Pitching 應用旨在成為公關專家和記者的引火種

Pitching app seeks to be Tinder for PR pros and reporters

   From Prdaily  by Kevin Allen | Posted: April 14, 2016

 

The importance of building relationships with journalists has always been crucial for PR pros

looking to land media coverage.

一直以來重視與記者建立關係是專業公關認為至關重要以尋求獲得媒體報導的關鍵。

In the digital age, those relationships have become harder to cultivate—but now there’s a

Tinder for PR pros and journalists.

It’s called UPitch, and it’s available now in the Apple App Store. It will become available

for Android devices in July and Windows devices later this fall.

 

在數字化時代,這種關係已經變得更難培養,但是現在有一易燃物可幫助公關專業人士和記者。

這就是所謂的UPitch,現在已可在蘋果 App Store 使用。七月它將成為可用於Windows設備而Android

設備約在今年秋季 可應用。

 

With UPitch, PR pros have 400 characters and up to five images to catch a journalist’s eye. If

reporters like what they see or read, they swipe right, bringing up a message feature that

connects them directly to the PR pro.

UPitch co-founder Allison Kugel wrote about the app recently for The Huffington Post:

We’re embracing Instagram images and tweets and rolling our eyes at long form declarations.

So why are businesses, brands and people still using 700 word press releases and page-long

PR pitches if it doesn’t suit today’s current communicative mindscape? Why are we still

jamming up email inboxes when we could be telling our stories more concisely, and to an

audience who wants to view them?

Journalists have the ability to filter the types of messages they see—and PR pros can only

contact them if the journalist has swiped right on a pitch.

 

UPitch,有400個字符和多達5張圖像吸引記者的目光。看到什麼喜歡,就移動或閱讀,滑動,連接欽睞的消息。

UPitch聯合創始人Allison Kugelm 在赫芬頓郵報寫了一篇應用程序:

我們擁抱 Instagram 的 照片和微博,對聲明興味索然

那麼,如果它不適合當今的思維交流空間,為什麼企業,品牌和人們還在使用700字新聞稿和長頁公關報導,當我們可以更簡明地講我們的故事為什麼我們還是塞滿電子郵件,哪個觀眾會去看他?

記者有過濾訊息的能力,能聯繫信息並確中目標。

RELATED: Learn new techniques to boost placements.

For PR pros, the challenge (and opportunity) is to parse down their pitches to 400 characters.

It barely leaves room for the who-what-when-where-why basics. However, a pitch from a

PR pro’s pitch about a mom-and-pop shop has just as much chance to be seen as one about

a global behemoth.

Kugel says the app doesn’t aim to eliminate the traditional press release or change anything that’s already good about the journalist/PR relationship.

“We aren’t changing the industry, but rather being the first to adapt to an industry that is already changing,” she says. “We’re helping people along the way while we’re at it. We

also understand the value of the PR rep and journalist relationship and hope our app will

foster more of those relationships. And at the end of the day, a journalist’s best relationship

is with their next great story.”

對於公關的利弊,所面臨的挑戰(和機會)是解析下降到400個字符。它幾乎沒有誰 –

什麼 – 當 – 在那裡 -為什麼的基礎。然而,發文從一個關於小型自營商店的公關專頁被看作是一個約全球性的龐然大物有一樣多的機會。

庫格爾說,應用程序的目的不是消除傳統新聞稿或改變任何東西,這些記者/ PR的關係已經很好了。

“我們不會改變這個行業,而是暫時先適應一個已經改變的行業,”她說。 “我們在這幫助人們邁向前進。我們也理解公關代表和記者關係的價值,並希望我們的應用程序能培育更多的關係。

最終,記者最好的關係是他們的下一個偉大的故事。“

(中文非英譯)

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