Talking points from the Atlanta STRATA Meeting of March 10, 2010 featuring Laura Scholz, Scholz Communications. Strategy Preparation Pitching 101 Social Media

1. Ladies Who Launch-Atlanta
Do-it-Yourself PR Strategies
March 10, 2010
The Basics: Understanding and Developing a PR Strategy:
Remember your 5 W’s:
 What is PR? the public’s perception (or lack thereof) of your brand, product or service
 Why do you need PR? increases your visibility, increases the credibility and legitimacy of
your business, can lead to more clients and increased sales (in conjunction with other
efforts)
 When should you use PR? when you have a unique story, product or service to tell; when
you are trying to share your message and ideas with a broader audience; when you want
to increase your visibility and credibility as a business owner
 Who cares? determine your audience; who would be most interested in your story, your
product or your service
 Where should you try to “pitch” your story or idea? find out where your audience hangs
out—what do they read, listen to, watch; who do they listen to?
Key questions: What makes my product/service unique or different? What’s my story or angle? Why is it
relevant and newsworthy NOW? Who might be interested in hearing my story? How do I reach the people
who might want to hear my story or buy my product or service?
Be Prepared:
What you’ll need before you get started:
 A bio (one to two paragraphs about you and what makes you fabulous—don’t be shy—brag!)
 A short (one to two paragraphs) description of your product or service
 A headshot; saved as a jpeg or other digital format; resolution of at least 300 x 300 dpi
 A logo (if applicable)
 Links/clips of previous interviews, reviews, appearances (if applicable)
 A quote sheet: people bragging about your product or service (optional, but another great tool)
Bonus: Have these all easily accessible and downloadable on your website.
DO NOT ATTACH these documents in emails to reporters, producers, etc. unless you were asked to send
them!

2. PR Pitching 101
1. Do your homework:
 Figure out where your audience hangs out
 Read articles and blogs, watch segments, listen to shows: find out what stories are being told
and by whom
 Identify the right contact: in large print publications (magazines and newspapers), reporters
and editors are generally identified by subject matter (health, sports, business, lifestyle, etc) or
geography (South Fulton, Dekalb County, etc); otherwise, try a “news editor” research or follow
your targets online to get a sense of personality and what stories interest them
 Don’t forget the “little guys.” Neighborhood newspapers, small satellite radio shows, blogs are
great places to get started and get your feet wet without too much rejection!
Cheat sheet: HARO (www.helpareporter.com) and Guru.com
2. The pitch:
 Keep it short, simple, to the point—2-3 sentences; point is just to get someone interested;
you can share more later!
 Make it relevant—find a “hook” or “angle;” why this story and why now?
 PRACTICE!
 Remember that reporters/producers/bloggersneed CONTENT—you’re providing a service!
 Don’t include attachments unless asked
 Follow-up, but not aggressively; reporters, bloggers and producers are busy; it’s fine to
touch base 5-10 days later with a gentle nudge
Great read: Amber Naslund, Altitude Branding, “The Pitch that Worked”
http://altitudebranding.com/2010/03/the-pitch-that-worked/
Using Social Media as a Public Relations Tool
Benefits:
 YOU can control and create content; photos, blogs, videos, stories—people can find you
 No more gatekeepers; you can reach out to reporters, bloggers and producers directly
 It’s a two-way conversation; again, you have something valuable to share!
How to:
 Follow reporters, bloggers, producers and people who cover or might be interested in your product
 Start to learn habits and deadlines (i.e. 11 Alive has morning “news meetings” around 10:30am);
easy to gauge on Twitter
 Use tools like Google Alerts and search; people may be talking about you already!
 Engage in conversations and chats about your industry; remember YOU are an expert!
 Become a resource for others
 Practice, practice, practice!