Five PR pitching secrets

I’m taking a break from what have become regular posts about travel blogs and travel blogging to answer a question that I am addressing at a hotel industry conference this afternoon: How does a travel company effectively reach a mainstream media outlet with a story idea?

Here are five of the best-kept pitching secrets:

1. It doesn’t have to be about you. In fact, it helps if it isn’t a story idea that involves a single property, but is part of a trend in which several companies are participating. Take hotel beds, for example. Back in 1999, Westin began introducing its “Heavenly Bed” (great story) which really caught on when other hotels followed suit with similar bedding products. Then it became something even more compelling: The hotel bed wars. (Even better story.)

2. Hiring a professional helps — but nothing is preventing you from contacting a media outlet directly. That isn’t to say that publicist is useless. A good PR agency is worth the price you pay for it many times over. But if you have a really good story idea, and you don’t have someone on retainer, there’s no rule that says you can’t pick up the phone and call a reporter.

3. Bloggers are a back door into an outlet. Travel bloggers — whether they are on staff at a mainstream media outlet or not — can sometimes represent an effective tool for accessing a big newspaper, magazine or TV network. How is that? Well, a blogger for a mainstream media organization may repurpose a blog entry into a story, or incorporate it into a future article. And independent bloggers are often closely followed by reporters and editors. A posting could lead to a story.

4. Build a relationship, not a database. In a lot of industries, your success is measured by the size of your contact database. And that certainly is true here too, to some extent — knowing a lot of people in the media helps. But size isn’t the only thing that matters. It is getting to know the reporter. Understanding what that person’s interests are (and his or her editor’s interests) will lead to more effective pitches. And to more placements.

5. The secret way to reach almost any outlet is freelancers. I know, because I am one. Many companies that are interested in generating publicity for themselves assume that the front door (sending press releases to a section editor or staff reporter) is the only way to access a particular outlet. Not true. In these days of tighter budgets, many publications are relying more on freelancers than ever. The e-mail addresses and phone numbers of these independent content producers are easy to find online. And sometimes, these writers are more responsive to pitches, because they have more time.

Christopher Elliott is the author of Scammed: How to Save Your Money and Find Better Service in a World of Schemes, Swindles, and Shady Deals. Critics have called it “eye-opening” and “inspiring” — it’ll “grab your attention and won’t let go.” Order your copy now on Amazon, Barnes & Noble or iTunes.

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