HR suppliers will want to read a blog posting from The Human Capitalist entitled The Vendor Pitch, which offers seven recommendations to vendors who are making pitches to analysts. The seven tips include:
Visit The Human Capitalist for the details on each of the above.
- Less Is More
- Know Your Audience
- Keep It Simple
- Tell the Analysts Why You Are Different
- Talk About What Makes Your Customers Different
- Talk About Where You Will Be in Three Years
- Show Passion For What You Do
Since these are great tips that can be applied to other audiences, we took each of these recommendations and tailored them to four media relations tips:
- Less Is More: In addition to any "press release" you may send to a journalist, always precede the release with a maximum 1-4 sentence "pitch" that clearly explains to the journalist why they should care about your news, such as how it may impact their readership (HR professionals).
- Know Your Audience: In media relations, your audience is the media, not a sales prospect. The message is completely different and should not contain any promotional language. Also respect and understand the journalist's deadlines, which is vastly different depending on the type of media you are pitching. For example, TV and radio may be more interested in timely news for that same day whereby print may be looking ahead a month or two.
- Keep It Simple (Avoid jargon!): A good friend of ours at a company called StarrTincup likes to talk about the difference between Industry Speak and Street Speak. Industry Speak includes a lot of jargon and it has a place when talking strategy, etc., with company peers or other industry insiders. But it should not be used when talking with customers or the media.
- Tell the Media Why You Are Different: Well, sort of. Remember, do not be promotional. Instead, focus on why your news is unique or different. I remember a few years ago when hundreds of employee benefit firms were launching a new "identify theft" solution and it was hard to understand what made any of the services different. Communicate your differences in non-promotional language.