It is possible to pitch this blog!
First, you should know that Sword and the Script Media is a B2B marketing and PR consultancy (services | backstory). However, we’re always open to good ideas and you’ll find a PR-friendly reception if you follow a few basic guidelines.
Coverage focus:
Generally, this blog is oriented around public relations (PR) from a business-to-business (B2B) perspective. While it does cover a wide variety of topics related to marketing, especially digital and content marketing, these are viewed through the lenses of PR. It’s a very specific and strategic approach that complements the market cycle — businesses with complicated products and long sales cycles — that are typically characteristic of a B2B organization.
Keep in mind, I am NOT a journalist. I do strive to follow editorial principles and present all sides of a story, but much of my writing includes my studied opinion.
Some of this might seem strongly worded; however, this site is highly visible in PR and B2B marketing circles and is routinely cited, so I receive dozens of pitches every day. Most of them are not relevant. It’s pretty frustraing and gives me some idea of how bona fide journalists feel, too.
Read a few posts so you understand who and what I write for:
a) Sword and the Script Media blog (weekly)
b) B2B Marketing & PR podcast (weekly) [available on most podcast platforms)
c) Monthly Marcom newsletter (monthly) [rounds up “must-read” articles via Substack]
Do’s:
- Read a few posts so you understand what sort of topics are covered here (subscribe here).
- Pitch a specific topic rather than sending a list of ideas.
- Have a story, strong opinion, or point of view, especially if you are pitching a guest post.
- Do send surveys and studies about marketing and PR.
- Use screenshots/photos/videos in your press releases; especially for new products.
- Do send links – clean links without tracking codes.
- Use this contact form for pitches.
- If you can show me you’ve been published elsewhere, that’s a bonus, but not necessary.
- Know my name. It’s a click away. My name is not “Hi there,” or anything similar.
- There is an occasional Q&A opportunity called Off Script.
Don’ts:
- Don’t send pitches asking for backlinks; I mark these as spam.
- Don’t give a fake compliment and ask for a link; I mark these as spam.
- Don’t send “quick questions” or “partnership” offers to trade links; I mark these as spam.
- Don’t offer to help with my SEO or website design; I mark all these as spam.
- Don’t use a template to pitch; I usually mark these as spam.
- Don’t send me a pitch asking me if I accept pitches; just send a good pitch.
- Don’t send pitches to my personal email; I mark all these as spam.
- Don’t slap “embargo” on your pitch to sex it up; unsolicited embargoes are usually manipulative in nature.
- Don’t slap “exclusive” on your pitch to sex it up; I don’t get excited about exclusives because my work is analytical.
- Don’t send press releases as attachments;
- Don’t add me to an email list unless we’ve worked together before and I’ve agreed to it.
- Don’t “follow up” or “circle back”; I got it and if I’m interested I’ll write or reach out.
Bottom line: send a thoughtful, well-reasoned pitch, and I’ll respond in kind. Typically, I’m open-minded to contrarian views, encourage junior professionals and PR interns to take a shot, and I don’t view any other PR agency as too competitive to cover.
Guest Post Guidelines:
- Must be relevant for a B2B audience;
- Clearly pitch a specific topic;
- Generally, 600 words or more; enough to examine a topic thoroughly;
- With some exceptions, like excerpts by book authors, it should be original content;
- Must be exclusive to this site for 30 days;
- Cannot be promotional in nature;
- A link or two is okay if these serve the reader;
- Include a bio and a link to a headshot.
- I reserve the right to edit material for style and clarity or to remove promotional language and links that I think do not serve the reader.
PR Technology Vendors
There are several opportunities for you to earn coverage (sponsored opportunities can be found here).
- PR Tech Sum: this is a quarterly summary of news related to the vendor community. Generally, these news items are of the most interest are:
- Product announcement including new features and updates;
- Good customer case studies (must have datelines and name-names);
- Financial transactions such as a round of funding or M&A;
- Surveys or data-based studies of the PR community, reporters or media landscape; and
- Here’s an updated list of the PR technology companies I’m watching and researching.
- PR Tech Briefing: this is a write-up based on both a business presentation (target market, customers, demographics, positioning, solution overview, product roadmap) and a brief web demonstration of your product, Q&A and my own research. Occasionally, I’ll do something similar with a Martech Briefing.
- Product Reviews: this is an in-depth review based on hands-on in a production environment. Typically product reviews require 60 days of access to allow for thorough testing and analysis on real-world data. If I like the product I write about it. If I do not, I stop using it and send you whatever feedback I have by email. There are about a half-dozen vendors that have gotten feedback this way. If you improve your product, you can try again in the future.
Importantly, none of the three categories above can be purchased. I do not accept money for product briefings or reviews. Solution providers are not permitted to “see” or “review” any review or brief in advance of publication. If you work for a vendor in the PR space, I’d encourage you to reach out and you should feel free to send me your announcements (inquiry -at- swordandthescript -dot- com).
Finally, I hold companies that make PR software to high standards. Basic PR 101 should apply: use dates and bylines, have contact info on your website and press releases, use multimedia in announcements, and finally, have someone on your team dedicated to PR. If you want to sell software to the PR community, you need to demonstrate you believe in the function.
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If you have questions about any of this, please get in touch (inquiry -at- swordandthescript -dot- com).