How a Good CRM Can Help You Improve Your Coworking Media Relationships

PR is about building strong relationships. You need a good Customer Relationship Management system to help you manage communications and keep track of important information about your contacts.

Hi everyone, it’s Fred at Prezly with a few more PR tips to help you promote your coworking space. So far, we’ve covered social media press releases, creating great visual content, and sending effective pitch emails. These are basic building blocks for any PR campaign, and they’re really important.

But ultimately, PR isn’t about creating press releases or sending emails. It’s about building strong relationships. Luckily, you don’t need to be a master networker to do this well. You do, however, need a good CRM, or Customer Relationship Management system, to help you manage communications of your coworking space and keep track of important information about your contacts. I know that Ramon, the author of the coworking handbook, just spent a long time choosing a CRM. He might chip in in the comments with recommendations for a CRM.

Knowledge is power (and power is a good CRM)

When it comes to forging great media relationships, knowledge is power. The more data you can gather and store about your media contacts, the more power you have to understand what they care about, remember past conversations, and recall important details. All of these data points will help you build trust and create stronger relationships.

Of course, lots of data can quickly become difficult to manage, especially if you use Excel to keep track of your contacts. There’s no shame in relying on a spreadsheet for this purpose. Most PR people do. Keep in mind, though, that Excel is designed to make calculations and graphs, not help you manage a database. That’s where a CRM comes in. A CRM is much more than a glorified Excel spreadsheet. Among its many advantages, a CRM can help you:

  • Document emails, phone calls, and even social media conversations with every influencer. Many CRMs will even let you send pitch emails directly from the platform.
  • Search for contacts by name, communication history, beat, PR campaign, or any number of tags that are important to your business.
  • Measure the impact of your efforts with thorough reporting on response rates and new PR opportunities generated.
  • Share knowledge across your company by keeping it in a universally accessible platform, rather than a spreadsheet saved to your hard drive.

Getting started with CRM

CRM systems range from simple and relatively cheap to sophisticated and very expensive. Whatever CRM you use, don’t sweat your choice too much. The important thing is getting a system in place to help you manage your data. This allows you to focus on the human side of PR: creating and cultivating great media relationships.

How to Send Pitch Emails that Get Results

It’s not enough to create a press release; you have to pitch it effectively, too. With that in mind, let’s talk about the pitch email, one of the most powerful tools in your proverbial PR toolbox.

It’s Fred with Prezly, back again with some fresh PR tips to help you promote your coworking space. Hopefully after my first two posts, you’re feeling pretty well-equipped to start creating social media press releases  and visual content.

But it’s not enough to create a press release; you have to pitch it effectively, too. With that in mind, let’s talk about the pitch email, one of the most powerful tools in your proverbial PR toolbox.

Right Email + Right Audience

There are two parts to a successful pitch email – your target audience, and the email itself. While it might be tempting to email your entire database, your childhood friends, and maybe a distant cousin or two every time you have something new to say about your coworking space, don’t do it.

In the PR industry, we call that S.O.S. (sending out stuff), and it’s never a good idea. Instead, send a highly targeted email to specific influencers for whom your press release is relevant. For coworking spaces, this might include influential members of the local tech and freelance community. You’ll get better response rates, and your contacts will thank you for not spamming them with irrelevant emails.

The Anatomy of a Great Pitch Email

A well-crafted pitch email can quickly and effectively open new doors, strengthen media relationships, and increase your exposure. A bad pitch email, on the other hand, can alienate influencers and permanently damage your credibility.

So what distinguishes a great pitch email from one that fails to get results? Luckily, it’s fairly straightforward. Let’s walk through the anatomy of a great pitch email, piece by piece:

  • A Specific From Line: Your From line is probably the first thing your reader sees. It should clearly and concisely communicate who you are as the sender. I typically use the From line “Frederik from Prezly”, which tells you who the email is coming from, as well as which company I work for… all before you even open my email.
  • An Irresistible Subject Line: Your subject line should be relevant, timely, and evoke just a little bit of mystery. Include a tidbit about your story that relates to your influencer’s interests and inspires enough curiosity to make them want more. Example: “New study: Everything we thought we knew about the freelance economy is wrong.”  Here’s a great list of best practices for subject lines, drawn from MailChimp’s analysis of over 200 million emails.
  • A Brief, Relevant Introduction: Start your email with a 2-3 sentence introduction that states who you are and why you’re reaching out. Tie your message to something personal that you know about them, which shows that you’ve done your research and understand what they care about. Example: “I saw your tweet about freelancers and thought you might like to learn the surprising results of a new study.”
  • A Compelling Value Proposition: Once you’ve made your introduction, get to your point quickly. Remember that in order to get a response, you need to demonstrate value for your contacts. Ask yourself, how will a journalist benefit by covering your story? Always keep your pitch about them and how they stand to gain, not about you. Example: “Your latest article about the freelance economy got a lot of buzz. Sharing the results of this study would be a great follow-up for your readers.”
  • Supporting Multimedia Previews: Don’t just tell influencers and journalists about your story. Your pitch email should also include previews of all the multimedia assets in your social media press release. Don’t send attachments or links. They’ll take forever to download and lack the visual impact of an embedded preview. Instead, use a tool that automatically generates media previews in your pitch emails.
  • A Clear Next Step: Make it as easy as possible for your contact to follow up with you. Include all of your contact information (phone number, email, Twitter, Skype, etc.), and suggest a clear next step. Example: “I’d love to answer any questions you have about the study I sent you last week. Can we talk for 15 minutes tomorrow or Friday?”

Don’t Forget About Tracking

It’s tempting to send pitch emails from Gmail or Outlook, but what you gain in speed, you lose in trackability. Use a tool that allows you to track opens, clicks, and responses to your pitch emails. You can also A/B test subject lines and messages to see what works best.

Prezly can help you with all of the above and more. If you own or manage a coworking space, your first 3 months of Prezly are free – no strings attached! Just sign up for the free trial on our website, then email us with the name of your coworking space.

Till next time.