How should I pitch my promotion to media?

While pitching to media, distinctly divide your efforts in to three phases,

Phase I – When you have just launched your campaign, your do not have great story to tell yet, and/or you do not have necessary brand recognition – in this phase focus on press releases (there are 100s of free press release distribution sites, self publishing/citizen journalism sites like NowPublic, and individual/amateur bloggers who have time and genuine interest to hear from underdogs. Also you can approach more “social” bloggers associated with groups such as BlogHer and MomDot to get your story published

Phase II – When you have some traction with your campaign, and you have personal stories to tell about reward recipients, promotion participants, your own sales preferably in rich media format (even as videos) – in nutshell, narrative and format that emotionally connects with many readers then approach the editors aggressively both in the LifeStyle and Business section. Always first find out reporters and professional bloggers who have written stories in the past on topics related to your campaign and connect with them through some reference or approach them through social networks. But even otherwise don't hesitate to just send out a clear/concise email to your favorite editor.

Phase III – Once you already get attention based on personal stories, and have name recognition focus on getting attention from media based on regular updates about campaign metrics, even your A/B test results, hard facts about your users and their promotion experience, surveys on what kind of incentives they like/don't like, how many visits from which channel, usability factors, seasonal variance, what items shoppers buy with discount coupons against their regular shopping habits on your site, and have these news bites sent out to professional bloggers on regular basis. Not only, these bloggers will write about you but every once in a while the traditional media editors will also get attention to your story without you ever approaching them directly.

If you do not have support of professional PR experts then these phases will look far stretched out but you have to be consistent and persevere – you will see the results, guaranteed.

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