For some reason, I’ve suddenly started to get a few pitches from PR agencies and companies regarding business and marketing books. I’m not sure if that’s a good thing or a bad thing, but as I like to read I’ll take it as a nice bonus.
Going through the pitches, though, I’m beginning to wonder if the authors themselves should start composing the pitches to go with them.
Maybe that would stop some of the less-than-impressive ones getting through. Here are two examples – see if you can spot the difference.
Example One:
“Hi Danny,
I thought you might be interested to hear about a book by one of my clients [insert book title here].” There’s then a slew of recommendations of the book from other business book authors, as well as what looks like standard press release copy. The PR person then signs off the email with the closing comment, “I’ve attached a PDF version of his new book. Have a look and if you enjoy the book would you consider a blog post? Best,”. No name, signature, or where the email came from (except in the email address bar).
Example Two:
“Hi Danny,
I’ve been reading your blog for a while now and really enjoy it. I particularly found (Post A), (Post B) and (Post C) refreshing as I’d actually left a comment on another blog about the topics raised in these connected posts. I hope you don’t mind me reaching out to you, but I represent an author whose book touches on these subjects and more. I don’t want to send you a long introduction that may not interest you or catch you at a good time. Therefore, if you’re curious about learning more, feel free to reply to this email and I’ll call when convenient. Thanks again, and keep up the great topics, James.”
Whose book do you think I’d be interested in looking at?
photo credit: CarbonNYC
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Ever get the feeling some authors should just do their own PR? http://bit.ly/18aQT8
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I have a pretty good feeling the “some reason” is your recent and rather enjoyable Chris Brogan posts (and the fact that you aren't bad at this whole blogging thing).
I am going to go with choice one… any email that bad can only lead to amazing content. The second guy put effort in, that means he must not have much…
You're being facetious with the choices, right?
It's funny, I actually started getting pitches before the Chris Brogan feature (and had already reviewed Iggy Pintado's “Connection Generation”) so who knows. Maybe I'm being confused with that other Dan Brown guy…
Twitter: timjahn
Maybe I'm just a guy who knows nothing about PR but I feel like recently I've been reading more and more blog posts about bad PR pitches. Which leads me to ask, what's the point of a PR pitch? These days, it seems people write horrible pitches that just end up humiliating them.
So why do these people writing pitches have jobs writing pitches? They seem to really suck at it and get laughed at by everybody they pitch. Are they accomplishing anything other than embarrassing themselves and the firms they work for?
I'm being serious here. It honestly seems like they have a pointless position.
I'm wondering if it's one of two things, Tim – is it that the person is inadequate or the training? I know that some PR colleges, schools, whatever you wish to call it, put a lot of focus on writing as an art and an important part of good, solid PR.
Then you have many agency (or larger corporate) PR folk that still seem to feel that bloggers are cattle fodder on the media relevancy farm, so treat them accordingly. It'd be interesting to see how pitches differ (if they do), from what gets sent to a “known” media outlet, and what gets sent to a blogger, when it comes to pitching the same product.
Somehow I feel they'd be slightly different…
That I am, the second guy clearly took the time to write to you (even if that was a form letter where he plugged in three of your posts) not just to write everyone and include you as a BCC like the first guy did.
I dont know if it is bad PR as much as it is just plain lazy. The old ask 100 people and one will say yes. I think that technique is working less and less these days. Targeted communication may be a bit more cumbersome, but I always find it to be far more effective…
Totally figured it was the Brogan posts… guess you are just moving on up the blogging ladder! If I ever write a book, you are the first person I will send my form letter to
It does seem like certain kinds of PR are becoming unnecessary. Just look at what Chris Brogan did with Trust Agents… no PR people, no low level minions. He built a community, reached out to it and leveraged those connections to help promote the book (Which amusingly enough is exactly what the book suggests you do). I am not sure it is a lower level of pitch than used to exist as much as it is just a dated practice.
Every industry that used to depend on this type of cold contact needs to take a long hard look at these practices because not only are they ineffective, they are utterly detrimental to the relationships they are looking to generate.
Agree – even if the second pitch was a form email, taking the time to personalize it made it all that much better.
But here's another thing; if it had been the review and chat with CB re. Trust Agents that had made PR folks sit up and take notice, that would kinda piss me off a little. I'm the same blogger; the same person on Twitter; the same doofus that writes a bunch of thoughts that might or might not find an audience. Wouldn't it be nice to think that folks doing their jobs properly would notice either me (or other bloggers like me) outside a single review?
It's the old “go after the influencers” syndrome – how about go after the relevant audience, which isn't always the influencer? In that respect, much has still to be learned about blogger outreach programs.
Have you received the straight up press release yet? Those are my favorite. They don't even stop to say hello! It's almost like an exchange one has with woman (or men) with questionable morales on a street corner.
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Maybe Some Authors Should Do Their Own PR by @dannybrown ~ http://bit.ly/wfkRj –If I must pick, hav2 be no.2. Efforts count. ^^
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didn't one of these emails address you by a different name all together?
Twitter: cubanalaf
Definitely the second one – it shows they did research into their outlet (you), which is the first lesson I learned in PR. Always research, always show interest, and aren't cover letters usually the same? You want to make the person you are reaching out to feel unique, not blasted.
I've started getting some too, but they are just straight up press releases. My favorite was about Lemonade Day – from the same agency, two different people.
I have to thank Catherine S. Reed for posting your article on my facebook page and enlightening my knowledge base. Thank you Catherine. This is a very interesting topic. I have self published one book and currently collecting data for book two. I would agree that example two would be the most enticing and I would more than likely respond. This is simple, it appears to be addressed to me personally, this is why I feel that you hit a cord with your title and we do need to do our own PR.
I am a member of a diverse group of authors, who meet every Tuesday to share ideas about growing our network of follower (Buyers). This mastermind group is going on its 2nd year and we still have much to accomplish. That being said having a PR firm help in the promotion is a valuable tool, but should not be the end all specially with the nature to information exchange today.
Danny thank you for the opportunity to share
Jed A. Reay
Danny,
Definitely example two! Example one seems to generic and almost automated, just how many others got the exact same type message with the only difference being the address line changed to provide a very minor personalization to whom they are sending it to.
Example one look too much like junk snail mail received from time to time plugging a sweepstakes or advertising a product. I'd have completely deleted example one without even reading it most likely. Time pressed and anything that remotely resembles something automated or spam I simply don't have the time for.
Tim,
Why do press releases? If done properly, they are still very effective. It's the same as anything else – the good get overshadowed by the poor. In our 24/7, real-time, want-to-be-connected society we don't take time to hone our craft. We rush in an effort to push things out. If we wait, someone else will beat us to it. If we wait, people will think we lack understanding. Everyone wants to break a story, everyone wants their story to be the most viewed. Plus it's easier to do a poor job and push it out. We're spinning the wheel, yet we're not going very far.
Technology is suppose to help, but it's actually making things worse. But what do you do?
High fives all around on this one, Danny. I think you've pinned down what's wrong with a lot of book pitching that goes on these days. For me, the most successful pitches aren't pitches; they're just dropping a blogger a line, hopefully someone I know from past books, but always respecting their time and field of interest while I tell them about a new book or share a link. I mean, a book is a BIG investment. It takes time to read and think about and review. I wouldn't ask a friend of mine to slog through long paragraphs of press release copy before reading a book, and I wouldn't ask someone I was reaching out to either.
In my perfect future, pitches would be replaced with communities. I have this project going on, I call it reverse pitching, and it's going rather well. But anyway, good on James.
Pitches rarely fail to dissapoint me. Out of the past 50 I have recieved, only 2 or 3 were even read or taken seriously due to to similarities to “Example One:”
I have had ZERO formal or on-the-job PR training, but I just seems like common sense not to ask something from someone without knowing who they are or introducing yourself personally.
Michael, I'm so glad you wondered if the second was a form letter — I am pretty cynical even about personalized pitches, ever since I was taken by one on my personal blog (back when I was doing, ironically, book reviews). Don't appeal to my ego, appeal to my audience through my content — I found it interesting that Pitcher #2 mentioned your blog entries but didn't link to the one he made the comment on (or did he and you redacted it?).
I'd like to think that if my content mattered that much, that they'd engage first. And I know what a tough call that is — I freely admit I've hesitated on reaching out to bloggers on behalf of clients when I don't have a ton of time not just to comment, but even just to read. Still, I'm trying to make more of an effort, and when I do reach out? It will be because I researched over time, not just for an hour or two based on a keyword search. (See? cynical!)
Hi Danny…first, I'm not a publicist or PR agent, rather someone who stumbled across the title of your blog. I have been published and I can attest that the book that I promoted myself was far more successful than the one promoted by someone else. There is an element of intimacy when you promote your work yourself.
Now, my thoughts on the two pitches; the first pitch more than likely went to hundreds of people, in hope that one would bite. The second, feels like a putting on an over-starched shirt, but does show interest in what you are interested in promoting or writing about.
I would definitely be prone to respond to the second; it feels somewhat more natural.
Hi Danny…first, I'm not a publicist or PR agent, rather someone who stumbled across the title of your blog. I have been published and I can attest that the book that I promoted myself was far more successful than the one promoted by someone else. There is an element of intimacy when you promote your work yourself.
Now, my thoughts on the two pitches; the first pitch more than likely went to hundreds of people, in hope that one would bite. The second, feels like a putting on an over-starched shirt, but does show interest in what you are interested in promoting or writing about.
I would definitely be prone to respond to the second; it feels somewhat more natural.
Hi Danny…first, I'm not a publicist or PR agent, rather someone who stumbled across the title of your blog. I have been published and I can attest that the book that I promoted myself was far more successful than the one promoted by someone else. There is an element of intimacy when you promote your work yourself.
Now, my thoughts on the two pitches; the first pitch more than likely went to hundreds of people, in hope that one would bite. The second, feels like a putting on an over-starched shirt, but does show interest in what you are interested in promoting or writing about.
I would definitely be prone to respond to the second; it feels somewhat more natural.
I might be new to this but the second one doesn't sound as bad as the first. They at least did some research on you and tried to be personal. Maybe they over did it a bit but at least they did something to catch your eye and reference you.
Hi Christa,
He did link to the blog post and comment in question – I was just referencing it for an example. But it did indeed cover similar topic to the three he had mentioned in his pitch, and that made me take more notice of it, the fact that it was at least relevant. Which is a nice change
Oh yes – they're marked in a special folder called “B for Bin”
No, that was a separate follow-up email from a previous blog post I had written. That was quite comical too, though…
Thanks for bringing an author's viewpoint to the table, Jed. What's the overall view from writers – are you hearing more/less horror stories about pitches? Do you have final approval before the pitch goes out, or is it up to the PR agency or person? I'm just curious how much input author's have, and if they're aware of how they're being viewed (incorrectly) via association with a bad pitch?
Here's the thing though, Kasey (and with a PR background I can see where you're coming from). That little bit of extra time can make all the difference – think how better received it'll be for being done properly, as opposed to being called out for a lazier and quicker approach. Which more bloggers seem to be doing now – it's almost as if the tipping point for crappy pitches has been reached?
Reverse pitching sounds an interesting concept – look forward to finding out more about that from you soon.
Do you think this could see the self-promotion model become more popular, if lazy pitches continue to be called out? There seems to be more examples now of authors using their own resources and contacts as opposed to the traditional methods (which are obviously still popular and effective, when done well).
Absolutely. Unfortunately, that's the mindset of a lot of uneducated PR pros. It's a big problem in the PR industry. I like to think I'm in the minority and one that does take time to ensure a proper pitch.
I think bloggers will do the PR industry well. As more and more try to pitch bloggers, the industry will need to shape up. Those that are already doing it the proper way and understand how to pitch will be the survivors.
You got it. It's all explained here: http://tj.dietderich.com/?p=65
The newsletters are short and sweet. Ten books every month from across all genres, one paragraph explaining each book and a link to its Amazon page if the reviewer wants to learn more. Nifty. This program is my baby, so I'm biased.
Twitter: CTK1
Good one Dannster!
Big difference, indeed. Obviously the first example is much more appealing [grin].
Seriously though, absolutely, I think authors should handle the writing of it if they can, but in many cases when it comes to self promotion an author stymies up. Although I wouldn't imagine such a thing from a business/marketing writer? I imagine that more from a Lit writer or one of those peculiar poet types. Long Live the Letter #2 approach.
The right and wrong way to send an email pitch (via @DannyBrown) http://bit.ly/wfkRj
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Hi Danny, I'm so glad you brought that up. I've been a reporter for 19 years and in addition to my journalism career I do public relations and social media consulting. Everyday I filter through sucky PR pitches. I hate to bag on PR pros because not all fit into this category but it seems they should spend some time on the journalism side of things so they know how to pitch. You can learn how to write a press release and string sentences together in a certain format but there are also other elements that are needed to make a good pitch. Knowing the basics of how to address someone and appeal to their curiosity is one. Answering the question, “Why should I care?” is another. Frankly the majority of pitches I get I just toss. I'm launching a webinar called Ask a Reporter: How to Create a Press Kit http://www.beachbettypr.com in which I address these issues from a reporter's perspective. It just gets really frustrating to get the poorly written pitches and it's sad because often it's a newsworthy product or service, yet the bad pitch does it a disservice.