By: Suzanne Hermann
Working in public relations requires a certain tenacity for learning and the ability to adapt. Anyone who’s paying attention knows that many factors are impacting the current state of PR, from supply chain disruptions to a constantly changing media landscape to general economic uncertainty. These challenges necessitate an abundance of creativity in our approach to PR. With these supply chain disruptions and publication layoffs, product review bandwidth can be limited. Here at Darby, that’s led to out-of-the-box thinking when it comes to pitching, and these new approaches have resulted in some pretty incredible coverage and opportunities for our brands.
Below are three examples of offbeat pitching angles our team has employed to provide content to editors while generating story-focused client coverage without the need for product seeding.
Pitching Video Content
Pitching high-dollar gear requires a different approach than pitching, say, camping lanterns. It takes a serious amount of vetting to determine who gets to test (and often keep) a multi-thousand-dollar fishing kayak or a handcrafted fly fishing rod. This challenge becomes exacerbated when supply chain issues delay inventory, leaving us paddling upriver. However, not pitching is not an option. This is where a creative approach comes in.
Video is an increasingly hot commodity across media platforms and social channels. Brands are investing heavily in the production of high-quality narrative-driven content to feed the beast of ever-increasing demand from digitally native customers. Not ones to be left behind, editorial outlets are rapidly pivoting to satisfy modern consumption trends. But keeping up with the Joneses isn’t always easy with limited bandwidth and dwindling resources. Enter Darby Comm.
With client Maine Fly Company, our team knew we had limited fly rods to seed heading into the spring/summer season, but we did have a few beautifully curated narrative-based videos to work with. We went to work identifying the right media outlets with audiences poised to digest stories of hope, passion, craftsmanship, community, and the art of fly fishing. The resulting pick-up included featured video stories in Outside Online and GearJunkie, extending the life and reach of the brand’s “Inspiration” and “Community” videos, respectively.
Our team also employed this strategy when client Sierra Designs launched its “Elevate Your Camp” educational video series. By researching outlets that feature similar kinds of content, we were able to craft a curated list of media that would likely find this series relevant and helpful for their audiences. To kick it off, we pitched “Elevate Your Camp: Backpacking with Kids,” a collaborative video with Colorado-based WildKind, to sites and bloggers with family-focused outdoor content. The video caught the interest of nonprofit Hike It Baby, whose mission is to get all families outside. They are currently working the video into their website and a future newsletter, and we were also able to connect them to Sierra Designs to discuss the possibility of partnering on some of their grant-supported programming.
Pitching Blog Content
We often stress to our clients how important it is to maintain a well-curated blog on their websites. From informative how-to articles to insightful first-person narratives, a great blog creates community, showcases the experiences of accomplishments of employees and ambassadors, and lays out what a brand cares about.
A well-curated blog can also be a valuable resource as a pitching tool. We’ve found that sharing relevant posts with select media partners can serve as a subject framework for an article, and sometimes leads to a repost of the original blog on their outlet, often greatly increasing its reach. However, not all blog content is suited for pitching. Consider sharing posts that inform, engage, and excite, while avoiding overly branded language. Additionally, being selective in your outreach is key—focus on pitching audience- and topic-relevant editorial outlets for best results.
Purchasing a fishing kayak can be a bit intimidating. Old Town gets it. They do a great job utilizing the expertise of their ambassador team to create blog content that educates and entertains a range of kayak anglers, from those looking to embark on their maiden voyage to seaworthy fishing veterans. By tackling topics that range from tips for buying your first fishing kayak to tactics for targeting specific species from a kayak, Old Town has become a go-to resource for the broader kayak angling community. At Darby Comm, we understand that editorial outlets are also searching for similar content opportunities to share with their audience.
Recently, we utilized this pitching strategy to introduce Old Town ambassador and badass kayak angler Matt Stone to the digital team at Game & Fish. First, we synthesized information from Stone’s blog “Tips for Multispecies Kayak Anglers,” presenting the main talking points in a digestible format. Next, we offered to connect the writer with Stone for a more in-depth topic-specific interview. Finally, we supplemented the pitch with the hi-res lifestyle and product imagery needed to repackage this blog into a range of diverse digital pieces. The result? Game & Fish gathered all of the valuable insights gleaned from Matt and his blog and organized it into three separate digital stories to be published in the coming weeks.
Pitching Brand Athletes and Experts
We are fortunate to work with some incredible athletes and experts via our brands, from top-notch distance runners to world-class paddlers to best-selling authors. Their expertise is valuable, and finding ways to connect them with media is a great way to employ out-of-the-box pitching. A huge (and fun!) part of our job in PR is to serve as a resource for our media partners. We thrive on making connections and helping them fill in missing pieces. That is where experts can come in. By offering up their knowledge, we are providing sources that can add depth and insight to relevant articles, podcasts, and TV segments. As an added bonus—these experts are typically more than willing to weave in their connections to the brands and gear they love.
We recently compiled a pitch for a “Getting Outdoors” theme week idea for the national talk show “Live with Kelly and Ryan.” We were able to include multiple experts we have relationships with, including brand athletes and even some of our media partners. This effort resulted in a strong new connection with Live show producers, stronger relationships with the experts we presented, and a potential feature on the show in the future.
Pitching local TV news outlets is another great way to maximize a brand expert. It can be extremely difficult to fill hours of on-air time, so reaching out with creative and informative segment ideas is often well-received. Finding a newsworthy hook is always a good idea, but sometimes an off-the-wall or just plain fun idea can end up being a fit. Recently, we have found a lot of success connecting experts with local TV news outlets to share exciting brand developments or spread the word on unique events our brands are putting on in their viewing area. Working with producers ahead of time to iron out talking points and supplying b-roll footage not only makes their jobs easier, it also helps ensure a cohesive segment that’s on-brand for our clients.
By implementing these tactics we were able to secure important story-focused coverage on our clients’ behalf using owned content or through interviews with brand experts and athletes. To learn more about how Darby Communications can maximize exposure for your brand through creative PR, reach out to us here.