A teleconference for Career Directors International -- About how to write email pitches editors will actually read.
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Pitching the Media in the Digital Age (Alexis Grant)
1. Pitching the Media
in the Digital Age
Alexis Grant
Entrepreneurial writer
& digital strategist
alexisgrant.com
@alexisgrant
2. What You’ll Learn Today
Why the press release is so 1990 and what
you should do instead
Why social media has changed the pitch
game and how you can use that to your
advantage
Tips for getting journalists and bloggers to
actually read and accept your pitches
alexisgrant.com
3. My Experience with Pitches
Full-time journalist for six years
Houston Chronicle
U.S. News & World Report
Continue to freelance = pitch both pubs
and blogs
Review pitches as editor of Brazen
Careerist’s blog, Brazen Life
alexisgrant.com
4. A Lousy Pitch (pun intended)
In a Struggling Economy,
One Industry is Growing –
and It’s a Lousy One
A pitch about lice = SERIOUSLY?!
5. Why I Delete Most Pitches
Not addressed to me
Too long and not to the point
Does not tell me why this should matter
to my readers
Not even about the topic I write about
(aka the lice pitch)
alexisgrant.com
6. How to Write an Effective Email Pitch
That People Will Actually Read
Because that’s the
whole POINT, right?
Coming up…
4 Essential Tips
alexisgrant.com
7. Who You Want to Reach
Top-notch publications… but no longer
JUST pubs
Blogs
Niche websites
Organizations that send newsletters
Anyone who has online reach
alexisgrant.com
8. Tip #1: Personalize Your Pitch
Drop the Big Bomb approach and use smart
targeting instead
Find out WHO the right person is to approach
Read about them on their website, LinkedIn,
Twitter
Seek out the right email address for that
specific person
Write a personalized email
alexisgrant.com
9. How to Find the Right Email
1. Ask people you know
2. Online sleuthing
Website, LinkedIn, Twitter, Facebook,
Google
Find the formula for their company – i.e.
alexis@brazencareerist.com
3. Niche resources like MediaBistro’s How
to Pitch (even if they cost you)
alexisgrant.com
10. Tip #2: Offer Real Value
Don’t just tell me what you’re pitching –
tell me WHY I should care
Make your pitch about my readers, not
about YOU
How will this benefit my audience?
Find a newsy angle
And not one that’s newsy to YOU, one
that’s newsy to my readers alexisgrant.com
11. Tip #3: Be Short & Informal
3-6 sentences (before release)
Not just to keep my attention, but also to
show you respect my time
Put news FIRST
Keep it simple
Layman’s terms
Too long = DELETE!
alexisgrant.com
12. What about a Press Release?
Why is it so 1990?
It’s not personalized
It’s about you, not me
It’s too long
Solution: Add it at the bottom of your
email if you must include it alexisgrant.com
13. Tip #4: Form Relationships Online
Relationships rule in the digital age, perhaps
even more than before.
It’s easier than ever before to connect with
people who will help you reach your goals.
Social media is your foot in the door. Take
advantage of it!
alexisgrant.com
14. More Work = More Reward
Find the right person + their email
Connect with them online
Think of the right angle
Write a personalized pitch
= More work than the Big Bomb
approach… But more responses, too.
alexisgrant.com
15. Great Example #1
Hi XXX,
Keeps it I am sure you get pitched on guest posts on a daily basis so I’ll keep this short. I am a
short & long time reader of your blog and have been meaning to contribute – but I held back
respects my because I didn’t have a great idea that I think you’ll love.
time ----
Well, now I do. I stumbled upon an interesting topic on 5 Problems Turned Into
Solutions: How To Make Career Setbacks Work For You. Would you be
interested in a guest post about the topic?
Anticipates
what I want And if you need it, here is a sample of my writing: [link here]
----
I look forward to your reply and I can't wait to get started!
Cheers,
XXX
Shows he PS: I read your article entitled, “Hey, Have You Seen This? Job Applicant Explains How He
reads my Got a Job He Wasn’t Qualified For” and it was really encouraging. Hard work really is
blog ---- the key to success.
16. Great Example #2
Hi Alexis!
Explains his I'm XXX from The Do-It-Yourself Degree. My website teaches students how to earn a
mission bachelor's degree in 1 year by taking exams instead of classes. Exams cost $80-
concisely $200 apiece, versus $3,000+ for a class. Total cost of graduation: around $5,000.
----
Essentially, you can "test out" of your degree (while still earning the credential) and
jump-start your career with zero debt.
Shows why I'd love to write a concise overview of the process for Brazen Life's readers. Degree-by-
it’s unique examination is the ultimate education hack, but I can tell you (based on many
---- conversations with students) that most people have never heard of it!
Let me know if you're interested, and I'll send over a draft for review.
Cheers!
Gives - XXX
himself
social PS: I wrote a guest post for I Will Teach You To Be Rich last month that became a pretty
credibility big hit. Check it out!
----
17. Want More?
If you like my approach, a few ways to get
more from me:
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http://alexisgrant.com/newsletter
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http://alexisgrant.com/store
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