Pitching: Keep it simple

Before landing at The Hodges Partnership 11 years ago, I spent two years working for a business journal. Back then, I leafed through media kits that came in the mail and countless faxes and filtered emails and calls from PR professionals near and far.

My take on the PR industry back then?

I was amazed at how many things came across my desk that were irrelevant to our publication. And I always got a chuckle when I’d take a call about a new business opening in Virginia, only to find that business was launching in Fairfax, which was of little use to our Richmond-focused journal. With technology as one of my beats, I also was confused and confounded by the jargon that cluttered the press releases in my inbox.  

At the same time, I was impressed by those who took the time to understand our publication and send relevant information that would interest not only me, but also our readers. I always thought some of them had such cool jobs, not knowing I’d join the fray when our publication went belly-up.

Readers of our blog have seen Hodgers talk about strategies for pitching reporters. One I try to live by is a variation of one of my Dad’s favorite sayings: Keep it simple stupid.

A local editor once told me he receives 500 or 600 emails a day, a large chunk from PR folks around the country. A second editor at a weekly estimated his email count at about 400 a day. How can you stand out? Creativity counts, but brevity is beautiful.

Need proof? David Pogue, the respected tech writer at The New York Times who just announced a move to Yahoo.com, sums it up best, clearly and concisely here.

Keeping it simple can go a long way.