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Jered Martin is the Co-Founder and Chief Operations Officer at OnePitch. He handles all business operations for OnePitch; along with strategy, support, business development and hiring. He studied communications with an emphasis in marketing at Cal State University Long Beach. In his free time, he enjoys surfing, eating cheap street food, cooking and exploring the outdoors.
After the recording of this interview, I got to learn Jered even more so than just talking about business. What I like about his approach to business is genuine, honest, and caring. He’s a good guy and someone that you can trust. He’s one of those guys where even if you don’t have the best experience with One Pitch, he’s going to do everything in his power to get it right.
The good thing for Jered is that he may not have to do that too often because One Pitch is an amazing service. PR is one of those things that we all know we need, but it’s difficult to get right, I’ve been using One Pitch for a few months now, and this is not a paid endorsement, but I love the simplicity of the service. It makes PR more manageable.
In the episode we talk about how in order to get the higher tier press, you primarily have to build a foundation. That begins with a good story. Most businesses try to go big and directly after the Forbes and Inc’s of the world. But maybe start small and work your way up.
We also talk about what a good and bad pitch looks like. To give a TL/DR version:
- Use bullet points
- Get to the “meat and the potatoes” of your pitch
- Follow up
Advice on how to get higher tier press
“I think it’s important to have a foundation, a solid, um, you know, media presence if you will, is very important and part of that reason from, from what I’ve observed and from what I’ve been told through my conversations with the editors and reporters within newsrooms is they want to, they want to know who these people are and without any real validation be high net. It’s hard for them to sometimes justify pursuing the story. Um, you know, I think we’re all familiar with, with some of the bomb show companies that kind of blew up last year with, you know, getting a lot of funding and then a lot of folks realizing they’re not who they really are. And we won’t name names here, but, uh, I think that just plays to that aspect of, you know, you have a small footprint that folks can read about you and learn about you.
That’s not just your website, that they know there’s a trusted source who is, I’m validating the information that you’re telling them and then from there, you know, they can kind of form, okay, this might be a good fit for, for my beat or from my publication in my readers. Might enjoy learning about them.”
What does a good pitch look like versus a bad pitch?
“It’s gonna differ across across the board and what I might feel is a good pitch versus somebody else is probably going to be a little bit different because news is, is ever changing and nothing is really the same. Everything is very unique, you know, but what we’ve been able to identify as that there’s, there’s a lot of key factors that go into creating a very solid pitch. Um, and not even talking about the recipient for example, but just limiting it to the actual message. And what we’ve done is we’ve standardized this template and not only provided the, the PR folks and slash or the marketing communications folks with a template that they can simply enter their information.
They don’t need to know all of the different pieces. We’ve given them the fields to input and we’re just told, told them, you know, here’s the best way to present the information that you want to show them. So what we’ve seen again is there’s a few key elements that go into a really solid pitch. First and foremost is of course, you know, having links within your pitch so that journalists again can validate, they can dive in and learn a little bit more about you without having to just take your word for it. Secondary to that, we’ve seen that there’s surprisingly a character count limitation is helpful because we know that journalists are not spending a whole lot of time reading through email pitches because they’ve, you know, they’ve only got a few minutes to spare in the day to look at those sources and those leads. And so limiting the amount of information on the initial message is super helpful.
And also breaking it up. Giving them bullet points or giving them, you know, a bullet point that’s telling them specifically what you’re going to be pitching. And then giving them a couple of points that validate why it’s relevant to their readers and their audience and we’ve been fortunate over the past year and a half we’ve been able to, um, you know, monitor the trends and just look at what folks are, are pitching and what’s being picked up. And we’ve seen again that this kind of process, this template, if you will, has been really, really successful. And on the recipient side we’ve been told that it’s something that journalists really appreciate because it allows them to get through the pitch very quickly and really get to, you know, what the meat and the potatoes is within just a few seconds.”