Getting your media pitch perfect
Journalists are busy. Churning out quality stories across a 24-hour news cycle is an expectation from the public.
With leaner news resources and competition between media outlets, journalists are on the hunt for good stories. But, they also don’t have time to read emails or take calls from businesses and communications professionals who think their story is worth covering.
So how do you stand out from the clutter? You get your story pitch perfect. If you haven’t already, check out my previous blog - Is your news newsworthy?. This gives you handy hints on identifying the right story to pitch.
Now you have the newsworthy story, here are things to consider when pitching your story.
Know your news outlet and journalists
All newsrooms have a generic email address for press releases and news tips. Remember that your email will be with hundreds of others, all clambering for attention.
Do some homework and look at the media outlet and the types of stories it runs. Will their readers be interested in your story? If so, look closer at the journalists who are covering what stories. Is there one who frequently writes about your industry or topic? If so, send your press release to this journalist and cc the generic email. Add a personal message along with a brief description that tells the journalist why they should care about your story.
Don’t send mass emails. Journalists know these are generic, even if emails are BCC.
Remember, your goal is to engage and establish (or continue) a relationship with the journalist.
Keep things short, sharp and to the point
Get your subject heading right. It’s the difference between a read email, and one sent straight to the virtual bin.
Again, referring back to my previous blog Is your news newsworthy?. You need to hit two of the five newsworthy factors. Make sure these are in your subject heading.
In your pitch, as mentioned above, include a short personalised message that outlines the value of your story and explains why they should cover it. Keep this short, between 150 – 400 words. Make sure your name and contact details are included and be available to take their call. If you miss their call, the journalist may shelve your story and move onto something else.
Make a journalists job easier
Do you have good quality images or video that can accompany your pitch? If so, include them. Good imagery can raise your chances of coverage, especially for news outlets with limited staff photographers and if the journalist cannot physically attend the event or story you are proposing.
Include both horizonal and vertical images and video so they can be used across different platforms.
If you are working on behalf of a client, make sure they are available for interviews. It is frustrating to have a journalist interested in your story, but then they cannot speak with your client.
Once the journalist has covered your story, build the relationship with them. Understand what stories they may be interested in covering in the future and see how you can help. This can be in the form of interviews as a subject matter experts, sharing industry data or market analysis on topical issues.
Always leave the door open. Even if the journalist moves onto another news outlet, if you have formed a good relationship, you will remain on their contact list for possible stories in the future.
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