How to Land a First Meeting – 3 Tips from a PR Pro
As a PR practitioner, I’ve had to learn some valuable skills for cutting through the clutter and getting on the radar of target reporters in order to land that big story for my clients. Many of the strategies I’ve developed for grabbing the attention of the media are incredibly relevant to a variety of sales-related situations as well. So whether you’re pitching a reporter, a potential client, or prospective employer, here are some tips right from my PR playbook that will help you stand out, get the conversation started, and land that first meeting:
1. Speak in headlines – We all deal with information overload on a daily basis, so you must get your message across quickly and succinctly. First, your email subject should be compelling, simple, and no more than 6-8 words. Your pitch should also be straightforward and relevant, so avoid jargon that oversells. And here’s the most important part: don’t worry that you’re leaving out a lot of details. Your goal here is to pique your target’s interest enough to get a real meeting on the books, during which you can then elaborate on those finer points.
2. Provide unexpected value – Instead of using that precious lead paragraph to talk about yourself or your agency (i.e. “Here’s who I am,” “Here’s what we do”), lead with valuable insight about them right away. Tell your prospects what you understand about the company’s latest developments, an industry trend that affects them, or a new potential area for growth that they should know about. When you arm potential clients with valuable new information, they’ll be more likely to view you as a potential partner.
3. Be a resource – Relationships take time to develop, so in the meantime, focus on how you can become a trusted resource, even if you have nothing to gain in the short-term. End your email pitch by offering a free consultation, and then follow up later with useful research and statistics, or make a thoughtful introduction. If you look for opportunities to share your knowledge, you will not only gain credibility, you can be sure they’ll remember you when they need your services.
Emily Scherberth is the founder and CEO of Symphony PR & Marketing, a consultancy focused on early-stage startups in technology and digital media.
Prior to launching Symphony PR & Marketing, Emily was the vice president of the consumer technology practice at Allison & Partners where she provided strategic counsel for YouTube during the site’s meteoric rise from 2006-2008. Emily has also performed award-winning work for high-profile brands such as Yahoo!, Citysearch, Match.com, Nike, Nestlé, General Motors, and Ford.
Emily is also a part–time professor at Loyola Marymount University (her alma mater) where she teaches two courses on PR and social media.