I know you’re excited but before you hit send on that media pitch email, please review my tried and trusted media relations tips.
1. Don’t be boring.
- You want news, so make sure your pitch and news release are newsworthy.
- Do the research to find out: What is going on in the world? What are the top trends among consumers? How do you fit into these ideas?
- In all cases, find timely, 3rd party data to support your story. You already know how to build business cases for new ideas, so do the same for the reporter. Prove why this news matters with statistics.
2. Don’t spray and pray.
Even the most clever and timely PR campaigns will fall flat if you are pitching into the wind.
The best way to illustrate this is to ask yourself, how far will sending a food story idea to a foreign press correspondent get you? Exactly.
Spend time on your media lists. Yes, it can be boring – but a very necessary means to an end (press coverage). If it sounds like you don’t have hours (more like days), then pass this laborious task off. Media lists are best assigned to someone who has time to read and monitor news daily to see who is writing about what on a day-to-day basis.
3. Don’t be too verbose.
“I have only made this letter longer because I have not had the time to make it shorter.” — Blaise Pascal, mathematician and physicist.
In email pitches, your subject line should be intriguing – but not too cute. It must also give the journalist a good idea of what your pitch is about.
Be concise, well-written, and to the point. It should include:
- A clear and engaging headline.
- A concise and intriguing lead or hook.
- A brief summary of the story.
- The relevance of the story to the media outlet’s audience.
- Supporting facts, statistics, or quotes.
- Contact information for follow-up.
4. Highlight Your Expertise.
Journalists often look for experts to provide insights and quotes for their stories. In PR lingo, we call this, “Leadership Positioning”.
If you’re a subject matter expert, mention this, along with 3rd party recognition, and accomplishments or years of experience in your industry.
5. Offer Exclusivity or Embargoes.
To make your pitch more appealing, offer an exclusive interview or story to a specific media outlet. Or, request they hold off on publishing the story until a certain date (embargo).
6. Be a newshound, but don’t hound the media.
- A clear and engaging headline.
- A concise and intriguing lead or hook.
- A brief summary of the story.
- The relevance of the story to the media outlet’s audience.
- Supporting facts, statistics, or quotes.
- Contact information for follow-up.
7. Be available for interviews.
Don’t be afraid (please!) to reschedule an internal meeting if a journalist expresses interest. Trust me when I say they have a deadline and will move on quickly if you don’t strike while the iron is hot!
This advice comes with exceptions. If there is a crisis, gather your information and get your ducks in a row before responding. But don’t take too long!
8. Be Resilient and Persistent.
Not all pitches will result in media coverage. Be persistent but respectful. If one outlet doesn’t pick up your story, try others (that make sense to your story pitch).
9. Build Relationships and Be Social.
Just like making friends, relationships can take time.
Monitor the news to offer yourself as a timely resource. When appropriate, reach out to offer a comment on a news story relating to your expertise.
Engage! Network, attend industry events, and like, and follow the media. You can also go ahead and comment on their stories.
