Bradshaw Comms: Freelance PR + Marketing. Helping Tech Cos Communicate.

02/20/2023

I said pros using cookie cutter pitches don’t understand what they’re pitching, and this is what happened…

If you read my last post, you know a friend of mine who contributes to Forbes, recently asked a burning PR question: “Seriously, why do PR people think cookie-cutter emails will actually work?”

In my last post on the topic, I highlighted the truth behind bad cookie-cutter pitches: PR people who don’t understand the content (likely tech) that they’re pitching… or at least why it’s relevant to readers.

And what a response from the PR community. Media was intrigued, but PR folks shouted both for and (mostly) against my take from the rooftops.

I’ll give you a shortened version of the feedback so I can get to the point: cookie-cutter pitches still work (and when) in my next post.

1. The infamous “We wear too many hats” or the “we are more than media relations” rebuttal.

Ok, this is very true. And we are all strapped for time. I’m not saying that a pitch can’t have meaty content that’s repurposed from a general news source (release, white paper, case study, research/survey, etc) and used in a pitch that’s customized for each journalist. The point is each pitch shouldn’t be copy/paste/adjust name and publication/send.

2. The “I don’t have the time to customize every pitch” excuse.

Just make the time or don’t pitch them at all. There should be more time spent building rapport and focusing on the relationship with your targeted media than with the content of the pitch itself, which should be no longer than 4-5 sentences of “news-specific” info.

3. Aracna-“I don’t have a personal relationship with this journalist”-phobia.

Personalization doesn’t have to be intimate. Read recent articles and offer your take, or connect their posts to what you're pitching or what your thought leaders can speak to during an interview. Always look for opportunities to give them what they might need, not push your own agenda. In fact, introducing yourself and asking them directly is a great starting point for building a relationship.

4. “Journalists use cookie cutter practices too” refute.

This one got me for a second. It’s true but not an apples-to-apples comparison given the pure nature and intent of journalists' work. I’ve had many requests from the media for written quotes instead of taking 5 minutes for an interview. Or Q&As conducted over email but written as if they’re life. I’ve even had publications quote me directly, a PR person from my client’s company, as a source using content copied/pasted from an email pitch. But I get it, we are all wearing multiple hats. And nothing is ever off the record, is it?

Next, in my last post of this series, I’ll end with the part that still surprises me today: cookie-cutter pitches that work - and when.

Stay tuned!

Have a burning question you’d like to ask PR or a journalist? Send me a DM.

I'm currently looking for part-time work or projects. Let's work together!

01/27/2023

Welcome back, daylight.

On Wednesday, the sun sets after 5 p.m. in Seattle, which is the first time in nearly 3 months.

01/26/2023

A close friend of mind is a prolific contributor to Forbes online (he’ll remain anonymous for now). When asked what burning question ❓they have for PR pros, they didn’t hesitate:

📣 “Seriously though, a big one is why do they think cookie cutter emails will actually resonate?” 📣

This sent shivers up my spine. The short answer is: we don’t. 😵

Unfortunately, cookie-cutter pitches are a thing of the past that still haunts 👻 media today. At the very foundation of the problem is this:

PR pros should be subject matter experts for their clients. And most aren’t.

In the old days, our job was much more about matchmaking 🤝 and connecting media with sources. Less about knowing client material like the back of our hand 🖐 Nowadays, communications pros have a seat - or at least a voice - at the table. Cookie-cutter pitches are outdated and should be obsolete.

How in the world 🌍 did we get here???

From my POV, if PR doesn’t really know what they’re pitching, they use a boilerplate or cookie-cutter piece of content for a pitch. These copy/pasted emails are often massively and manually disseminated from a large, outdated Excel grid of media ‘targets’ that at were - at one time or another - relevant for another client campaign. Even worse, these pitches can be sent directly from today’s latest media database technology, which by default is likely riddled with inaccurate journalist beat and coverage areas and bad contact data. (Coming 🔜 : I’ll post another media friend’s burning question on this exact topic soon)

Pitching should be like spearfishing 🎣, not casting a wide net and seeing who bites 🙈

While I certainly don’t condone cookie-cutter pitches, there are very few case-by-case situations when I’ve been successful with this approach when executed properly. I’ll share these with you in tomorrow’s post!

Are you a journalist victim of 🍪 cookie-cutter pitches? Share your story in the comments below! Have a burning 🔥 question you’d like to ask PR? Send me a DM.

01/26/2023

One contributor's burning question for ...

...What burning 🔥 question did one Forbes writer ✍ want to ask PR? (part one) A close friend of mind is a prolific contributor to Forbes online (he’ll…

01/25/2023

✅ Eager employees

✅ Dish out treats

✅ Fetch breaks

❌ Cats

01/25/2023

Happy Wednesday!