Engage PR had a post this week about using microblogging as a PR pitch tool. My background is in narrative feature writing, so initially micropitching seems kind of foreign to me.
But I to admit – there’s something there. Kyle Flaherty says he’s been using the Twitter model to craft successful story ideas. The 140 character limit forces you to get your point across quickly and succinctly.
The post mentions a Forbes editor discussing his ‘five-line pitch rule,’ and based on that, Engage PR started constructing pitches that were only five lines total, but each line no longer than 140 characters. The pitch becomes roughly less than 200 words.
Copyblogger’s recent post tends to back this up. He points out that on Nov. 19th, 1863, popular orator Edward Everett gave a two-hour speech no one remembers. Following him, President Abraham Lincoln gave a 269-word speech and sat down. It’s now known as the Gettysburg Address, one of the greatest speeches in American history. Copyblogger’s point – omit needless words.
When editing copy that’s easy, but micropitching may be a different story. And it may not work in every situation. Sometimes it’s necessary to use quotes and statistics to back up your point. But top organizations like Newsweek and Forbes are beginning to accept micropitches. And I can see why. It’s easier for the reporter, it’s a quick and dirty they can decide on right then and there.
So on my next pitch – I will micropitch. But first, I’m going to fly fish, hike and horseback ride in Whitefish, Montana. I won’t be posting next week, but I’ll be sure to let you know how it goes.
Great post, Michele. Especially the example of Lincoln’s Getttysburg address. I’m not American so I’m not totally familiar with it, but the fact that I’ve heard of it and no nothing about Edward Everett’s speech says a lot.
Hi Michele, I agree that initially I was skeptical and typically enjoy sinking my teeth into the narrative approach. Micropitching can lead you into the narrative however by opening the door with a journalist so that you can get a bit deeper. It’s not the right approach for everyone, everytime, but it at least helps you get your message right behind the scenes.
I love the Gettysburg example, really hits home the message of “less is more”.
/kff
Michele – It’s rather like the ‘ele [...]
vator sales pitch.’ If you can interest me before I get off on my floor you might have a chance to win my biz. Makes sense to me. Rather like the line from the film “Jerry Maguire” – “You got me at hello.” On another note, it was a treat to meet you at the SITC conference last week. Looking forward to seeing your photos of Montana!
-Toby Bloomberg
it’s a tough call. i think that your first PP should be a “micropitch.” Hell, your headline should be a micropitch. But I want my original email to a journalist to be a ready reference should they need quick evidence, research, contact information, or even fluff to make the writing process easier.
Plus, isn’t it nice to hear that some young girl out there wants you to “contact her personally if you need anything else at all” and “I appreciated your latest story on…”? I think we expect these pleasantries from PR people, oiling the ego.