The Right Way to Respond to a PR Query

If they wanted a 20 page term paper by February 15th, that's what I gave them. If it was a 5 page essay by end of class Friday, I turned in a 5 page essay on Friday. Even if my work wasn't stellar, at least I knew I wasn't going to get an F because I'd followed the instructions.

When I got to college I was amazed at how many students didn't follow the professors' instructions to a tee. Instead they turned in something other than what was asked for, or were late turning in assignments, and their grades immediately tanked. Now I realize that behavior has carried over into adult life for many people.

These days if you actually do what you promised, when you promised it, you're already miles ahead of your competition. This holds true in your business, your life, and just about everything else.

It also holds true when it comes to getting great PR.

Here's a perfect example...

Recently, I posted a query on the online PR resource newsletter HARO looking for new guest experts for my monthly teleseminar series. Because HARO goes out to more than 60,000 readers, I knew I'd be slammed with responses.

So I asked for very specific information in the responses knowing this would cull out folks who were unprofessional or unprepared. And make it easier for me to wade through them all.

Here's the query I placed:
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Seeking small business experts on a variety of subjects for monthlyeducational teleseminar series. The focus is on small business success, and the moderator is a Practical Marketing Expert. So any topic related to growing/running a successful small business will be considered. Past topics have included social networking, blogs, branding, virtual assistants, online video, teleseminars, and more. Please send the following: Name,Website address, contact info, Short bio, Title of topic along with short description and 3-5 bullet points addressing what folks will learn.

Testimonials are welcome but not required.

BE SURE TO PUT - HARO SPEAKER QUERY in the subject line.
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I got 131 responses.

Of these...

> 6 were nothing but a sales pitch and info about a company...

> 41 didn't provide the requested topic title with short
descriptions and bullets...

> 37 didn't include HARO SPEAKER QUERY in the subject line (I found these in my trash box)...

> 17 provided a topic title or idea and maybe bits of an author bio, but no other info...

> 5 offered a topic that had nothing to do with small business (How to stay employed, how to find a new job, etc.), to be presented by people who don't work with small businesses...

> 16 didn't include a bio...

> And one didn't even mention what they were emailing about!

That means only 26 people followed directions. Most of the otherresponses were deleted because I didn't have time to guess about their topic or credentials.

What's truly mind blowing is that most of these came from PR firms pitching on behalf of their clients. I can maybe understand how someone who isn't a PR professional could make these mistakes...But these people are hired to do this!

So today I want to show you the right way to respond to PR queries so you can get more press with less effort.

#1 - Only respond to queries that truly relate to you and your expertise. No off target pitching.

#2 - Follow the guidelines in the query exactly. If they ask for a 200 word tip, that's what you give them. If they want a bio and some info on your expertise, give them that. If they just want you to get in touch, that's all you do.

#3 - Reporters and editors are looking for experts and content that will be of interest to their readers. Do your best to show them you are indeed the best resource to address their questions or speak on their topic by referring to it specifically and giving a little info or specific examples to support that.

#4 - Keep it on the shorter side, but include enough info to make them want to follow up with you.

I typically use this formula when crafting my query responses:

+ One line intro specifically referencing their topic and query on HARO or PitchRate or wherever

+ A short paragraph speaking directly to their topic and giving them a sense of why I'm the right expert for their needs

+ A couple tips, examples or any other info they've specifically asked for

+ A short bio with links to my Website, blog and online press kit where they can learn more

+ My contact info (even though it's in my email signature too)

Tip: It helps to keep a doc with your bio, contact info, and a few versions of your query responses so you can quickly cut and paste in the future.

Ready to harness the power of free PR to grow your business?

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Then start pitching.