While it may not look like it, Jackson Pollock would take great pains to create distinctive energy and motion in every one of his pieces. What may look like chaos has a great deal of rhyme and reason. Jackson was deliberate, precise and took great pains to make sure his compositions had his vision in place.
If only PR professionals would take a page from Pollock when they craft a pitch. Heck, if we all took on that kind of commitment to being clear and thoughtful, Richard Laermer and the Bad Pitch crew would have a much harder time locating those knuckleheaded emails. So, in an effort to curb some knuckleheadedness, try it the Pollock way – try
- Starting With a Vision – we all know that you have a client that wants you to deliver a message to someone at USA Today or The Wall Street Journal…but unless you have a unique idea with some clarity or focus in your dealings with the press, they will see right through your verbiage and dismiss you for wasting their time.
- Being Deliberate – have some purpose with your communications efforts. Don’t just throw out some willy-nilly story idea because your client wants you to get a hold of BusinessWeek. Your approach will come across as half-baked and tired…and you’ll sound like a salesman – quickest route to the trash bin.
- Using Some Precision – more often than not, there is at least half a dozen replacements you can use for the ‘important’ words with your outreach. Take those extra steps to use the noun or adjective that properly expresses the vibe or tone that you need. Beyond that, consider what your message points sound like to the person on the other end.
- Taking Your Time – you have no time for this…nobody has time for all this! This is exactly why you should be doing this. When you give yourself enough room and patience to see this kind of process through, you will be that much further away from mediocrity. Moreover, you’ll find yourself closer to earning a spot on a short list of people that the press will hear out.
What other aspects of Pollock can you use in your PR pitches? How long do you take in developing your emails for the press?