As I mentioned in a previous post, I come from a background
in marketing. I used to work with the
media on a regular basis and used to pitch them stories weekly. Moving into the digital age, communication
became even easier. Instead of calling
and talking to someone, or putting together a professional press release to fax
to the media, information could simply be emailed over, for immediate
access. And if that isn’t quick enough,
social media gives us the means to announce breaking news as it happens.
But all of this seems to have come with a price. As we have
moved away from real person-to-person interaction, our communication skills
seem to have diminished. I have read several posts from reviewers and media representatives who are getting frustrated with web series creators. Let’s take a moment and look at their
concerns:
1.)
No information: It
is amazing what reviewers see; everything from the impassioned plea to the
emails that contain just screen-shots of the show and downloads cross their desk. It is also amazing to me how many of these
folks forget to include basic information about their show. The name of the show and the website at
least should be EASY to find in your message.
2.)
Forget the attachments:
As one reviewer put it, they are an annoyance. First of all, many people won’t open unsolicited attachments due
to the risk of getting a virus, and secondly, if your series name and links to
your site are buried in a pdf, they can’t be clicked, which is ultimately what
you want. Again, make it EASY for
someone to access your info.
3.)
Remember you are pitching them your series. There are thousands of others out there, so
you are not entitled to a review.
Saying things like “Why haven’t you interviewed me yet?”, “When is it my
turn?” “Check out my link, you should interview me,” or “Come interview us, we
have an event tomorrow,” (and yes, all
of these are actual quotes) are not only unprofessional, but will definitely
kill your shot at getting any positive feedback from the media.
4.)
If they decide to say no to your series, or give you another
answer that you don’t like, take it as creative criticism and move on. DO NOT accuse them of being part of some
massive conspiracy, or anything else.
(And yes, this has happened too.) Remember, these folks work hard to support the indie film-making community, and should be treated with the utmost respect.
So what do you do when you are trying to get interest in
your show?
1.)
Be professional. Treat
each letter, each pitch as if you were standing face to face with decision
making studio executives. Put your best
foot forward.
2.)
Include all relevant information in the body of your
email. This includes show name, website
and channel links and your contact information. (I think I mentioned it
before…but make it EASY for them to find and follow you.)
3.)
Mind your manners. We
all were taught to say please and thank you when we were kids. Why would anyone think those are not
relevant when pitching a show for review.
You should always thank the reviewer for their time and consideration.
4.)
Put some thought into your pitch. I generally write mine, go do other things and then come back and
re-read it later, so I am looking at it fresh.
We have had articles lifted straight from press releases I have sent
out, because we included all of the relevant information, and wrote a well
structured release. Ask yourself if you
were receiving it, would it get the desired response?
5.)
I cannot say it enough, BE PROFESSIONAL. If you want to be taken seriously, treat
your series like your business.
And remember, by sending out ill-prepared or
unprofessional material, you are shooting yourself in the foot. The number of web series out there vastly
outnumbers reviewers for these shows. It
is extremely easy to pass on something for any reason. Instead of giving a reason to pass, instead
make it easy for them to say yes!