Now that I have been interning at Media Maison for a few months, it’s apparent that not a lot of people see how much work it takes to actually get press for your clients. The first important thing is to know all of your clients that you are representing. When you send emails to editor and producers, you are not only representing your client, but your company and especially yourself. Many pitches have to be fashioned and edited in an appropriate way in order to try to gain the attention of your audience.
The next step involves the creation of a media list. Sure, you have your top outlets that you might send your pitch out to, but it is also important to think of the top blogs, news sites and smaller outlets as well. If we didn’t have access to databases, gathering editors’ contact information would be overly chaotic. As it is, the process itself is a bit tedious (typing outlets’ names then finding the appropriate editor to contact) but definitely beneficial.
Usually, you can proceed to the next step if you get a response, not when. Most editors and producers are swamped with many other pitches, especially if they are working toward a deadline. Even if you have the best pitch ever created, it might just be that the editor accidentally skipped over it or had other things to work on that day. This highlights the importance of follow-ups as well. I’ve noticed the majority of responses I’ve received after sending follow-ups, not the original pitch.
It give me a boost of faith when editors respond and if all goes well, you can see your client published. However, sometimes all of this hard work is for one sentence in an online article, or perhaps your clients’ shirt in one picture in a magazine. Regardless, it still feels pretty amazing to see your hard work pay off!