I’ve been doing a lot more media relations lately and I’m finding that I enjoy it more and more. This industry is rooted in relationships and sometimes just picking up the phone or making a dumb joke can be all you need to do to kick-start that relationship.

I have a concept I call agendaless pitching. Essentially this is the pitch you make to introduce yourself or your client and it’s way more important than any pitch going forward. Be clear about your intentions, be clear about your relationship and be clear about your expectations.

Oh, and followup.

Let’s face it, PR isn’t all about sending press releases to anybody with an email addresses (or who likes pizza). Sometimes PR is about how to reach people without the use of media.

I recently sat in on a brainstorm for a client that will be launching a product. We were debating video when the idea of a slide show popped up. I quickly said that would not work. And when asked why, I simply pointed to my mobile device.

Cell phones finding mobile content

I'm wondering how many people read this post on a mobile phone?

The reality is that according to Comscore, 69.6 million mobile users accessed an application on their phone in April 2010, an increase of 28 percent from the previous year. And, it’s my honor to be discussing tactics and techniques for creating messaging that is simple, yet actionable and effective at BlogWorld and New Media Expo 2010 (Affiliate link)!

The future present of media consumption

Mobile is how people consume media. All you have to do is get on any form of public transportation. Look at how many headphones you see. Those people are all consuming media. I frequently receive and send email, tweet and read on my mobile device. The fact that Apple sold 1 million iPads in mere weeks after it launched shows that our society has evolved into one mass of multi-tasking, shape-shifting people constantly on the move.

And publishers must be aware of this. Which also means that as PR pros, we need to be aware of it too. If your website does not detect the version of a browser being used and redirect to a mobile version if necessary, then that is a fail. I have abandoned countless page loads because the site tries to load the full version.

Sure, this still counts as a page view, but just one. If I don’t read your content it is safe to assume I probably won’t be back.

When pitching stories, we need to remember the adage “Brevity is Beautiful.” Here’s some things to consider when pitching to your influencers:

  • Format your mail, press release etc… with a short, tight summary. Call it twit pitch, elevator pitch, escalator pitch or whatever, just keep it short.
  • It’s OK to have longer text, just on a different page. Keep your digital media concise, but make sure product pages are robust, multi-media enabled and complete.

I’m only giving you two. Remember, Brevity is beautiful 😉

How we package our pitches makes a difference. Finding new, innovative ways to will always be at the forefront of “good” PR. What tips do you have for packaging a story for the mobile age? Share in the comments!

And also go register for BlogWorld and New Media Expo 2010.

Send me a personalized, on-topic, short, timely and interesting pitch. That sums up the general rules set forth by most bloggers who dictate how they’d like to be pitched.

I get it, you’re busy, you have hundreds of companies pitching you per day. But for those of us in the PR field that have adapted to the shifting practice for placing stories, it can be frustrating to jump through the aforementioned hoops and see nothing. So how do we move on?

Well, you keep pitching. Journalists are busy. We’re busy. And pitching is the circle of life. Silicon Valley Watcher also has what it calls the killer pitch. That’s a topic for another day…