Updated on June 28, 2009
Love this plea by BL Ochman to PR people: â€œPlease take this quiz before you send out another press release or email pitch.â€
- Has the print, online or broadcast reporter you are pitching ever covered this topic?
- Would this pitch or release elicit a response from people who read it?
- Is this pitch or release bullshit?
- Would anyone pass along a story on this topic to a friend or colleague?
- Have you Googled the reporters and bloggers on your list so you know if they’ve covered your competitor?
- Have you read your competitors’ press releases?
- Have you checked to see if any blogs specifically cover this topic?
- Can you make the copy shorter?
Iâ€™d add the following four questions:
- Have you actually visited the website/blog of the person youâ€™re pitching to?
- Have you discovered how the person youâ€™re pitching to prefers to be communicated with?
- Have you read/watched/listened to any of the content published by the person youâ€™re pitching to in order to get a good sense of what they typically talk about?
- Are you absolutely sure that your pitch or press release will very likely be seen by your pitchee as relevant to them, as well as timely and interesting?
That makes 12 questions in total, a round dozen. Who has any more?
And with my four, â€˜Yesâ€™ is the correct answer to each. If you canâ€™t answer â€˜Yes,â€™ donâ€™t bother to pitch.