How to Pitch: Saudi Voyager
December 13, 2015 Consumer Magazines
Riyadh-based Alef International's publishing division manages a diverse portfolio of corporate and industrial titles, including Saudi Voyager magazine. MediaSource spoke with Senior English Editor, Amjad Parkar, about his role, and the best ways for PRs to catch his attention.
Tell us a bit about your job at Alef International
I am responsible for all English-language content, which has three main functions: publishing, PR and media sales. So my role is varied in the sense that I could be editing and writing press releases, corporate reports, websites and magazines for a number of blue-chip organisations. My main project is Saudi Voyager, a magazine that aims to bring exciting news and features from the tourism industry in the Kingdom. I am responsible for the management and editing of this publication, which is published every two months.
How do you prefer to be contacted by PRs?
It depends. If the PR has an extremely strong story, then go ahead and give me a call. However, don’t bother if it’s to plug a product without offering any substantial story alongside it. In all other cases, email is the best way.
Are there particular deadlines to take note of before sending you a pitch?
Not really, as my role is varied and I am usually on one deadline or another. In a nutshell, I am a very busy person. This is why it is extremely important to have a good pitch when contacting me.
Any advice for PRs looking to pitch a story idea to you?
The first thing you should do is read the news. Understand how a story is structured, what the content is and also what are the current reporting trends i.e. what stories are ‘hot’ right now. That should inform your pitch. Give me the news first, before telling me what product or service you want to plug. Writing down pitch notes in bullet form and having them in front of you when you call journalists also helps a lot.
What makes a good email pitch?
A strong headline is obviously very important, but don’t underestimate the power of a strong opening sentence and a good structure. If you have all three elements in your press release or email pitch, then you are more likely to catch my attention.
After a news release, how would you advise the PR to follow up?
Give me a call to check I have received it and whether I’d like to use it. And feel free to try and sell the story again if I’m not sure whether it should be covered or not. However, if I say ‘no’ then respect my decision as final.
How can a PR best assist you with a story?
By being available and eager to help. And also getting the basics right. In other words, always making sure to provide high resolution pictures (don’t assume we have a photographer available) and a spokesperson who is available and flexible. Remember, a journalist’s work sometimes requires working out of hours.
From your experience what makes the best PR/journalist collaborations?
A PR who takes the time to build a relationship with the journalist and goes the extra mile to help develop an excellent story. PRs should be receptive to the journalist’s requests and always thank them if the story they are pitching is published. A PR who follows these steps will often find it easier the next time to sell in a story to the same journalist.
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