As someone working hard to get their business off the ground, you know you need media attention. But actually getting journalists to care about your stories or media pitches feels impossible some days. You've sent pitch after pitch, yet your inbox remains devoid of replies, let alone requests for interviews. This is where learning how to reuse a media pitch effectively, including adapting it for social media platforms, comes in handy.
It's disheartening, but instead of giving up, savvy business owners, just like you, are discovering the power of repurposing. You poured your heart into that initial pitch, so why let it gather dust in the abyss of your sent folder? Give your well-crafted pitches a second, or even third, life to improve your chances of securing media coverage and reaching the right media contacts.
Why Reusing Media Pitches Makes Sense
Think back to a time when your inbox overflowed with pitches. Were you more likely to open one from a familiar sender or a name you'd never encountered before? This familiarity breeds trust, and for journalists, trust can mean the difference between ignoring and opening a pitch. This is why you need to know how to reuse a media pitch properly.
Understanding The Media Landscape
It's been said that almost half of all journalists get a minimum of 11 pitches every day. This number is over 26 pitches for many journalists.
PR professionals as well as other journalists are often pitching journalists, sending media pitches and press releases daily through email or social media, and searching for a good pitch that offers something unique.
They're drawn to things that feel familiar and safe, such as a compelling media pitch or a relevant case study showcasing real-world impact. That's where knowing how to reuse a media pitch becomes crucial for standing out. By reusing and adapting your pitches, you can increase your brand's visibility. With enough exposure, journalists will begin to recognize your name and associate it with valuable information.
How to Reuse a Media Pitch Strategically
Now that you understand the 'why,' let's explore how. This isn't about hitting forward and hoping for the best. Strategic reuse is about thoughtfully tweaking your pitch for different publications and journalists.
1. Tailor to Different Media Outlets
Every media outlet, whether a magazine, website, or podcast, caters to a specific audience and brand. Start by diving deep into their recently published articles to find the perfect media pitch for them.
This research can help you understand the tone and topics a publication gravitates toward, allowing you to customize your reused pitch accordingly. Think, too, about the kinds of information these journalists find newsworthy. Reviewing media pitch examples can help you see how to align your message with a publication's tone and focus. (A quick Google search will help you find some, or there are several within our blog posts.)
For example, if you're pitching a story on the rise in demand for plant-based meat alternatives, note a statistic such as, "Sales of plant-based meat hit a record 46% sales growth year over year, according to XYZ data." A concrete statistic, particularly one tied to growth, might make a publication more willing to listen to your pitch.
2. Tweak for Different Journalists
Reporters share personal things publicly all the time, whether it’s a career move or new role, a funny happening from their day on X, or a Substack where they reconnect with their community after taking a break from posting. Take the time to get to know your journalists. What are they passionate about? What types of stories do they typically cover?
Aligning your reused pitch with their interests increases your chance of capturing and holding their attention. This means learning how to reuse a media pitch is more than just altering the headline; it's about making a genuine connection. Look for areas where you can add a personal touch.
3. Refresh With New Data and Trends
The world of information never stops moving. New statistics, trends, and research surface daily, offering opportunities to inject fresh life into existing pitches. Just make sure that when referencing studies and data, you cite your sources, like how Databox found that only about 10% of PR pitches end up in publications.
Even small updates showcasing awareness of recent developments can increase your pitch’s relevance. A pitch that might have felt stale a few months ago can regain its allure with the right spin on recent industry events or relevant breakthroughs. Incorporating timely information, like current events or share data from the past year, keeps your pitch current.
Crafting That First (and Second and Third…) Media Pitch
Before you can even consider how to reuse a media pitch, you need a pitch strong enough to stand on its own – one that reflects solid public relations priciples. Remember, grabbing attention is essential, but a truly effective pitch needs to retain their interest, too.
The Power of Brevity
Experts agree that journalists are constantly battling flooded inboxes. Sadly, longer pitches often find their way into the digital trash.
Brevity is a journalist's best friend, and when learning how to reuse a media pitch, it’s critical to follow their lead. Keep it concise. Convey the most critical information within the first few sentences to offer value and get them interested in your pitch subject.
Don't Neglect Personalization
A pitch that addresses specific pain points or interests shows you’ve done your homework. This means doing your research to find the email address of relevant media contacts and making sure it's not just a general email address.
It tells the journalist you aren't sending a generic blast to every publication under the sun. Personalizing your pitch to journalists is essential. This targeted media approach involves more than simply knowing their names.
Create Compelling Subject Lines
Consider the last time you ignored an intriguing email subject line. Odds are, if it grabbed your attention, you opened it. When it comes to successfully navigating the art of how to reuse a media pitch, it comes down to grabbing that attention. When you are pitching journalists your story, you only have one chance to make a good first impression.
Experts recommend keeping subject lines to a maximum of ten words. Subject lines, those digital gatekeepers, hold immense power over whether your carefully crafted pitch is opened or ignored. A simple yet descriptive subject line works best.
Conclusion
Learning how to reuse a media pitch is invaluable for new businesses striving to stand out in the noisy world of media. By strategically tailoring pitches to relevant media, you build familiarity and trust. You give your stories more than one shot at landing coverage and achieving successful PR.
In the ever-evolving media landscape, mastering media pitching and crafting a single successful pitch is fantastic, but the ability to repurpose and refine those pitches is a skill set that shouldn't be underestimated. Properly pitching journalists with a clear CTA makes their job easier, which, in turn, could result in more impressive coverage for you.
