Online PR pitching with just one tweet - in only 140 characters! How? Recently, while working on the promotion of a project for one of our clients, I had to do just that - and yes, it actually worked!
Online PR pitching with just one tweet - in only 140 characters! How? Recently, while working on the promotion of a project for one of our clients,
I had to do just that - and yes, it actually worked!
To begin with, I researched my journalist on Gorkana (the handy database us PR types have at our fingertips). Not only did I need his contact details, I was hoping to learn a little more about him – any information that was there, I’d happily take in.
As soon as I’d located him, the note in his contact details shouted out at me loud and clear, “Don’t call me on Tuesdays - I only consider pitches via my Twitter handle.”
I glanced at the date on my screen. It was indeed a Tuesday.
Ok, so a tweet it is, but this journalist is the top of his game, the publication has a Domain Authority of 100, how can a single tweet get his attention, never mind anything more?
With some very careful consideration and after conferring with my colleagues, the successful Tweet was created. It was polite, included all the relevant information, a hashtag and a link to the project in question.
It’s quite amazing what can fit into the character limit.
Most importantly, I offered everything I had right there and then; no glazing over my point, no cliffhangers and no false niceties.
Within moments I had an alert stating that he had 'added my tweet to his favourites'. Oh my, this is it - this is how it starts! Keeping calm, I replied to him.
I swiftly told him that I was glad that he liked it and that a re-tweet would be great; though I’ve since learned that this probably isn’t necessary – if someone wants to re-tweet something they just will, whether you ask them to or not!
He responded again to me, querying how the project was done. Immediately I got in touch with the web-design team with an urgent request for more technical information, which thankfully didn’t take long to source. I tweeted that I would email him all of the information. Once I had done that, the waiting game began.
Throughout the remainder of the day, there was no response. That evening, no response. The following morning, nothing again - oh no, not looking good. Then a colleague tells me that the client have just been in touch to tell us how happy they were with the fact we’d got the first link for the project on a DA 100 website!
Could it be? No, surely not. But yes! Yes, it’s there, the project is mentioned on the website, including a highly-prized link – fantastic!
- Research your journalist
- Pay attention to any specific requests – they include them for a reason
- Spend time and effort on composing your tweet – make every character count
- Keep an eye on it, react quickly and accordingly to any response you get
- Have extra information at hand, if they need anything additional you can provide it quickly
- Be patient
- Don’t hassle journalists, it’s tempting to keep asking if they read/saw/loved/hated your tweet, but rest assured that they will let you know if they’re interested
- Be sure to thank them if they do help you out – it will demonstrate good manners and set up a good rapport for any future contact