Thursday, March 02, 2006

The Swift & Sure Suck-Up Strategy

As you saw if you followed the linkstream in the post below, there's been a li'l maelstrom in the PR blogosphere about the future of the press release. Our team took a stab at re-formatting an existing release based on the specific requests of journo-blogger Tom Foremski, and sent it his way with a pitch. Lo' and behold, he used the pitch and the document as an examplar of how (he thinks) press releases ought to look.

I am not using this space to promote the press release version, but the PITCH.
Hi Tom: We took a whack at re-formatting a release that's already gone out, to comply with some of the ideas from your blog. We've also attached the original. Is this "Foremski-style" version close to what you had in mind? (Please keep in mind that we were constrained to quotes that had already been approved by client and analysts, and, that this is a privately-held company, so the financial data is as robust as we could reasonably make it.)

What do you think? Feedback welcome.

What's To Like About The Pitch: This was a good example of jumping on a timely, controversial event (Foremski had grumbled about the archaic press release format less than 24 hours earlier), and, customizing a pitch to suit the interests of a specific reporter.

Yeah, this is a self-serving example but, the tenets are sound and usable for any client situation. The lesson? Monitor the wires, the blogosphere, news alerts, competitive websites, etc., every-single-day, for the tempests-in-a-teapot that affect your clients. Institute a Rapid Reaction process that empowers you to proactively pitch your clients' spin on each of these news bits, and watch the ink flow.

And lest you think we were sucking up to Tom: well, duh - we were. But that's not always been the case. Not by a long shot. We just happen to agree with him this time.

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