Rapid Response. Other agencies might call it something else or may have a different method, but there’s one commonality: it works. This daily tool has helped me to land some of my best press hits, gotten our clients on the radar for future stories, and allowed me to make connections with editors that I might not have connected with otherwise. Here’s a behind the scenes look at the methodology of Rapid Response pitches.
So, to start, what is Rapid Response? Basically, it’s a dedicated outreach to editors who have produced stories that your clients *should* have been in (and weren’t). We start by searching for recent stories, then we pitch those editors. Really. It’s that easy! You, too, can try it using the five simple steps listed below!
1. Identify search terms relevant to your client
For example, if you have a beauty client with anti-aging products, then you might have the following search terms:
• anti-aging products
• anti-aging skincare
• anti-aging skincare products
2. Google those search terms
Yep, it’s that simple. I like to filter my results to stories posted within the past week, so I don’t have to worry about checking if it’s a recent story or not.
3. Identify relevant story opportunities
Using the beauty client mentioned above as an example, a relevant story might be a roundup of cleansers for aging skin on Allure online or a Byrdie story quoting skincare experts on the best ingredients for fighting fine lines.
4. Pitch the editor
Send the editor an email introducing yourself and the client. Make sure to include links, a short description about the client you’re pitching and why you think your client is worthy of consideration.
5. Wait for the magic to happen
If the editor is interested, they’ll reply, and if not, keep waiting. There’s a good chance that your email will be filed away for a future opportunity. In the meantime, keep pitching!
Rapid Response is a skill that takes some time to learn, but once you’ve mastered it, it becomes a second nature tool that produces quality press hits.
This article was originally written by Caitlin Topham and published on AllysonConklinpr.com.