I learned how best to handle pitches from insurance public relations representatives from watching "The Player," a 1992 movie starring Tim Robbins as a Hollywood producer harassed by would-be screenwriters and directors.
Besieged with ideas even while taking care of business in the men's room, Mr. Robbins' character insists everyone tell him what their film is about in 20 words or less. If the peddler can't sell the concept that quickly, he's not interested.
I know it may sound harsh, but I have found this to be a quite effective way to force PR people to not only get to the point, but to focus on why I should agree to green-light their proposal–which, as in the movie business, only happens in a relative handful of instances.
That was just one of the tips I provided to tech vendors in Orlando last week at the Insurance Accounting and Systems Association seminar: "Boot Camp for Selling & Marketing to Insurance Companies."
Perhaps the most important message driven home at a panel discussion on "Pressing The Press: What You Don't Know Can Hurt You," is that whenever you pitch a story, you must make clear how it benefits the reader. That's what it all comes down to.
If you believe you have valuable insights to offer, and can do so without blatantly plugging your own company, there might be a place for a how-to, market trend or opinion piece in this magazine. Readers get the benefit of the author's expertise, while the contributor raises their profile.
If readers are impressed with what the source has to say, and want to explore a business relationship, we clearly identify the author's company and provide contact information for a follow-up.
(Click on "Story Ideas" at the bottom of our home page at www.property-casualty.com to check our contributing author guidelines.)
I also warned those at the boot camp to do their homework before pitching me. Get a copy of the magazine. Check our Web site. Search for similar articles in your subject area. And study the editorial calendar (also on our home page).
If an editor isn't interested in receiving a contributed article, offer yourself as a source on a wider-ranging, staff-driven trend story. While you'll have to share ink with some of your competitors, it's better to be in the story than left out.
Also keep in mind that print isn't your only opportunity. I'm not just a magazine editor these days–I'm a brand manager. If you can't place an article with a publication, perhaps you can provide a Web exclusive piece, secure a speaking engagement at an online or live event, or partner on a research project or award program.
At conferences, don't waste an editor's time with a vague invitation for coffee, lunch or a meet-and-greet with your CEO. Feed the beast by generating news–release survey results, put out a study or gather an expert panel.
Remember that if all you seek is a promotional vehicle for your product or service, you should buy an ad. And please don't threaten to pull your ads if you don't get editorial space–you'll be cutting off your nose to spite your face.
But if you feel you have something legitimate to contribute, you can secure what's known as "earned media," which means the editor feels you have something important enough to say to be included in the publication. That's valuable to readers and marketers alike.
Sam Friedman
Editor In Chief
You can respond to this column on Sam's March 18 blog entry at www.NUSamSoapbox.com. Follow Sam on Twitter at http://twitter.com/NUSam.
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