Meet Mat Beeche Editor of Shoe String Launch at Pitch to Media, as he shares his tips on how Business Startups should be pitching their press release to get his attention and traction in other magazine.
Q1: What makes a good media release pitch?
Too often people are blinded by their own business, in my opinion unless you are 100% objective you should not be writing your own pitch to media. It should be a collborative effort between yourself and a third party. You need an angle, too often folks just copy and paste their about us section in an email and spam it out. I hate that. I want to see effort, it shows me that you are serious about your business. What does your business do for others? Why should people use your business? I love pitches that are short, to the point and have a clear message.
Q2: How do you suggest Small Businesses go about finding media contacts?
It is quite easy to access media contacts these days, twitter is a hub for journo’s and you can interact with them, without the barriers. Be smart, only join in conversations where you add value. Go to networking events. Introduce yourself via email or phone call – but ensure what you have to say adds value. For example, I don’t particularly care that you have started a online gift store, but I do care that you are the first online gift store in Australia that is Carbon Neutral. Time is everything with media.
Q3: During your time as Editor, what is the best press release you have seen?
Those that go to the next level. The other day I got a huge box delivered to the office, It was from Blue by Red PR and Edible Blooms, inside was a massive bunch of Chocolates and strawberries in a huge pot of flowers. I was immediately engaged in the product and read the release that acompanied it – Sure there was a cost that went along with that, but every editor that got the same release all did a story and everyone posted a pic on their publications facebook wall and twitter holding the product exposing it to thousands of potential clients.
Q4: What is your pet hate about people submitting press releases?
People not putting any thought into what they are saying. It’s like come on, seriously – if you want exposure you need to be competitive. Press is a game, you need to play hard.
Q5: How can Business pitching their press release to you, impress you?
Think about my readership, look at our website, look at the readership stats – Is your story applicable to my readers? Communicate that in the way the release is written you will most likely get coverage.
Q6: Those wanting to submit a press release to you should?
Submit to myself or one of my journo’s via email, or by mail on the address listed at www.shoestringlaunch.com
Pitch your press release to Mat at the upcoming Pitch to Media BOOK NOW
Shoe String Launch Magazine is a monthly publication that profiles entreprneurs and start up businesses around Australia. The magazine has become a fixture on the startup event and networking circuit over the last six months. Editor, Mat Beeche is the founder of the magazine and the Shoe String Launch Blog which attracts over 4000 readers each week. Mat has contributed articles to other industry publications around starting up including last months issue of Dynamic Business magazine.
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