Good Morning Gloucester Series: Tips For PR Professionals Part III
Tips from Joey C the creator of Good Morning Gloucester, a hyperlocal blog with global appeal reaching an average of 38,000 a day and winner of CBS Boston’s Most Valuable Blogger Award.
The Pitch: Send in the Smokeshows.
You won’t be getting any politically correct advice here so if you want to act high and mighty and deny the facts then stop reading now.
You want to pitch a story that you want to see get some traction? Send in the smokes. Find out who the media person is and if it’s a middle aged male reporter or media person you send in the hottest piece of ass PR broad you have on your staff. If the media person you are trying to reach out to is some middle aged or old cougar send in your biggest beefcake on staff.
It’s the same in sales. The Mrs got hired to work for Pfizer right out of college selling Viagra. Her first year out she won four sales award trips to exotic locations in the Caribbean and around the country. There would be about 40 other reps that won these sales awards from the different regions around the country. You want to know what 95% of them all had in common? You guessed it, they were all smokeshows.
You think they’re a bunch of dummies over at Pfizer? You don’t think with the zillions of dollars that company makes that they have their marketing strategy on point? They know what they’re doing when they hire smart, friendly attractive people, believe me.
If you own a business you know how many different sales people come in pitching products. You get all different types of sales people all day long coming in to try to sell you cleaning supplies, office supplies, better rates on your electric bill, different phone services, ect ect ect…
After a while business owners look at sales people like lepers. We’re all way too busy to listen to the 30th sales pitch for phone service. You don’t think it’s the same way for a reporter who listens to his 30th pitch for a story about xyz for the 30th time?
So you send in the smokeshow or beefcake depending on the respective sales target. All of a sudden the middle aged business owner who probably hasn’t gotten a beaner from their wife or husband in forever is all ears. Now your chances of having that pitch at the very least listened to instead of a door being slammed in their face goes up tenfold.
So say you as a PR office manager have yet another dogshit story you need to pitch for a client. Send in the smokeshow. Send in the beefcake. Get that story placed.
This whole concept is probably one of those “master of the obvious” concepts but I feel it bears repeating.
I’m not saying you gotta give oral to get that story pitched but if you want to go the extra mile….