The Clean and Green Club

Last month, we talked about the mindset to craft an effective pitch. Now, how to actually get in front of the journalists you want to cover you.

1. Use media query services that aggregate reporters’ requests for sources. There is no better way to get publicity than to hit a reporter who’s desperately looking for someone exactly like you in order to finish an article. I use HARO, PitchRate, ReportersSource and some others I can’t remember, none of which cost anything. In the past, I’ve also used ProfNet, which has a significant cost. I’ve had far and away the best success with HARO and ProfNet. Several of the media lead sources also post leads on Twitter. You’ll want to follow (in  alphabetical order) @helpareporter, @pitchrate, @ProfNet, and @reporterssource
2. Use social media sites to follow reporters on your beat, and build relationships (gently and without pressure); pitch only when you’ve established yourself as credible and your pitch is directly relevant to what they’re working on
3. Send a press release that’s NOT “I’ve written a book” but that focuses on the attitudes we discussed last month. Some sample headlines I’ve actually used for my clients:

• Pro-Anorexia Sites “Danger to Children,” Says Expert

• Moveable Historic Action Figures Awarded BEST CLASSIC TOY of 2009: Industry Newcomer’s First Release Joins Yo-Yo, Crayons, Other Long-time Favorites
• Teenage Partisan Who Fought the Nazis Lives to See Her Story Told—On Film and In Print
• Ethics Expert: As an Ethics Warrior, Spitzer Must Meet a Higher Standard (this was not for a client but a news tie-in for my own book, Principled Profit)

Of course, I go into much more detail in my seventh book, Grassroots Marketing for Authors and Publishers,and in several of my other marketing books too. Principled Profit: Marketing That Puts People First has a particularly nice section on building relationships with reporters.