unpitching
DESCRIPTION
My notes from Scott Stratten's webcast: UnPitching: How "not to suck" at pitching the media.TRANSCRIPT
![Page 1: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/1.jpg)
UnPitchingHow “Not To Suck” at Pitching the Media
Notes from Scott Stratten’s Webinar:
Webcast by Vocus – August 23, 2012
![Page 2: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/2.jpg)
PR is not Public Relations PR is People React, People Respond,
People Reach-Out
![Page 3: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/3.jpg)
Mailing lists are about your clients, not about you.
Use them to learn about your customers - to engage.
![Page 4: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/4.jpg)
Mailing lists are not to be used with a shotgun approach (how many people can I send this to in the shortest amount of time?)
Get people to know you and they will read what you have to say – build relationships.
![Page 5: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/5.jpg)
Sending mass emails is not a talent.* You should make each contact
unique. The emails you send should be
irreplaceable.
* Bonus slide at the end
![Page 6: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/6.jpg)
NEVER USE ALL CAPS IN PRESS RELEASES OR SUBJECT LINES.
All caps is the equivalent of shouting (and it is very annoying for the reader).
![Page 7: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/7.jpg)
The new press is electronic press– it’s digital, and it’s social.
![Page 8: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/8.jpg)
Match the metric with the mind of who you are talking to.
What makes sense to you doesn’t necessarily make sense to your audience.
![Page 9: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/9.jpg)
Create individual messages when making a pitch.
Remember to follow up. Cultivate the relationships you start.
![Page 10: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/10.jpg)
People respond to awesome – care about others and you will be able to create Uber PR.
Uber PR – when you create something that gets talked about because it’s awesome.
![Page 11: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/11.jpg)
The key to Uber PR is reachingthe 3rd circle.
![Page 12: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/12.jpg)
There is You Then you have your 1st circle. This is
your immediate Twitter followers, Facebook friends, etc.
The 2rd circle is your 1st circle’s, 1st circle.
![Page 13: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/13.jpg)
The 2rd circle is the unconditional circle of content.
These people share your content, not because they know you or like you, but they because your content is worth sharing.
![Page 14: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/14.jpg)
Once they (the 2nd circle) start sharing your content, with no “brand umbilical cord”, it reaches the 3rd circle.
Then you know you’ve created something awesome.
![Page 15: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/15.jpg)
Remember, viral can be good or bad. Once content is out there, you don’t
control whether it goes viral or not. The audience decides what goes
viral.
![Page 16: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/16.jpg)
Phrase text in a smart way – as a PR person you should be able to tell people off and having them smile back at you.
![Page 17: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/17.jpg)
Make sure there is no double connotations or inappropriate meanings when you put out content.
Specially if it is your logo.
![Page 18: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/18.jpg)
You are not PR, you are the PR expert.
PR is everybody in your organization. Everyone influences the brand.
![Page 19: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/19.jpg)
As a PR expert, you have to train your people on the impact of social.
Never tweet, text, email, post, etc anything you wouldn’t like to see on a giant billboard with your picture and the company logo.
![Page 20: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/20.jpg)
What you tweet (and post in other platforms) is a billboard – if you disclose your company name on your profile, you are writing on their behalf (even if your bio says different).
![Page 21: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/21.jpg)
People make mistakes. This is ok. But when it “hits the fan” your
response should be: Immediate, authentic and appropriate.
![Page 22: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/22.jpg)
If you make a mistake, own up to it – don’t forbid people from commenting. Listen.
![Page 23: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/23.jpg)
Never piss off geeks or moms. If you piss off a geek-mom, good
luck.
![Page 24: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/24.jpg)
PR is real time. PR is a two way conversation, it’s a
telephone, not a megaphone
![Page 25: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/25.jpg)
About Scott Stratten
Scott Stratten is President of UnMarketing.com, a company that combine sefforts in viral, social, and authentic marketing. He has guided companies such as PepsiCo, Adobe, Red Cross, and Saks Fifth Avenue through the viral/social media and relationship marketing landscape. Scott was name done of the top five social media influencers in the world on Forbes.com. He speaks globally on how business can engage better (or at all!) with their current and potential customer base using social media, viral marketing –and just plain old engaging conversation.
![Page 26: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/26.jpg)
The complete webcast is available at bit.ly/Pkfw1e
Scott’s books UnMarketing: Stop Marketing. Start Engaging, and his latest book, The Book of Business Awesome/UnAwesome are both available on Amazon.
![Page 27: UnPitching](https://reader034.vdocuments.us/reader034/viewer/2022051816/54630c0bb1af9f7d228b5281/html5/thumbnails/27.jpg)
*Bonus slide
As Marcello Serpa said: “Alguémtem o email do imbecil que inventou o Email Marketing?”
Translation: Does anyone have the email of the idiot who invented email marketing?