12 Sep Five reasons why the media thinks you’re boring
Last September I ran this post – as we get into one of the busiest seasons in PR I thought it was a good idea to remind ourselves that a) we’re probably not going to ever be truly original b) our products and service are not story ideas and c) being annoying never works. Enjoy! (PS – there were some great comments last year, so check out the original post for those as well)
Ever wonder why some people get instant press and others languish? Despite all the reasons you hear (bad publicist, bad timing, dumb media, war, famine, smallpox outbreak..) it’s because their pitch is not nearly as interesting as they think. If you think you don’t have to read this post because you KNOW this doesn’t apply to you…you probably need to read this post. So bear with me… here are the top five reasons why pitches get ignored:
1. Unless you’re Einstein, you have not thought of this first. YOU may think it’s unique but if you went to the bookstore (yes, the actual bookstore not Google or Amazon) you will likely find at least three books on your topic. If you do a product competitive search you will find tons of people with the exact same idea/product/service. It’s inevitable.
2. Your pitch is a sales pitch. Nobody wants to hear the features and benefits of your stuff. They want a news story. I don’t care if your widget is the fastest/best/easiest/prettiest/etc. It’s the story BEHIND the widget that may or may not be interesting.
3. Nobody has heard of you – even if you’re a big shot. Sorry, but there are thousands of people trying to get on Ellen/
Oprah/Today show…etc. Even if you’ve started a multi-million dollar company or rock out on your local TV station every Friday – national media has never heard of you. Keep your ego in check and realize you are probably one of many.
4. You think if you keep calling/emailing/texting/twittering/faxing they’ll finally say yes. A NO means NO. The more you ignore the NO the more you will be ignored yourself. And get a reputation as a whiner/bully/stalker/insane person.
5. You can’t tell your story well. If the person doesn’t “get it” in one sentence you’re out of there. Go back and revise your story and tell this “elevator pitch” to a million people until you’re sure they get it right away.
If you’re frustrated with your PR efforts, take a minute and be honest with yourself. Do you think you’re more unique than you are? Have you done your competitive analysis? Are you trying to sell your product/service/book instead of finding the real hook behind it? Are you taking 15 minutes to get someone to understand what you’re talking about? Really assess where you’re at, go back and get creative. There’s a unique aspect to EVERY client I work with…and there is in your business too. You just have to take the time and exercise the humility to find it!