Q&A with Angelica Martinez, senior account executive at The San Jose Group (former editor, radio host, producer, T.V. news coordinator)
Create a friendly, non-working relationship. Forget about the typical and formal messages, and the pitch emails you usually send for general market media. Don’t you want to have a new good friend? Everybody does! So be natural, honest and genuine. Tell them why your materials are good for their audience. If they said “no” at the beginning, do not worry, eventually they will say “yes” to you if you’ve established that friendly relationship.
2. What type of stories is Latino media most receptive to publishing?
They do not have a lot of reporters to cover local stories, so you can take advantage of this. If you have a national story just customize your press releases with that city’s name in the lead of the release. For example, if your client is headquartered in Chicago, but you’re pitching multiple media markets around the country, change the release for each market to list the appropriate city’s name. The content of the release does not change, but because it is customized, the likelihood of the paper using it is greater. Also, try to pitch Latino stories based in their NEEDS and CULTURE. It sounds funny but it is true. I can’t imagine myself pitching a story about how to travel to China for vacation. How many Latinos can do that? Remember always to create a connection between your press release and a direct benefit for the Hispanic community.
3. Are there certain days/times that are best to pitch?
For weekly newspapers, my suggestion is to pitch on Monday or Tuesday. Friday is not a good day because editors are usually relaxing after a stressful week. Avoid calling them the day before the paper is published (i.e. if the paper goes out on Friday, do not pitch on Thursday). Editors and producers can become temperamental that day due to the pressure and responsibility to finish a story before the deadline. It is important to know when they are working against the clock to avoid pitching at this time.
Generally, I recommend calling to follow-up on your pitch two days before the paper’s publication day. You’ll want to call to remind them about your materials so they hopefully include them in that week’s edition.
By the way, do you know where your contact last went on vacation? If you don’t, something is wrong. But don’t worry. You know how to fix it now!
For more information about this topic please email firstname.lastname@example.org. For more information about The San Jose Group please visit www.thesanjosegroup.com