As a business coach and mentor, I talk to CEOs a lot, and all the time, whether it be personal, via email or even by phone.

My most successful pitches with the media have come from using the good old telephone,not by sending them an email! Step 3 in landing Free PR is from picking up the phone.

Every writer wakes up every day, goes to their office, sits down at their desk, stares at their computer and thinks, “What the hell am I going to write about today?”.

They’re not looking at their email.They’re sitting trying to get inspired to write about something.

When the phone rings, they’ll answer it.

Now, when editors go to their offices, they sit in front of a heaping stack of press releases.  The releases came in over the newswire, over email, and over fax, and guess what the editor does for the first two hours every day? He or she rejects almost all of those press releases.

Given a choice, would you call the editor who says “no” all day, or the writer who is just waiting for inspiration? You call the writer, of course!

That’s why I’ve always treated PR like a sales role–it involves picking up the phone and selling the writer to your story.

Everyone else in PR is busy pitching to a grouchy editor with a penchant for saying “no,” while you’re going right to the content producer—the writer.

There’s no competition!

So switch your focus to the writers and:
·      Know your angle
·      Know your target
·      Pick up the phone

For more information on this topic, check out: Generating Free PR.