I agree with all of this. I get pitched books a lot but I get pitched a lot of crappy stuff that nobody in their right mind should care about. Here are pitches from PR “professionals” that I received in the last week:
“Younger Workers Report Higher Levels of Employee Confidence” (Wow)
“I just wanted to alert you to a report (just released) related to talent management and retention trends in the current economy.” (Neato)
“Americans say “No, thanks” to the corner office” (Do they?)
“New Study: Flexible Work for Nonexempt Workers” (I got a “Dear sir or madam” on this one)
I mean, read my blog. Do I talk about this? Am I going to cite your study?
All of the PR people that have successfully broke through to have their stuff featured are the people that build a relationship with me before they need something. They learn about me and about my audience and then tailor their message to me in a way that's highly successful.
That's awesome! I am just a few more press releases away from creating a “canned” response in gmail for these things myself. I'm sure you get a ton of these though, since you write for traditional media outlets as well as your blog.
Same here. Some of the ones I've gotten recently say “I've seen book reviews on your site.” This can't be true. I think I have only done two book reviews ever, and they are from when I first started. And they are people that I still talk to regularly, whom I respect, who are always generous with career advice for me.
I think you hit the nail on the head. Be a part of the community before you launch your book. It's really the people who email me out of the blue who annoy me. The people who have been in the community tend to write personal emails anyway, as it should be!
Do I have a problem being pitched? Not at all. Are 90% of pitches done the wrong (impersonal) way? Yes. To these I share no interest. As you covered here, it's about forming that connecting before reaching out. Rather than pitching every blogger out there, find a few that you can connect with, learn about them, read their material and get a feel for what they're all about – then go in for the pitch. Present an offer that is mutually beneficial and strive to set up a deal that doesn't feel like work for the blog author. Wise wisdom here Monica – good thoughts.
That's a good point. I guess I don't have a problem getting pitched either. My problem is that most pitches are a waste of my time. (But I guess that's why they are called “pitches,” right? Rather than “custom-tailored stories you are interested in.”)
Traditional media doesn't have a problem with poorly aimed pitches. As a blogger, I do. Another thing to consider when you hire PR that “does” social media also.
Your blog post is really educational for me. I just relaunched my blog and I just started receiving these requests. One such email came and didn't even refer to me by name in the email. This is really good info for PR pros to learn.
Thanks! Glad to hear it was useful for you. The situation is very frustrating for both bloggers and authors, so any way to help both sides understand the other is important!
Monica – This is a very interesting take on the topic of book reviews. As a blogger and coach in the career advice sphere, I am also constantly pitched by authors and asked for reviews to provide them exposure on my various outlets. Yes, it can be time consuming, so I only agree to receive and plan reviews for books that are closely aligned to my niche and my readers' interests. (And that come with personalized notes.)
While it does take extra time and effort to review books, I don't view the requests as burdons. As long as they are targeted and the books relevant, I view writing reviews as additional opportunities to engage with a community of writers.
In addition, I usually learn something unique and valuable from the books I review and keep on my shelf for reference. So, as I offer visibility, I also benefit, as do my readers.
Of course, every blogger is unique – there is no one “right” way to pitch ALL “new media.” (For example, I don't solicit or accept offers to guest post on my blog – I'd much rather review a book than hand over my platform to someone I don't know!)
I think the best advice here (as Lance mentions in his comment) is that building relationships is important and that it is key to offer value when asking for something. I'd add, “Don't make assumptions and do use all the tools at your disposal to connect BEFORE asking for a favor.” I've been known to go out of my way for someone who regularly comments on my blog and/or has built a rapport via Twitter.
I don't mind reviewing books as long as A) They are relevant to what I write about B) The author is willing to take 20 minutes to record a personal interview with me (which they typically are when I ask). I just posted an interview today that came from a “pitch” from someone I had never heard of, and it turned out to be a great story.
Speaking of stories, I totally disagree with the point that new media is not looking for stories. I'm always looking for great personal stories to share, as are many others. This is simply a matter of opinion, and it's impossible to generalize.
I actually do like getting press releases for the blogs I write for — but I'm in a different boat. I write fro a variety of different blogs on a regular basis and having a press release or two can make a difference in whether I have something to write about.
But — and this is a big one — it's very clear that many people send out releases without any thought to whether or not it's actually relevant to the recipient. There are plenty of people who have sent me an entirely irrelevant press release whose emails now don't even reach my inbox.
These are good points. Each blogger probably has preferences, and these are mostly mine and not necessarily a reflection of what all bloggers want.
Relationships are the key! If PR professionals remember that part, it really doesn't matter what they ask for. When you have a relationship with someone you are able to tell them “I'd prefer to do this instead…”
I definitely go out of my way for people who have built rapport.
I don't mark as spam unless the person is really obnoxious – but it's just as frustrating as you say! I think it makes sense that you like press releases, since you do a lot of freelance for various blogs and traditional media outlets. You would be a blogger “looking for a story,” so press releases are more helpful.
Monica- Interesting post as it made me think about the different ways that I've been pitched in the past. I think I'm similar to Miriam and I'll review the pitch and determine if I think it is a new and relevant viewpoint on the subjects that I write about.
However, that being said, I've been most receptive to those whom I had a previous relationship or from someone whom I already respected/enjoyed hearing or reading their point of view on the subject in the past.
Monica- Interesting post as it made me think about the different ways that I've been pitched in the past. I think I'm similar to Miriam and I'll review the pitch and determine if I think it is a new and relevant viewpoint on the subjects that I write about.
However, that being said, I've been most receptive to those whom I had a previous relationship or from someone whom I already respected/enjoyed hearing or reading their point of view on the subject in the past.
“pay me to do a (disclosed) review post for you, or work out some sort of money trade.”
Interesting. I once posed this very same question to the blogosphere since I was also getting inundated with requests to read and review books from folks I'd never heard of. And I pretty much got ripped apart from authors telling me I was a horrible person for even asking.
Frankly, I don't see much difference between a blogger and the book reviewer for the NTY except that no one would expect the NYT reviewer to read their book for free.
Hi Monica, I found your piece via askamanager. This piece is a hilarious take on the topic: http://su.pr/1xOdpo (“I Will Not Read Your F… Script” by Josh Olson at VillageVoice). It's a bit different because at least his pitchers are in the same field–or are trying to be–but the response and explanation (time wasted etc) is on point.
I think that there is a huge difference between being paid to be a reviewer for the NYT by the NYT or receiving payment from a publisher to review a book. This would be much different from Monica receiving money from a publisher (even disclosed) to review a book.
I'm not saying that Monica is asking for payola, but rather that she is sort of functioning like a zine as opposed to a newspaper.
For zines and independent papers or newsletters, often publishers and contributors don't get paid or make just enough to cover publishing costs (with some exceptions for the larger ones) but readers still expect reviews and such-nots. So the question is, how do smaller zines and newsletters deal with these issues, especially since they are probably equally as spammed by PR guys
Monica O'Brien is the Director of Digital at Fizz and author of the book Social Pollination, which helps businesses leverage social media for crazy growth!
"There's no sugar coating in Monica's advice. She understands and outlines what works and doesn't, while she also leaves room to discuss the transient nature of social media."
Grace Boyle, Publisher Services Manager at Lijit
Monica O'Brien is the Director of Digital at Fizz and author of the book Social Pollination, which helps businesses leverage social media for crazy growth!
{ 22 comments… read them below or add one }
I'm going to include a link to this post in the form response I send to most book review requests!
I agree with all of this. I get pitched books a lot but I get pitched a lot of crappy stuff that nobody in their right mind should care about. Here are pitches from PR “professionals” that I received in the last week:
“Younger Workers Report Higher Levels of Employee Confidence” (Wow)
“I just wanted to alert you to a report (just released) related to talent management and retention trends in the current economy.” (Neato)
“Americans say “No, thanks” to the corner office” (Do they?)
“New Study: Flexible Work for Nonexempt Workers” (I got a “Dear sir or madam” on this one)
I mean, read my blog. Do I talk about this? Am I going to cite your study?
All of the PR people that have successfully broke through to have their stuff featured are the people that build a relationship with me before they need something. They learn about me and about my audience and then tailor their message to me in a way that's highly successful.
This isn't difficult.
That's awesome! I am just a few more press releases away from creating a “canned” response in gmail for these things myself. I'm sure you get a ton of these though, since you write for traditional media outlets as well as your blog.
Same here. Some of the ones I've gotten recently say “I've seen book reviews on your site.” This can't be true. I think I have only done two book reviews ever, and they are from when I first started. And they are people that I still talk to regularly, whom I respect, who are always generous with career advice for me.
I think you hit the nail on the head. Be a part of the community before you launch your book. It's really the people who email me out of the blue who annoy me. The people who have been in the community tend to write personal emails anyway, as it should be!
Do I have a problem being pitched? Not at all. Are 90% of pitches done the wrong (impersonal) way? Yes. To these I share no interest. As you covered here, it's about forming that connecting before reaching out. Rather than pitching every blogger out there, find a few that you can connect with, learn about them, read their material and get a feel for what they're all about – then go in for the pitch. Present an offer that is mutually beneficial and strive to set up a deal that doesn't feel like work for the blog author. Wise wisdom here Monica – good thoughts.
Would be interesting to see a list of authors who 'get' new media and have worked with it successfully. Good post Monica. Cheers Anita
That's a good point. I guess I don't have a problem getting pitched either. My problem is that most pitches are a waste of my time. (But I guess that's why they are called “pitches,” right? Rather than “custom-tailored stories you are interested in.”)
Traditional media doesn't have a problem with poorly aimed pitches. As a blogger, I do. Another thing to consider when you hire PR that “does” social media also.
Maybe I could get that together! Actually, my suspicion is that anyone who has done this was a blogger first, then an author.
Your blog post is really educational for me. I just relaunched my blog and I just started receiving these requests. One such email came and didn't even refer to me by name in the email. This is really good info for PR pros to learn.
Keep on keeping them honest.
Melinda Emerson
@smallbizlady on Twitter
Thanks! Glad to hear it was useful for you. The situation is very frustrating for both bloggers and authors, so any way to help both sides understand the other is important!
Monica – This is a very interesting take on the topic of book reviews. As a blogger and coach in the career advice sphere, I am also constantly pitched by authors and asked for reviews to provide them exposure on my various outlets. Yes, it can be time consuming, so I only agree to receive and plan reviews for books that are closely aligned to my niche and my readers' interests. (And that come with personalized notes.)
While it does take extra time and effort to review books, I don't view the requests as burdons. As long as they are targeted and the books relevant, I view writing reviews as additional opportunities to engage with a community of writers.
In addition, I usually learn something unique and valuable from the books I review and keep on my shelf for reference. So, as I offer visibility, I also benefit, as do my readers.
Of course, every blogger is unique – there is no one “right” way to pitch ALL “new media.” (For example, I don't solicit or accept offers to guest post on my blog – I'd much rather review a book than hand over my platform to someone I don't know!)
I think the best advice here (as Lance mentions in his comment) is that building relationships is important and that it is key to offer value when asking for something. I'd add, “Don't make assumptions and do use all the tools at your disposal to connect BEFORE asking for a favor.” I've been known to go out of my way for someone who regularly comments on my blog and/or has built a rapport via Twitter.
I don't mind reviewing books as long as A) They are relevant to what I write about B) The author is willing to take 20 minutes to record a personal interview with me (which they typically are when I ask). I just posted an interview today that came from a “pitch” from someone I had never heard of, and it turned out to be a great story.
Speaking of stories, I totally disagree with the point that new media is not looking for stories. I'm always looking for great personal stories to share, as are many others. This is simply a matter of opinion, and it's impossible to generalize.
I actually do like getting press releases for the blogs I write for — but I'm in a different boat. I write fro a variety of different blogs on a regular basis and having a press release or two can make a difference in whether I have something to write about.
But — and this is a big one — it's very clear that many people send out releases without any thought to whether or not it's actually relevant to the recipient. There are plenty of people who have sent me an entirely irrelevant press release whose emails now don't even reach my inbox.
These are good points. Each blogger probably has preferences, and these are mostly mine and not necessarily a reflection of what all bloggers want.
Relationships are the key! If PR professionals remember that part, it really doesn't matter what they ask for. When you have a relationship with someone you are able to tell them “I'd prefer to do this instead…”
I definitely go out of my way for people who have built rapport.
Good points. You're definitely right on both accounts. Thanks for the comment!
I don't mark as spam unless the person is really obnoxious – but it's just as frustrating as you say! I think it makes sense that you like press releases, since you do a lot of freelance for various blogs and traditional media outlets. You would be a blogger “looking for a story,” so press releases are more helpful.
Thanks for the comment!
Monica- Interesting post as it made me think about the different ways that I've been pitched in the past. I think I'm similar to Miriam and I'll review the pitch and determine if I think it is a new and relevant viewpoint on the subjects that I write about.
However, that being said, I've been most receptive to those whom I had a previous relationship or from someone whom I already respected/enjoyed hearing or reading their point of view on the subject in the past.
Monica- Interesting post as it made me think about the different ways that I've been pitched in the past. I think I'm similar to Miriam and I'll review the pitch and determine if I think it is a new and relevant viewpoint on the subjects that I write about.
However, that being said, I've been most receptive to those whom I had a previous relationship or from someone whom I already respected/enjoyed hearing or reading their point of view on the subject in the past.
This was brilliant. I think I'll copy Ask A Manager's idea. I hate the interview/book/review/check out my new product e-mails.
“pay me to do a (disclosed) review post for you, or work out some sort of money trade.”
Interesting. I once posed this very same question to the blogosphere since I was also getting inundated with requests to read and review books from folks I'd never heard of. And I pretty much got ripped apart from authors telling me I was a horrible person for even asking.
Frankly, I don't see much difference between a blogger and the book reviewer for the NTY except that no one would expect the NYT reviewer to read their book for free.
Hi Monica, I found your piece via askamanager. This piece is a hilarious take on the topic: http://su.pr/1xOdpo (“I Will Not Read Your F… Script” by Josh Olson at VillageVoice). It's a bit different because at least his pitchers are in the same field–or are trying to be–but the response and explanation (time wasted etc) is on point.
I think that there is a huge difference between being paid to be a reviewer for the NYT by the NYT or receiving payment from a publisher to review a book. This would be much different from Monica receiving money from a publisher (even disclosed) to review a book.
I'm not saying that Monica is asking for payola, but rather that she is sort of functioning like a zine as opposed to a newspaper.
For zines and independent papers or newsletters, often publishers and contributors don't get paid or make just enough to cover publishing costs (with some exceptions for the larger ones) but readers still expect reviews and such-nots. So the question is, how do smaller zines and newsletters deal with these issues, especially since they are probably equally as spammed by PR guys
{ 4 trackbacks }