But they also make good heroes, especially if they are cute or funny. Who doesn’t love C3PO? That surprise that they are good delights us. Build in enough appeal to a robot, and we root for them and feel empathy when they are faced with hardships. Do robots dream of electric sheep? Do robots have binary souls? Bits and zeros and ones?

Professor Jaime Banks (Texas Tech University’s College of Media & Communication) spends a lot of time thinking about how we perceive robots. It’s a complex and multifaceted topic that covers anthropomorphism, artificial intelligence, robot roles within society, trust, inherently measuring virtue versus evil, preconceived notions from entertainment, and numerous topics that cover human-robot interactions.

The world is approaching a future where robots may become commonplace; there are already robot bears in Japan working in the healthcare field. Dressing them up with cute faces and smiles may help, but one jerky movement later and we’ve dropped all suspension.

At some point, we have to make peace with the idea that they will be all over the place. Skynet, GLaDOS in Portal, the trope of your evil twin being a robot that your significant will have to shoot in the middle of your fight, that episode of Futurama where everything was a robot and they rose up against their human masters with wargod washing machines and killer greeting cards, the other Futurama episode where they go to a planet full of human hating murderous robots… We’ve all got some good reasons to fear robots and their coded minds.

But as technology advances, it makes sense to have robots take over menial tasks, perform duties for the needy and sick, and otherwise benefit humanity at large. And so the question we face is how to build that relationship now to help us in the future.

There’s a fine line between making them too humanlike versus too mechanical. Pixar solved the issue of unnerving humanoids in their movies by designing them stylistically – we know they are human and accept that the figure would look odd in real life. We can do the same with robots – enough familiarity to develop an appeal, but not enough to erase the divide between humanity and robot. It may just be a question of time and new generations growing up with robots becoming fixtures of everyday life. I’m down for cyborgs too.

Fearing them might not even be bad, as Banks points out: “…a certain amount of fear can be a useful thing. Fear can make us think critically and carefully and be thoughtful about our interactions, and that would likely help us productively engage a world where robots are key players.”

Also, check out Robot Carnival if you get the chance – specifically the Presence episode of the anthology.

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Opinion Editorials

4 simple tips to ease friction with your boss while working remotely

(OPINION / EDITORIAL) Find it challenging to get along with your boss while working from home? Here are a few things you can try to ease the tension.

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Woman stressed over laptop in remote work.

Most people probably feel like their relationship with their boss is fine. If you’re encountering friction with your boss for any reason, though, remote work will often exacerbate it—this is one instance where distance doesn’t necessarily make the heart grow fonder. Here are a few ways to remove some of that friction without adding to your boss’ overflowing plate.

According to CNN, determining the problem that exists between you and your boss should be your first step. There’s one caveat to consider, however: Your boss’ boundaries. Problem-solving on your own time is fine, but demanding more of your boss’ time—especially when you’re supposed to be working—may compound the issue.

An easy way around this is a low-impact communique—e.g., an email—sent at the beginning or end of the workday. Since that’s a more passive communication style that takes only a minute or two out of your day, it’s less likely to frustrate your boss further.

If ironing out the issue isn’t your prerogative for now, examining your boss’ parameters for success is another place to start. Does your boss prefer to receive multiple updates throughout the day, or do they want one summative report each morning? Do you respect your boss’ preferred communication styles? These are important questions to ask during remote work. If you find yourself reaching out more than necessary, for example, it may be time to cut back.

It can also be difficult to satiate your boss if you don’t know their expectations. If you’re able to speak to them about the expectations regarding a project or task, do it; clarifying the parameters around your work will always help both of you. It is worth noting that some supervisors may expect that you know your way around some types of responsibilities, though, so err on the side of complementing that knowledge rather than asking for comprehensive instructions.

Finally, keep in mind that some bosses simply don’t communicate the same way you do. I’ve personally been blessed with a bevy of nurturing, enthusiastic supervisors, but we’ve all had superiors who refuse to acknowledge our successes and instead focus on our failures. That can be a really tough mentality to work with during remote periods, but knowing that they have a specific communication style that hampers their sociability can help dampen the effects.

As always, communication is key—even if that means doing it a little bit less than you’d like.

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