Consider Jeannie Clary. During a time of teacher layoffs, the president of J. Clary Public Relations once pitched a story about a global recruitment agency that sends American teachers overseas.
“I got companies like NBC Nightly News [interested], and thought, ‘Clearly I’ve got a story angle here,'” says the Florida PR practitioner. “Then I emailed a local paper in one of the smaller markets, and they told me to take my advertising elsewhere.”
Such mixed responses may forever be part of the job, but leave it to this social media-focused, crowdsourcing age—and Clary herself—to come up with a better approach.
Clary and fellow communicator Danielle Spears have founded Pitching Notes, a database of information that enables PR pros to share information about reporters. In turn, reporters, bloggers, and other media types can share notes on their interests and how they prefer to be approached.