pitching Archives - Mutant Communications

Pitch-ing About Stuff

Over the past 12 years in advertising and PR, it’s fair to say i’ve been in my fair share of client meetings. Big, small (and most recently without face-to-face interaction) I’ve seen and sat in all types.

And the king of client meetings is undoubtedly the pitch. Like a first date – this is the make or break of whether you’ve got a dud catch-up that goes nowhere, or the blossoming of a beautiful relationship.

The nature of these meetings is one of secrecy. Everyone is keeping their cards close to their chest, no one wants to give away too much to a stranger.

Well, in Mutant’s spirit of transparency – I’m here to lift the agency veil on some of the most common questions that clients might have during the process, and what the agency is thinking.

The agency has asked me for my budget before they start working on the pitch – but if i give it to them, then won’t they just use it all?

Well, that’s kind of the point of a budget.

I mean, I get it – the idea is that if you don’t tell the agency a budget, then you get a true sense of what the work is worth. Not just something that matches your number.

Take it from me – sharing the budget you’re willing to spend up front is the single best way you can get to a great solution in a good timeframe. It gives a guardrail for the agency to operate within, and it means the ideas presented are actually viable. Not ridiculous stuff that could never actually be made.

If you want to save some money from your marketing budget, then take that discount into account before you give the agency the budget. Better yet, give a ballpark range of budget. It gives you the flexibility to not commit to the exact dollar amounts, and a good agency will see this as a way of showing how their core ideas can extend, if the client appetite is there.

OK so I’m in the pitch process. And a load of agencies are lined up to present to me. Aside from answering the brief, how should I judge the agency?

Think of the pitch process like interviewing a new employee. Sure, a slick presentation is an indicator in pride of work and a great ability to communicate ideas and strategies.

Every agency should be able to do their pitch presentation well, as a base level of competence.

But like that unqualified friend you know somehow got that dream job against all logic – agencies will also talk about themselves and project themselves in a favourable light. Of course they will. They want your business. They’re not going to say anything bad.

So just like vetting that prospective employee, the best way to judge if they’re suitable for the future is to look at their past. Review what results they’ve done in the past (case studies with hard objective metrics), get referrals from other clients that they have worked with, and do your research on their previous creative ideas to get a flavour of their ambition.

How can I know the team working on my brand?

I’ve been in countless pitches in previous agencies where the senior people will be in there just for the meeting itself. They’re experienced, they’ve been in a load of pitches, so they’re gonna impress you with their delivery. I’ve had Creative Directors fly in for just the meeting to impress the client.

My only advice is to ask this one question – ‘who will actually work day-to-day on my account’. If there is a team member that isn’t in the room, why aren’t they there? And if someone is in the meeting, whilst not being on the team, why are they there? You’ll quickly discover whether the agency is just trying to impress you in the room, or looking to set up an authentic relationship up front.

The agency’s initial ideas – they’re not quite right

This is one of the most common issues agencies have to combat in the first meeting.

The simple answer is of course the ideas aren’t 100% right. The agency is operating off a written brief, google searches and scanning your website. They’ve got no clue on your internal discussions, and the brand’s history among other things.

Most of the great ongoing client relationships I’ve had in my career were won on pitch ideas that never got made.

The execution of an idea can be changed easily, but the rationale, and the decisions behind it are what you want to judge the agency on.

Sh*t – the quote is expensive! Can they bring the cost down?

Short answer – yes. But there’s only three realistic ways they can do it:

Reduce the seniority of staff on the account – having less senior team members means the head hour rate comes down.
Reduce it and ‘take a hit’ – because they want to work with you.
Change the deliverables – reducing some, increasing others, to fit within your budget.

If your agency does reduce the cost for the first reason, it should raise a red flag. Sure, your budget is now met – but your work is going to suffer eventually. Any agency can throw interns at a problem to reduce the cost of head hours. The good agencies will stick to their guns and give you the right resource for the job.

The second reason? Well, this is even worse. If an agency can reduce it without giving you a credible explanation – then it means that they were either overcharging or they are willing to commit business suicide for the sake of getting a client. Both are not great – because every cost they give in the future will create doubt.

The best way to get to your budget is obviously option three. It figures out a middle ground of deliverables that get the maximum use out of your budget, whilst not killing the agency. Over time, once the agency shows it’s worth, the budget usually opens up to drive even more results.

If the agency manages to get the budget down, then I would encourage you to ask them how they did it – and judge accordingly.

What else should I know?

The one thing to know about pitches is that for the agency, it is a time of complete and utter stress. It is effectively an unpaid project, that is piled onto existing employees workloads, which may go nowhere.

I’ve had pitches in previous agencies that have totalled over $300,000 in internal fees. I’ve also had pitches where we worked for months, only to be asked to send the document over a procurement platform and be informed that we didn’t win via automated message. No context, no chance to present, nothing. Months of effort and stress down the drain via a single sentence in an automated email.

It’s part of the game, but just know that if something isn’t perfect, or you’re not going to proceed with a certain agency, then it’s good to be a little understanding. Because behind that shiny document lies a lot of late nights, stress, and effort, with the faint glimmer of hope of a new client relationship.

Appreciate our honesty? Chat with us at hello@mutant.com.sg

Get It Right: Following Up With Journalists

It’s a cutthroat business pitching to journalists. If they like what you have to say, you might hear back from them immediately, but if all you receive is radio silence that lasts longer than a day or two… well, sorry. Your pitch probably didn’t make the cut, and you have some damage control to do.

Journalists are busy people – busier than ever these days as newsroom resources are squeezed – and simply don’t have the time to meticulously read every single email. So, what can you do to earn their attention?

Following up after sending a press release or pitch might feel a little awkward sometimes, but too bad! It’s a necessary step to ensuring you land your story, and if you approach your follow-up in the right way, you’ll pique the journalist’s interest:

Be original

The journalist in question might have ignored or deleted your email (don’t take it personally) so it’s important to follow-up with the all the relevant information at hand – including anything that might not have been present in your original pitch. Keep track of the reporter’s recent articles to find out what they are currently writing about, and come up with an original angle based off relevant and recent trends. This will make you stand out, and the journalist is more likely to appreciate the extra effort.

Be familiar with your client

If you want your pitch to land, you have to understand your client’s business inside and out. The journalist will decide whether they’re worth covering or not, and you’ve got to make them look good by being able to answer all questions (within reason or limitations set by the client) in order to lock down that interview. While the details you share with the journalist will vary depending on the publication, having a solid idea of your client’s business model, revenue (if that’s public information), and top leadership will greatly help you.

Make it personal

One of the biggest reasons pitches get declined is the lack of personalisation and a lazy, sweeping approach that journos can spot a mile away. Journalists receive dozens of emails in a day from businesses who claim to be interesting – but how is your client really interesting to their readers and why should they care? Deliver stories that are new and relevant to their target audience. Understand what that particular journalist covers and is interested in, and consider a new angle that your client might slot nicely into.

Don’t call multiple times

While waiting for a response can be nerve-wracking, resist the urge to call multiple times, spam their inboxes, or hunt them down on social media. An initial follow-up soon after sending a pitch is fine to make sure they’ve received it, but then let some time pass (ideally 2-3 days) before chasing again. Don’t be clingy and desperate – no one likes that.

Find the right time

Journalists like to be pitched to in the morning (between 9am and 11am, or earlier) because that’s the best time for them to decide what they will be working on for the day, and present it to their editors during news meetings. Remember, you’re not the only one under pressure to create a story.

Need help crafting your next pitch? Drop us a line at hello@mutant.com.sg!

How to eliminate jargon when addressing the media

Overheard while walking the halls of large technology company – “The new feature is built around ephemerality, and we are in-roading programmatic integration”

If that sentence made you slightly queasy, you are not alone. Technology rushes forward and language can sometimes barely keep up. To compensate, many of us resort to linguistic shorthand – acronyms, technical jargon, or even brand new invented words.

That’s all well and good when discussing internally – but eventually we need to shout about our products from the hills. And screaming – “IT’S AN INTEGRATED HOLISTIC PLATFORM THAT ENABLES THE AUTOMATION AND DIGITISATION OF INFORMATION THROUGH SELF-LEARNING ALGORITHMS!” – is not an inspiring war cry.

So here are a few tips when we need to talk about new things.

Articulate the value you’re giving to customers

My favourite quality in a spokesperson is passion and pure excitement about innovation. They are usually experts in their fields, and sometimes the brains behind breakthroughs. But sometimes, they get too excited about the process, they forget to talk about the results. In building a narrative, start with the customer. What problems are they facing or why would they like your product? Instead of talking about nuts and bolts of self-learning algorithms, talk about what that could mean in terms of cost-savings and efficiencies.

Use Analogies, but avoid cliches

One of the most elegant ways that Open Source coding was explained to me through this analogy.

“Imagine buying Car A – you can drive it, but no one is allowed to look under the hood. If anything goes wrong, you’d only be able to take it back to the manufacturer’s garage. The manufacturer’s mechanics would be the only people to work on the engine. That’s Closed Source coding. Now imagine buying Car B – you can drive it, and anyone can look under the hood this time. Any licensed mechanic would also be able to look at the engine – and in fact compare your engine to other newer engines and make modifications. That’s Open Source coding.”

While one could nit-pick the technicality of the analogy, this is still a good primer for a non-technical person to understand something new. With the consumerisation of technology and more IT decisions being made by non-IT professionals, the ability to convert technical concepts to plain speak is becoming more essential.

Graphics are worth a thousand words

While analogies are great, sometimes words hit a barrier when it comes to explaining things – especially for very abstract concepts. You could always try multiple analogies, or pouring more words in, but sometimes a much more effective solution is the deployment of visuals to clarify things.

I highly recommend this YouTube channel – Kurzgesagt – In a Nutshell. It’s a great example of how effective visuals can help explain difficult concepts, like Universal Incomes or the science behind GMO foods. And of course, statics graphics can work just as well.

Ultimately, the trick is to start with your customers. What do they know and understand? What touchpoint would they relate to? Once you meet them on their side of the bridge with something they understand, that’s when you can guide them along your narrative journey.

Need help with your PR strategy? Drop us a message at hello@mutant.com.sg

How to master the art of following up with journalists

As a rule of thumb: if a journalist is interested in your story, he or she will likely respond immediately. So, if you haven’t heard back it’s probably because your pitch note didn’t make the cut.

Having said that, it’s also important to remember that reporters are a notoriously busy lot and often don’t have the time to read every email they receive. So, how do you catch their attention?

Following up after sending a press release or pitch note can feel a little awkward, but it’s a necessary part of the job – and if done right can help to make your placement happen. Here are some tips to do it in a tactful and non-intrusive manner:

Say something original

A journalist may have inadvertently deleted your email or simply chosen to ignore it – either way it is important that your follow up focus on conveying information that wasn’t in the original pitch. Read the reporter’s last few articles to see what he or she is currently tracking and then relate the information in the press release to relevant and related trends.

Know your client

Pitching is one thing, but answering questions from journalists as they decide whether or not your client is worth covering is another. You’ve got to know your client inside-out. The details that matter may vary depending on the publication you’re speaking to, but keeping tabs on your client’s business model, revenue (if that’s public), growth and leadership team will help you and your pitch stand out.

Personalise your pitch

Lack of personalisation is one the biggest reasons pitches get declined. For one, it shows you haven’t done your homework, but more importantly it’s downright rude. Journalists receive dozens of emails a day – so make their lives easier by sharing stories that are relevant to their sectors. Take the time to get to know journalists, the beats they cover, and the stories they track.

Don’t make multiple calls

While twiddling your thumbs waiting for a response, resist the urge to make multiple phone calls, spam reporters’ inboxes, or worse, reach them on social media. Instead, let some time pass (ideally 2-3 days) – and then call them on the phone to present your case and determine their interest in the opportunity.

Pick a good time

Research shows that journalists prefer to be pitched to between 9 am and 11 am because that’s the best time for them to figure out what they’re going to write that day and present it at editor meetings, which typically happen after 11 am. And remember, you’re not the only one under pressure to deliver a story!

Looking for some inspiration for your next pitch? Drop a message to hello@mutant.com.sg

Contact Us

Pitching perfect: 6 tips PR pros should know before picking up the phone

Media pitching takes tact and research. It’s a means to much of what the public sees today, whether it’s a published news story, a successful media event or the general hype surrounding a brand or product.

Securing a media placement can be the best feeling in the world, but here’s what happens along the way that no one will tell you about:

Journalists want to know how you can help them

Not the other way around. When pitching a story make sure you tell the journalist how your product or service can benefit their readers. With multiple editorial deadlines looming above their heads, journalists are no-nonsense individuals.

To make things easier for both of you, avoid engaging in too much small talk when you’re on the phone. Cut to the chase on what you have to offer.

Don’t pitch between 9 and 11am

You’ve got a piece of news you’re so excited about and you just want to pitch it over the phone first thing in the morning. But guess what? The newsrooms are the busiest in the morning, as editors and journalists come together and work hard to gather all the news to be published or broadcasted.

This also means that no one’s going to be available to pick up your call – for a couple of hours at least.

The trick to get around this is to drop a pitch email early enough in the morning, so journalists can pick the story up and bring it into the newsroom. Who knows this could even mean your story gets picked up without much pitching or following up!

Skip the pitch on a Friday

Like you and I, journalists wrap up for their week on Fridays, getting themselves ready to wind down for the weekend. Even if it’s just a pitch email, a seasoned PR pro will know to stay clear of Fridays.

Unless it’s breaking news, the probability of journalists looking into your pitch is almost non-existent. By Monday, your pitch would have been drowned out by hundreds of other fresh pitches for the week.

Pitch at your own risk!

A friend on the inside helps

Cultivating a healthy friendship with a member of the media can help with achieving far greater results in a shorter amount of time – think picking up the phone and sharing a story with a friend.

When you’ve established that relationship, your media friend will be more open about sharing with you the reasons your pitch wasn’t picked up, or even what they’re looking for to supplement their stories.

Do however be mindful that not every journalist is comfortable or open to becoming your best buddy. Respect their boundaries when the time comes and remain professional.

Tailor your pitches like an Armani suit

Before picking up the phone, write down the name of the journalist, their title, their beat, the publication, and your angle.

The secret formula to landing a news story is to never get started without any prior research about whom you’re calling. By research, I mean reading up about the journalist you’re pitching to, learning more about what they write about, and what they’ve just written about.

Grow thicker skin

Rejection can be a tough pill to swallow, but it’s nothing personal. There are a number of reasons why you got turned down: The angle doesn’t fit with the editorial brand or audience, it had already been covered, or there is just no sellable angle.

At the end of the day, this will all mould you into the toughest PR pro who can remain unfazed in face of rejection. Don’t be dejected, pick up the phone and keep dialing.

Need advice on pitching your next big story?

Get in touch with us at hello@mutant.com.sg for help with your next pitch!

Pitching Etiquette – how to approach media

Ah, Public Relations.

It has its perks. Scoring a cool client, brainstorming equally cool and creative ideas for pitching and marketing angles, meeting colourful personalities (some of them becoming friends), the satisfaction of successful event launches, and ultimately, seeing everything you’ve worked towards slowly forming into tangible results.

But there is a dark side, one that many journalists will attest to – the act of pitching a story for coverage. The frustration is understandable. The incessant hounding, incoherently written press releases, and overfamiliarity, can be off-putting, especially if you’re on a tight deadline.

Let us understand a typical day of a journalist’s job – having to sieve through mountains of emails and pitches for a headline-grabbing story, research, fact checking, interviewing multiple sources, transcribing those interviews, and having to complete at least five to six stories at the end of the week (or day, in some cases).

How do they find their stories if not through contacts, and long, in-depth investigations and breaking news events? Often, it’s because a PR person passed it to them, helped them find the right people to talk to, and ensured they had the right images and interesting angles. Despite what we might say about one another, journalists do use press releases for content, the relationship between media and PR is symbiotic – we need each other to survive in the industry.

I was once the eager beaver obsessed about clinching the cover story. I would follow up (pester) aggressively, and had no qualms about being pushy; not realising that I may come across as insincere and unabashed.

So how do we pitch with grace? There is an art to the delicate craft, which is all about the finer details – picking the right words, and getting the across the right message in the press release, actually knowing your client or brand to be able to convince editors why they’re worth writing about, and giving alternative angles.

According to Social Media Today, and my fellow Mutants, there are a few points to bear in mind for an effective email pitch.

Know your brand, and the journalist or publication you’re pitching to:
Mutant Directors, Joe and Jacqui, used to be journalists from The New Zealand Herald, who affirm that there is nothing more annoying then an “irrelevant” pitch, “Don’t pitch a fashion story to a Food Editor or Foreign Correspondent. Save yourself a bit of time and do a little research to make sure that you are speaking to the right person.”

Keep it Short and Simple:
“Brevity is the soul of wit” – Keep to the point and get your message across clearly with minimum words.

Bullet points:
It can’t get any clearer than succinct, concise, and factual bullet points – a journalist’s dream.

Tone:
Nabeel, Mutant’s Communications Assistant, says that adopting a friendly tone when speaking with journalists on the phone helps, “Also be clear and stick to key points when explaining the reason of your call.”

Personalisation:
This is where ‘relationship building’ comes to play – make it a little special and address them by their names. Writers know when it’s a generic cookie- cutter blast. Make an effort to know them, and make small talk about an article they wrote on this week’s paper.

Jacqui says that it helps if you sincerely get along with the writers. Meet them up for coffee or lunch, “I feel more compelled to read an email from someone whom I’m already familiar with. Don’t bribe, or be too needy – be natural, as you would with a friend.”

According to Hunter PR blog, they loathe the question, “So have you read my email?”, so try an alternative approach when following up – offer new and interesting angles, or try and tempt them with……

Giveaways and Freebies!:
You don’t have to force things down their throat for coverage, there is a more passive and effective way for them to relate with your product or client, and offer their readers a reward. Have them review it; send them samples, run competitions and giveaways for their readers.

Following Up:
Daniel, Mutant’s Content Manager, thinks that following up in a timely and tactful manner will do wonders, “Give it a few days before calling to follow up. Be confident and prepared for whatever questions that may be thrown at you.”

Pace your flow of information:
Going back to the first point, keep your message short and simple – don’t reveal too much and try to whet their appetite. Once they bite the bait, furnish them with more details.

Journalists everywhere will start thanking you for this. (You’re welcome!)

Need help with pitching? Drop a message to hello@mutant.com.sg