A Real-Life Example of Relationship vs. Transactional Pitching

Plus: Need sources/products for AARP, Travel + Leisure and more

Happy Wednesday, everyone!

If you follow me on Twitter, attend my AMA sessions, and read these Substacks, then you already know I like to talk about the importance of publicists building a relationship with journalists that isn’t purely transactional … but I’ve had several questions about how to execute this strategy. So, I wanted to share one excellent example of what that can look like.

Here’s an email I received a little while back that made my day (truthfully, it made my month):

Hi Jill! I hope your week is off to a great start. 

I hope you don’t mind me popping into your inbox to share a few thoughts after reading your newsletter today...

1. CONGRATULATIONS on being IG verified! I'm sure that's an exciting milestone to reach - both personally and professionally. You definitely deserve it and I am thrilled for you!

2. Congratulations AGAIN on getting your first assignments for BHG and The Spruce! You are crushing the freelance game and I look forward to following your work in these new outlets.

3. Your list of TOP Tips from 2022 was super helpful and I am so grateful to you and Nicole for taking the time to put it together. Your content is always so thoughtful and engaging, and I want you to know how much I appreciate it! 

4. Sadly, I don't have anything to contribute to your current story assignments. I just had to tell you how excited I am to read those stories once they're published. 

   • I LOVE a good mimosa bar and can't wait to hear your suggestions for taking it up a notch.

   • I am completely and totally obsessed with Oregon Pinot, especially the ones from Willamette Valley. I'm excited to add a few more to must list of must-tries once your article comes out! 

I wish I could be more helpful and contribute to some of those assignments you are working on. But I didn't want to pass up the opportunity to send some encouragement and good vibes your way. Looks like 2023 is already shaping up to be a great year for you, Jill! Keep up the great work - and keep in touch!

Have a good one...

Thanks,
Amanda

Let’s dissect why Amanda’s approach is so brilliant:

1. Amanda has literally nothing to gain by taking the time to write such a heartfelt and lovely email to me … she has no clients to pitch or coverage to win. She’s just being a human being and reaching out to congratulate a writer she’s worked with a few times (me!) on some professional accomplishments. She’s focusing on the relations side of her public relations title — she’s building a relationship with me.

2. Even though she has nothing to pitch that matches my current assignments, she’s staying top of mind with me. She’s putting herself on my radar. She’s following my career and joining in on the conversation. She’s demonstrating that she knows my beats and is paying attention to which outlets I’m contributing to. She’s not just waiting silently in the wings hoping to shoot her shot some day … she’s doing what she can to be relevant today.

3. Amanda is demonstrating that she’s reading the content I put out there (in this Substack and my other PR-focused Substack for Top Tier Publishing), which tells me that she’s focused on being a good partner to journalists. She’s looking for learning opportunities within her field and working on perfecting her craft. And that gives me some indication that she’ll likely be great to work with because she’s using best practices in her outreach efforts.

4. The next time I see Amanda’s name pop up in my inbox — in a sea of 400+ daily unsolicited pitches that don’t even address me by name or get my beats right — I’m gonna be excited to open her email! Why? First, she gave me the warm fuzzies with all of her sweet sentiments. But second, I’m going to feel confident that she’ll be sending useful information, because she’s eagerly watching for what I need. She’s not here to waste my time or pitch irrelevant things that distract me from my deadlines. Be like Amanda!

Now, I know this isn’t something you can do with every journalist (nor should you!)… it’s a major time commitment to send an email this detailed (and to do the research required to send it!), especially when it doesn’t obviously help get you any closer to your current goals.

BUT: Building these bridges today will pay off in spades in the long run, and we all know that PR is a long game. What if you strategically sent ONE of these a week to a journalist you’d really like to develop/maintain a rapport with? What would that goodwill yield at the end of a month? A year? At worst, a new friend/fan. At best, something tangible for your clients! Just make sure that your approach is authentic … don’t do this to be performative. This is about building and maintaining genuine connections that will go on to deliver ROI for many years to come.

Have you tried this approach? Do you do something else to forge relationships? I’d love to hear your thoughts on this and hear any wins that have come from it! Please drop a comment below!

Meanwhile, scroll on down to see what I’m writing this week … including my first assignment for AARP, which I’m VERY excited about!

Jill

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Got Affiliate Marketing Questions for 2023?

Yes, most publications require affiliate marketing for inclusion these days. Publicist Sarah Karger created a course called Ultimate Masterclass and Introduction to Affiliate Marketing for Publicists and it’ll answer ALL of your questions!

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Pick My Brain: Book a Consulting Session

Nicole Pajer and I have teamed up for Top Tier Consulting, where we offer a variety of customized consulting packages for agencies and freelance publicists to help take your media hits to the next level. These include:

• Pitch Perfecting Strategy Session: We’ll workshop your pitches and offer suggestions to help improve your open rate and coverage opps!

• Become a Journalist’s BFF: Networking and Relationship Management Session: Highly successful publicists know that building long-term relationships with journalists is truly the gift that keeps on giving, so we’ll give you tips on how to meet new journalists, stay in touch and become their go-to source.

• Hosting the Perfect Virtual and/or In-Person Media Event Session: You’ll learn the ins and outs of how to create a media event that journalists will A) Want to attend B) Will stay engaged at C) Will work into coverage. 

• Agency Q&A Session: You’ve got questions? We’ve got answers! Nothing is off-limits!

• Press Package 101 Session: We’ll help you make your packages more enticing, while actually saving your clients money in the process. And we’ll discuss how to target the right audiences, how to handle post-delivery follow-ups, and more. 

• Press Trips Invites and Itineraries Session: The two most important aspects to pulling off a successful press trip is nailing your invites and itineraries — we will help guide you through both!

We’re excited about this new venture and look forward to helping you become even better at what you do. Visit our website to learn more about the services and sessions we provide — we’re looking forward to working with you!

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PR Job Opportunities

• The Fiske Group, an award-winning national public relations firm specializing in results-driven campaigns for a variety of industries including luxury hotels, resorts and spas, fashion, art, and general travel and lifestyle brands, is looking for a part-time freelancer specializing in Food & Beverage to join the team. This is a part-time role for about 3-5 hours/week, applicant has excellent writing skills, strong media relationships in the NYC region + national, and knowledge of the food and beverage space. Experience in travel, food, beverage, and hospitality brands is preferred. Please email resumes to lindsay@thefiskegroup.com

• Mack Media Relations is looking to hire an ambitious Account Coordinator and/or Account Manager to support its stellar roster of clients in Phoenix. Open to someone new(er) to the industry OR a seasoned professional with agency experience. This position provides crucial support to our PR clients across food/beverage, hospitality, non-profit, professional services and other B2C industries. The ideal candidate is eager to contribute to our team’s best thinking, enjoys the news and social media, keeps up with business trends and has a positive and collaborative attitude. Work directly with our small but mighty PR team to help increase each client’s brand awareness through public relations, community relations and media relations. Responsibilities include identifying media to cover client programs, conducting research to guide media strategy, analyzing media coverage, and supporting team initiatives. Salary will be commensurate with experience. Must live in Phoenix-metro. If you think you’re a match, please email Robyn@mackmediarelations.com to introduce yourself and get more details.

You can always email these job opps to me at JillSchildhouse@gmail.com — but please use PR Job Opps as your subject line so I can find them easily! And please let me know if you land/fill a job based on this listing … it brings me joy :)

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***Recently Published Pieces***
(Thank you for your help!)

• Reader’s Digest: The Best Time to Visit Alaska

• Better Homes & Gardens (my debut!): Best Self-Storage Unit Companies

• Reader’s Digest: 12 Best Oregon Wineries

• The Spruce (my debut!): 6 Best Light Therapy Lamps of 2023

• USA TODAY (my debut!): 10 Features to Look For When Buying a Security Camera

• Business Insider: I’m a Cirque du Soleil Performer. I Grew Up in the Circus and Now I Travel the World with My Husband and Kids.

• Reader’s Digest: 28 Beautiful Gifts for Your Wife That Say I Love You

• TripSavvy: The Cheapest Islands in the World to Visit

• Reader’s Digest: 7 Best Foundations for Mature Skin

• Family Handyman: 6 Best Basement Odor Eliminators

• Taste of Home: How to Cook Cabbage So It’s Less Gassy

• Travel + Leisure: The 7 Best Laptops for Travel of 2023 

Now, it's time to get the word out! When you and your clients share your coverage on social media, please be sure to tag my accounts: Instagram, Twitter and LinkedIn (and please connect with me yourselves!).

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—— Current Editorial Needs ——

1. AARP: Smart Guide to Spring Cleaning (my first assignment for AARP!)

• No matter how fastidiously you clean, dirt and grime find a way. This article will take readers room by room and give them an outline on how often they really need to clean specific items and how to tackle each project. 

• Looking for multiple cleaning experts and auto detailers who can answer questions about cleaning each room in your house (including your car, garage, yard, windows, bedding, furnace filters, showers, tub, baseboards, walls, fridge, pots and pans, etc. outside). Would also consider a luxury home concierge.

• Please send credentials, not commentary. Tell me why your client is PERFECT for this. I’ll have very specific interview questions I send to the sources I’d like to feature.

• Subject line: AARP Spring Cleaning Expert

• Email: JillSchildhouse@gmail.com

• Pitch by: EOD Monday

2. Travel + Leisure: The Ultimate Cruise Packing List

• This article will cover everything from daywear/nightwear, swimwear, shoes, accessories, luggage, hats, sunglasses, motion sickness medication, beach bag, etc. Your pitch should fit into one of these categories and truly be perfect for a cruise vacation.

• Products sold at big box retailers and/or are on Skimlinks will be given priority (so please tell me that in your pitch!)

• Subject line: T+L Cruise Packing List + INSERT NAME OF BRAND HERE

• Email: JillSchildhouse@gmail.com

• Pitch by: EOD Monday

3. Luxury Travel for Less (last call!)

• Looking for seasoned travel agents or other pros to discuss ideas for how to enjoy the perks of luxury travel while spending less money. This could be for transportation (car rentals and airfare), accommodations, high-end activities like safaris and helicopter rides, etc.

• Some questions I’d like to answer in this piece (this is just a starting point, so please feel free to think far beyond this!): Is it possible to travel in business class or first class at a lower rate? If so, are there search engines/aggregators to find good deals? Are there specialized travel agencies? Does it make sense to buy packages or is it cheaper to price everything separately?

• Please send credentials AND commentary for luxury travel hacks on a budget. The more unique, the better their chances of inclusion.

• Subject line: Travel Agent Luxury Hacks

• Email: JillSchildhouse@gmail.com

• Pitch by: EOD Today!

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More Useful Info

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