Breaking The August Drought

For those not on holiday (anyone?), it’s prime time to pitch and be pitched to. Yet my inbox is mostly full of round robins and press releases.

If you too have a snippet more time, it might be well spent crafting bespoke emails to press, suggesting engaging angles on topics relating to your clients. Don’t wait until the new season when we’re all tied up again.

When approaching digital journalists – like myself – consider whether the ideas have SEO potential, or whether they’re ‘clicky’ and therefore ripe for sharing on social media. Ask yourself: Does it tap into the current zeitgeist, or a future trend? Can it clarify queries and help service unmet needs? Each of these things may pique our interest.

Although we might have more capacity for updates of existing articles, I’d avoid putting your clients forward for features that have recently been published. Missing the boat can be frustrating but see this as a time for proactive outreach. Great publicists create situations as much as responding to ones.