Recommendations when pitching to Hispanic media outlets (compiled by TMNcorp staff).
1.-Find journalists relevant to your topic. Double-check the name and information of the journalist before sending a release. Research for relevant media outlets to your topic through Vocus (and Cision Point) or visit the publication’s website. Review some of the articles the journalist has published to make sure your topic is relevant and interesting to them. Some important things to look for in the journalist’s article are topic of preference, style, tone and interests, to help you “sell” the story. Finally make sure you spell the journalist’s name correctly before sending the final version of your story.
2.-Be direct. Send a personalized e-mail that briefly explains the press release and copy/paste the text into the email. Most journalists like to copy and paste content, not rewriting it again and most people prefer not to open attachments.
3.-Be accessible. Always include your contact number. Hispanic journalists like to have a real and person to answer questions who is reachable when they need it.
4.- Be creative. Use a catchy subject line that both grabs the journalist’s attention and provides him/her an clue to the content of the message. Avoid using simple or generic subject lines like: “Comunicado de Prensa” (Press Release) “Informacion importante de….” (Important information), you risk your message to be lost in the clutter, or confused as spam.
5.-Follow-up with a call. If you are fortunate enough to talk to the journalist, keep in mind that you will have between 30 to 60 seconds to catch his/her attention. Consider that a press release may not be a hot topic, so try to find angles for a possible story. If you leave a Voice Message (VM) you will have to communicate everything in 30 seconds, therefore it is helpful to write down everything you want to say before making the call. For a VM, use phrases like “This information would be of great interest to your readers” or “You can provide a valuable service to your readers.” Leave your phone number and email at the end of the message (speak slowly and repeat it at least once).
If you were able to talk to the journalist, send a follow-up mail to thank him/her for taking time for you and that you will be available for questions or help while writing the story. By doing this, you have a greater chance of having a contact you can rely on for future efforts.
6.-Be prepared. For some smaller publications, be prepared to talk for a long time. Some editors and journalist are real talkers, and will want to chat with you about topics that matter to Hispanics.
7.-Have fun. Always smile while talking over the phone…and be enthusiastic. Remember you are representing not just yourself, but more importantly, your client!