Securing media coverage: pleading won’t work

I saw a Youtube video today of a mock-plaintive junior at PR agency Ten Yetis begging a journalist to cover her client’s mobile App. Maybe it worked but it left me feeling embarrassed for her. If I was her client, I’d be wondering if that’s all there is to pitching journalists and securing media coverage – maybe wondering if I didn’t need a little more marketing savvy injecting into my PR efforts.

Why, for example, was there not one single good reason offered up to the journalist to write about the product? Why do his readers need to know about it, why is it better than similar Apps? It’s not like there wasn’t enough time – she had plenty to plug the product name (three times I counted). Maybe it’s just rubbish and that’s why, as a pitch attempt, this PR flack’s effort was pretty lame. Just my view of course, based on the information available at the time of writing. Am I right or am I being too harsh?

A couple of days after writing the above, a Twitter follower directed me  to this blog entry by freelance journalist Cath Elliott about the quality of output from Ten Yetis PR. And today, an experienced trade magazine editor read my post and told me “they do the kind of PR that makes you want to kill out their emails before you even read them.”

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