Journalism best practices for marketers — Melanie Deziel // StoryFuel

Melanie Deziel, The Convoy’s Co-Founder and VP of Marketing, discusses PR and journalism strategies. Journalists receive hundreds of pitches regularly, making your approach essential to getting noticed. In addition to entities that have covered you before, what matters is whether your topic is valuable to their audience. Today, Melanie talks about journalism best practices for SEOs.
About the speaker

Melanie Deziel

The Convoy

is a little camera shy

Melanie a co-founder & VP of Marketing at The Convoy

Show Notes

  • 01:55
    SEO best practices when pitching to journalists
    Get an understanding of the topics they usually cover. During the pitch, its important to demonstrate how your story aligns with their topics and its value to their audience.
  • 03:57
    Why differentiation is necessary when pitching to journalists
    Journalists cant demonstrate the uniqueness of your offering if youre unable to articulate it. So, emphasize what makes your approach innovative in comparison to the market.
  • 06:03
    Building relationships with journalists
    Before making any requests, try to establish a connection. Relationship building could involve interacting with their social posts or complimenting their work.
  • 08:34
    Relationship building for long
    Ultimately, the relationships should be mutually beneficial. You benefit directly from their industry knowledge and they get value for their audience from the stories you provide.
  • 12:01
    Leveraging existing relationships when reaching out to journalists
    Warm introductions can facilitate valuable connections. However, keep in mind that the introducers credibility will ultimately influence the credibility of any of their recommendations.
  • 13:41
    Leveraging existing press and notoriety
    In addition to coverage from competing publications, social proof is a great way to cut through the noise. For example, any awards youve won or top 20 list features.
  • 15:15
    Following up on pitches
    Journalists receive many pitches and may overlook yours by accident. So, a follow-up may be necessary. However, its important to be mindful and avoid going overboard.

Quotes

  • "Journalists don't want to talk about something that was trending six weeks ago. Find a newsworthy angle to include in that story, and that'll increase your chances." -Melanie Deziel, Co-Founder & VP of Marketing, The Convoy

  • "If youre launching a new product and can't articulate how it's differentiated, how will journalists be able to? To stand out, emphasize whats unique about what you're doing." -Melanie Deziel, Co-Founder & VP of Marketing, The Convoy

  • "We're trying to build familiarity and awareness with our audience, and we want to do the same thing with the folks who may be willing to talk about us." -Melanie Deziel, Co-Founder & VP of Marketing, The Convoy

  • "So many times in marketing, the answer comes back to, you should talk to people. And we think there has to be a skip talking to people way to do this." -Melanie Deziel, Co-Founder & VP of Marketing, The Convoy

  • "Have you won any awards? Did you make one of those top 20 lists? Those things are all external credibility marks that say, I know my stuff, I've done this before." -Melanie Deziel, Co-Founder & VP of Marketing, The Convoy

  • "Ive had someone follow up on an email I really didn't catch the first time. So don't be afraid to follow up once or twice. But, read the room and don't be a pest. " -Melanie Deziel, Co-Founder & VP of Marketing, The Convoy

About the speaker

Melanie Deziel

The Convoy

is a little camera shy

Melanie a co-founder & VP of Marketing at The Convoy

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