Ecommerce University > Ecommerce Marketing > Tips for Achieving Organic PR Success: Who to Contact
Tips for Achieving Organic PR Success: Who to Contact

You know what publications you want to go after and you’ve built your story out into a worthwhile pitch. Now, it’s time to learn a little more about your target audience and what you’re up against.

The most important thing to remember as a representative of your brand is that journalists are wary of PR people. The reps that are considerate of the journalist’s time, understand their beat, don’t spam and don’t send more than one copy of the same pitch are the ones that develop lasting relationships.

Below you’ll find the most common PR targets and a little background on how they work.

01. Editors.
While editors control the workflow in the editorial department, they can also be the busiest people on the staff. Getting the attention of an editor is tough work, but it’s the most fulfilling in terms of getting an interview or placement for your story. When you pitch an editor, pay careful attention to the contact’s beat. Make sure pitches are relevant, succinct and include all of the relevant facts.

02. Reporters.
Reporters aren’t slaves to their editors, but they do have to work through them to secure a story placement. They’re also extremely busy, but they’re always hungry for interesting story ideas. Reporters are second to editors in terms of securing editorial placement, but you may have a better chance of gathering a response from a reporter. Make sure to include all of the relevant information in your pitch and offer a press release as supplemental info.
03. Bloggers.
The advent of the blogosphere has changed the way PR professionals think of pitching. Bloggers can be a wildcard in the world of public relations; some blogs are updated by individuals, while others function more like online magazines. As a result, bloggers have a bit freer reign when it comes to which editorial content is posted. But, as wildcards, bloggers also present a unique challenge: if you get under a blogger’s skin, they won’t hesitate to drum up some negative press on your company. Therefore, wariness is crucial when pitching bloggers.
04. Editorial Assistants.
It’s a last ditch option, but it’s been known to work on occasion. Editorial assistants handle a lot of administrative work at prominent publications so they don’t usually have a lot of pull. If your story is interesting enough and the editorial assistant wants to gain some extra points with the boss, they could forward your pitch along and bump you up to the top of the editor’s queue.
by Gonzalo Gil Google