PROFNET Responses:

If you're a user of Profnet and want to know what pitches garner interest from us, then the formula is pretty simple.

* Read the query. You'd be amazed how often the PR response is way off base or gets the publication wrong or our names wrong.

* Target your pitches -- We've told you what we're looking for. If you can provide that then pitch us. If you can't you're wasting everybody's time and your clients dollars. Don't pitch "sidebar" ideas. (see below)

* Provide multiple contact points. E-mail and phone number.

* Don't be vague in your response. "My client will be producing a product in the next quarter" is not a compelling pitch.

* Be timely. Responding immediately gets interest. We're on deadlines. They are not arbitrary.

How not to pitch:

Here's an example of a Profnet query we put out recently:

**2. FASHIONABLE HIGH-TECH ITEMS - XYZ MAGAZINE. For a tech fashion product page, I'm looking for fashionable high-tech items -- wearable tech, luxury-styled accessories, fashion-oriented computer and tech gadgets, etc. -- that can be shipped to XXXXXX. No phone calls, please. Need leads by XXXXXX.

Here's one PR pitch that got a hostile response because she pitched a software product to a request for a tech fashion piece.

Hello Andy;

I hope you are doing well. We saw your story request in ProfNets today. I
think you know who we are but, in short, we are the makers of xxxxx software products for XXX handhelds. We now have customers in over XXX countries worldwide with strong popularity among tech folks that like to xxxxxxxx. Since our products are some of the best selling add-ons for handhelds (i.e. High-Tech Items) I thought this might be a fun sidebar for your story.

If this sounds interesting for your readers, you can find the URLs to our
web sites below or you can reach John Doe directly at
XXX-XXX-XXXX. My email is janedoe@misguided-pr.com. Thank you for your
time and potential interest in our line of products.

Best wishes,

Jane Doe
MisGuided PR Communications

There were three responses similar to this that came in from the query. Most of the time we just ignore these pitches, the PR people who pitch them and the products they represent. In fact there's an Outlook e-mail rule that screens out these people on the computer that receives Profnet e-mail.

Questions: editor@cyberwalker.com
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