Welcome to Inside Look, where we shamelessly show off the various wonders of IrisPR.
Pitching is one of those quintessential PR skills that no one else really understands. It’s something between a science, an art and black magic. You have to be persuasive, eloquent and succinct – and you have to research your media contact so you pitch the right person at the right time in the way they like to be pitched.
Even after all that, you’ll still strike out a lot of the time. The average pitching-to-result ratio (Success Rate) for Iris customers is around 15%. Tell that to your boss or client the next time they think all you have to do is pick up the phone and call a reporter to get a story placed. That just isn't how media relations works.
But wow, that feeling when you get a feature story…. You know what we’re talking about.
That’s the fun part of PR pitching. The tedious part? Keeping track. Trust me, we know all about that. Faithfully making notes on who and when and how you pitched can eat up hours of your time while boring you senseless. And when your schedule is crazy, it doesn’t always seem like the most important priority… so sometimes it doesn’t happen.
That generally isn’t a big selling point with clients and bosses.
But they’re not the only ones who want to know who, what and when you’ve pitched. You and your teammates need to know the same about each other to avoid duplicate pitching. And of course you need to accurately calculate your success rate, both to prove your value and to refine your media relations strategy. Who’s accepting your pitches the most often? Who’s ignoring them? Who on the team is knocking it out of the park?
That’s why we have Automated Pitch Capture baked into our PR software. It works exactly like it sounds – you email out pitches like usual, and they’re recorded in IrisPR and organized so you can find them by client, campaign, contact and even team member.
What is this sorcery, you ask? It’s actually really simple. When emailing your media contacts, you add email@example.com in the BCC field. You’ll also add in a special campaign code in the body of the email – most customers place it beneath their signature and white it out. (The code is in the upper right screen of every campaign, as you can see below.)
Do that and boom – your pitch is in IrisPR forever, part of the account history, media contact history and your success metrics.
Obviously IrisPR lets you manually enter pitches into the system too – you just add in the pitch title, corresponding campaign and the relevant media contact you’re pitching, as well as a description and pitch type. It doesn’t take long at all. Those are also factored into your results, including the dashboard metric that shows you how many of your pitches have been accepted.
But let’s be honest, it’s the automatic pitch capture that’s really cool. It eliminates so much time-sucking and tedium. It does away with embarrassing duplicate pitches. It allows PR pros to see which story pitches hit the mark and which ones missed, as well as showing which media contacts you have the strongest relationships with. It also helps account executives and contractors show their efforts to leaders while giving those leaders more visibility into their teams’ media relations activity.
At IrisPR we’re all about convenience – saving time and effort so you can focus on more enjoyable and meaningful work. That’s why we created Automated Pitch Capture in our public relations software. Go on and try it for yourself. We bet you’ll pitch smarter and faster than ever before.