There is No Pitch in PR

5959544809_518c9047b5_nIt’s playoff season, and the Red Sox are headed to the World Series to play the Cardinals. Baseball is a pitcher’s game, and as any batter can tell you, pitching is not a win-win scenario. The pitcher is up on that mound with one goal in mind: to strike the batter out.

PR professionals are all about the pitch. Our goal — to mix metaphors (or at least to mix professions) — is to be pitch perfect.

Maybe this is the wrong way to think about things.

Jim Ayraud, CEO and founder of Next Level, Inc., teaches sales, and I had the pleasure last week of attending one of his two-day intensive sales training programs based on the Sandler System.

While he was focused on training us on business development techniques, I couldn’t help but apply what I was learning to media relations as well.

Jim taught us that pitch is a bad word in sales, because it implies that a win for the salesperson is a loss for the buyer, and that’s neither correct nor healthy for us. “There is no pitch in sales,” he says. Jim suggests that sales is more about catching the ball than pitching it. Only the ball is pain.

Maybe PR is too.

Jim taught us ways to catch our prospects’ pain. I think this applies nicely to media relations. What pain are your reporters and editors facing? Get to know those pain points. And you accomplish that through rapport. You can’t build a relationship with a reporter or editor in 2-3 minutes. But you can build rapport. You do this by setting a clear, upfront contract with the contact right off the bat, and then through active listening.

When we focus on the pitch, we’re forgetting the pain. Maybe our pitch can help solve that pain, but maybe not. How will we know, if we don’t ask?

PR people talk too much, and don’t listen enough. You know it’s true. I like to talk. So do you. It’s probably why we’re both in PR. But the best PR people listen more than they talk. They ask about their reporters’ needs, and then find ways to help even more than the latest press release from their client can.

The Red Sox’ pitching has been inconsistent in the post-season. But throughout the World Series, and into 2014, I’m going to remind myself what the guy on the mound is trying to accomplish, and how it’s different from what I do. I hope you do too.

Photo Credit: Keith Allison

Todd Van Hoosear

About Todd Van Hoosear

Todd’s love of technology started as a child, when his dad would bring home chips and switches from his work in the electronics industry that would feed his imagination for years. Combining a stint as an IT guy with his education in PR and communication, Todd has helped clients in the engineering, mobile, cloud, networking, consumer technology and consulting spaces bring new ideas – and new takes on old ideas – to the market.

Learn more about Todd

Comments

  1. Haley says:

    Great blog post Todd! Wonderful having you with us for a couple of days.

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