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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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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.

  2. Pingback: Best Seo Blogger Templates

  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

The secret to self improvement isn’t always about improvements

(EDITORIAL) Self improvement and happiness go hand in hand, but are you getting lost in the mechanics of self improvement?

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Think back to your New Year’s resolutions. Now that it’s summer, how many of them are you still keeping? Think about which ones stuck and what went by the wayside.

If you’re like most of us, you had big plans to make yourself better but didn’t stay the course. I’ve only managed to keep one of my resolutions, but it isn’t always easy.

I want to take a look at why we can’t keep our goals. I think we’re always on a journey of self-improvement. It’s easy to get obsessed with reading self-help books or trying to learn new things. We want to be better. This spring, I went through a Lent study with a group of people. Lent is a time of growth and self-reflection, just six weeks. And yet many of us are struggling to keep up with the daily reading or maintaining a fast of something we willingly chose to give up.

Why do we fail?

I think we fail because of three things.

You might think I’m going to say something like we fail because we don’t have willpower, but I think that is the farthest thing from the truth. I’m no therapist, but I’ve read the literature on alcohol and drug rehab. It’s not willpower that keeps a person sober. It’s community. One reason I think we fail at our goals is that we don’t have a cheerleading team. I believe that we need people on our side when we’re trying to improve.

Secondly, I think we fail because we want immediate results. We have this mentality that things should happen quickly. I’ve written about this before. It’s like you workout once and want that swimsuit body. We get frustrated when we don’t see results right away. So, we move on to the next pursuit.

Do your goals lead to happiness?

Failure can also be because self-improvement goals don’t always lead to being better person. We do a lot of things because “we should.” Your doctor might think you need to lose weight. Maybe your boss wants you to be a better speaker. Meditation should make you a better person. Maybe you ran a marathon, and now you think you need to run an ultramarathon because that’s what your best friend did.

What makes you happy isn’t always what you should be doing.

Your doctor might be right, but if you’re choosing to lose weight because you want to make your doctor happy, you’re probably not going to stick with a program. If you’re trying to learn Spanish to make your boss happy, again, you’re probably not going to enjoy it enough to really learn. If you’re chasing after goals just to say you’ve done it, what value do your achievements bring to your life?

If you’re obsessed because you “should” do something, you’re going to get burned out and fail. Whether it’s New Year’s resolutions, a self-improvement project or giving up meat for Lent, you need solid reasons for change. And if you give something a try that isn’t for you, don’t soldier on. You don’t need to spend years taking yoga classes if you don’t enjoy it.

When something becomes a burden rather than bringing benefits, maybe it’s time to take a look at why you’re doing it.

When you don’t know why you’re knocking yourself out to be better, maybe you need to figure out a reason. And if you feel as if what you’re doing isn’t enough, stop and figure out what will satisfy you.

I’ve been doing a lot of meal prepping on the weekends. Sometimes, I want to quit. But it pays off because I have less to do throughout the week. It might seem like a burden, but the benefits outweigh the burdens. I’ve been able to eat much healthier and use more vegetables in my meals, which is the one goal I’ve been able to keep. I have some good friends that help me stay on track, too. I choose to eat more vegetables for my health. I think it’s a combination of all these things that is helping me meet my goal this year.

Don’t give up on making yourself a better person. Just don’t become obsessed over the program. Look at the outcome. Are you pursing happiness on a treadmill or are you really working to find happiness?

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Opinion Editorials

What I wish I knew about finances in my 20s

(EDITORIAL) They say money makes the world go round. So, let’s discuss how to be smart with finances before it’s too late.

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finances

Being in my early twenties, something I’m still getting used to is the fact that I’m making my own money. This is not to be confused with the babysitting money I was making 10 years ago.

Twice a month is the same routine: I get my paycheck and think, “Wooo! We goin’ out tonight!” but then I snap back to reality and think about what that money needs to be put towards. The smallest part of it going towards fun.

It’s been tricky to really start learning the ins and outs of finances. So, I do what I usually do in any type of learning process? I ask for advice.

I used to be fixated on asking those more advanced in age than I what they wish they knew when they were my age. Now that I’m determined to learn about finances, that question has been altered.

I reached out to a few professionals I know and trust and they gave me solid feedback to keep in mind about building my finances, about what they wish they had known in their 20s. However, I don’t think this only applies to those just starting out, and may be helpful for all of us.

“It’s important to simply know the value of money,” says human resource expert, Nicole Clark. “I think once you start earning your own money and are responsible for your housing, food, etc. you realize how valuable money is and how important it is to budget appropriately and make sure you’re watching your spending.”

Law firm executive director, Michael John, agrees with Clark’s sentiments. “I wish I had kept the value of saving in mind when I was younger,” explains John. “But, still remembering to balance savings while rewarding yourself and enjoying what your efforts produce.”

There are so many aspects of finance to keep in mind – saving, investing, budgeting, retirement plans, and so on and so forth.

In addition to suggesting to spend less than you make and to pay off your credit card in full each month, Kentucky-based attorney, Christopher Groeschen, explained the importance of a 401k.

“Every employee in America should be contributing everything they can into a 401k every year, up to the current $18,000 maximum per person,” suggests Groeschen.

“401ks present an opportunity for young investors to 1) learn about investing and 2) enter the market through a relatively low-risk vehicle (depending on your allocations),” he observes.

“An additional benefit is that 401ks also allow employees to earn FREE MONEY through employer matches,” he continues. “At the very least, every employee should contribute the amount necessary to earn the employer match (usually up to 4%) otherwise, you are giving up the opportunity to earn FREE MONEY. Earning FREE MONEY from your employer that is TAX FREE is much more important than having an extra Starbucks latte every day.”

Whether we like it or not, money is a core aspect of our daily lives. It should never be the most important thing, but we cannot deny that it is, in fact, an important thing. It’s tricky to learn, but investing in my future has become a priority.

This editorial was first published in May 2018.

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Opinion Editorials

How strong leaders use times of crises to improve their company’s future

(EDITORIAL) We’re months into the COVID-19 crisis, and some leaders are still fumbling through it, while others are quietly safeguarding their company’s future.

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Anthony J. Algmin is the Founder and CEO of Algmin Data Leadership, a company helping business and technology leaders transform their future with data, and author of a new book on data leadership. We asked for his insights on how a strong leader can see their teams, their companies, their people through this global pandemic (and other crises in the future). The following are his own words:

Managers sometimes forget that the people we lead have lives outside of the office. This is true always, but is amplified when a crisis like COVID-19 occurs. We need to remember that our job is to serve our teams, to help them be as aligned and productive as possible in the short and long terms.

Crises are exactly when we need to think about what they might be going through, and realize that the partnership we have with our employees is more than a transaction. If we’ve ever asked our people to make sacrifices, like working over a weekend without extra pay, we should be thinking first about how we can support them through the tough times. When we do right by people when they really need it, they will run through walls again for our organizations when things return to normal.

Let them know it’s okay to breathe and talk about it. In a situation like COVID-19 where everything is disrupted and people are now adjusting to things like working from home, it is naturally going to be difficult and frustrating.

The best advice is to encourage people to turn off the TV and stop frequently checking the news websites. As fast as news is happening, it will not make a difference in what we can control ourselves. Right now most of us know what our day will look like, and nothing that comes out in the news is going to materially change it. If we avoid the noisy inputs, we’ll be much better able to focus and get our brains to stop spinning on things we can’t control.

And this may be the only time I would advocate for more meetings. If you don’t have at least a daily standup with your team, you should. And encourage everyone to have a video-enabled setup if at all possible. We may not be able to be in the same room, but the sense of engagement with video is much greater than audio-only calls.

We also risk spiraling if we think too much about how our companies are struggling, or if our teams cannot achieve what our organizations need to be successful. It’s like the difference in sports between practice and the big game. Normal times are when we game plan, we strategize, and work on our fundamentals. Crises are the time to focus and leave it all on the field.

That said, do not fail to observe and note what works well and where you struggle. If you had problems with data quality or inefficient processes before the crisis, you are not fixing them now. Pull out the duct tape and find a way through it. But later, when the crisis subsides, learn from the experience and get better for next time.

Find a hobby. Anything you can do to clear your head and separate work from the other considerations in your life. We may feel like the weight of the world is on our shoulders, and without a pressure release we will not be able to sustain this level of stress and remain as productive as our teams, businesses, and families need us.

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