For those of us who work in PR, figuring out the perfect story and how to tailor it to various media outlets is a never-ending struggle.
We all want to help our clients build credibility and gain exposure while providing a valuable service for journalists. The trick is finding the right way to reach journalists as inboxes become ever more crowded and attention spans get shorter.
As 2016 unfolds, the process of crafting and selling successful PR pitches is going through a unique evolution. Pitches in 2016 will be more social media oriented, more personalized and more of an ongoing process.
So, how will PR pitches evolve in 2016? Let’s look at some key factors:
The new ‘sharing economy’ of PR
In 2016, editors will care more about article sharing than ever before, because more media companies are tracking how often and how widely their content gets shared.
Journalists today don’t just want great story ideas. Everything they write is being measured for social media reach that drives traffic to their news outlet’s website.
The more their stories are shared, the more they’ll go back to you for commentary.