Looking through my Twitter feed I came across a post that turned me on to PitchEngine.com. As someone who works in public affairs and has to pitch traditional media more often than I’d like (rather than helping clients publish themselves), I’m interested in ways that make traditional PR pitching a better process.
PitchEngine is trying to bring together PR pros, brands, and journalists. The PitchEngine software then allows these groups to build their personal profiles and manage contacts, just like in any other online community. PitchEngine goes a step further though by simplifying the process of sending the release with various attached media (pics, video, etc.) and has a well-organized, simple interface.
Oh, and the PR pros and brands (not sure about journalists) have to pay a fee for joining and using the services.
Not that there’s anything wrong with a fee based network, I just question PitchEngine’s ability to truly make PR pitching a better process.
I’m quickly finding out in public affairs that the strength of any good pitch has more to do with the story being pitched than any other factor. In other words, if the story’s good, interesting and timely, it will get play. Does it help to have relationships with journalists to help get published? Of course. But, then again, good relationships don’t guarantee publishing, it just increases the likelihood that your pitch gets read.
That’s why I look at PitchEngine and caution against PR pros looking to sign up and think their pitching will be that much more effective. The same basics that would make someone successful using PitchEngine makes that PR pro a success without it. Traits like, telling a good story (even when it’s uninteresting), knowing the audience you’re pitching to and brevity, are still foundational to good pitching.
I think handling media relations is best done through the PR person’s personal contacts and through social media activity. Using email, Twit pitching, building relationships via Facebook and LinkedIn, and following/commenting on blogs are the right set of tools for an effective PR pro in today’s media environment.
We have the social media tools to allow us to succeed. We just have to use them well and remember that there are no shortcuts. It’s an old adage but true.
I’m skeptical of PitchEngine. If anyone else can prove to me otherwise, I don’t see the benefit in it.
