As business owners, we’re always looking for ways to get the word out about our products and services. We know a strong media pitch can make all the difference, but where do we even start? Many business owners find pitching their business to the media intimidating, especially without a PR team.
Pitching to the media doesn’t have to be stressful. It’s something you can handle yourself. It boils down to crafting a compelling narrative and knowing where to direct it. Journalists are always searching for a good story. Your role is to give them one they can’t resist.
Understanding the Media Pitch
Before sending that first email pitch or press release, it’s essential to understand what a media pitch is and its purpose. A media pitch is a persuasive message for journalists, editors, and influencers to spark their interest in your story.
This story could be about anything newsworthy about your business. This could be a product launch, a company announcement, expert commentary on industry trends, or your company’s founding story.
Don’t just blast out press releases using generic email templates; create a personalized pitch email that resonates with the recipient and highlights why your story is relevant to their audience. That’s how you secure media mentions.
Crafting Your Media Pitch: A Step-by-Step Guide
Let’s explore how to write an impactful media pitch that journalists will want to read:
1. Nail that Subject Line.
Your subject line is the gatekeeper to your PR pitch. It’s the first thing journalists see in a sea of emails, so make it impactful. Research indicates that subject lines with 61 to 70 characters receive the highest open rates.
Avoid vague or clickbaity subject lines. Get straight to the point and use strong action words to show the value of your story. Here are a few PR pitch examples:
- “Local Startup Disrupts \[Industry\] with AI-Powered Innovation.”
- “Breaking News: \[Your Company\] Announces Major Partnership to Tackle \[Challenge\].”
- “Exclusive Interview: \[Your Company’s CEO\] Shares Insights on \[Trending Industry Topic\].”
2. Start Strong and Hook Your Reader
You’ve got their attention with a captivating subject line; now, reel them in further. Start your email with a strong lead that grabs the journalist’s interest immediately. Keep this first paragraph concise – ideally, under five sentences.
Highlight the most compelling aspects of your story: what’s new, timely, impactful, relevant to their beat, and interesting to their readership. Think: why should they care about your story?
3. Showcase the Value of Your Story
Journalists receive countless pitches daily. Connect the dots for them by demonstrating how your story brings value to their audience.
Does it uncover a new trend, offer a solution to a common problem, introduce a game-changing product, or feature an inspiring business journey? Once you establish that connection, your pitch becomes harder to ignore.
4. Provide Irresistible Pitch Angles
Don’t limit the journalist to just one angle – give them options for how to approach your story. Could this be a piece on local businesses thriving, an expert interview on a hot topic, or a human-interest piece on your brand journey?
The more flexibility you offer, the higher your chances of getting media coverage.
5. Include a Strong Call to Action
State what you want from the journalist. Do you want them to feature your upcoming launch, interview your CEO, or cover an event?
Whatever it may be, express your desired outcome without being pushy.
6. Conclude with a Personalized Touch
Close by reiterating your value proposition and contact details, including your name, title, company, phone number, email address, and website. Always leave the journalist with a reason to remember you. This might involve reminding them of your story’s unique angle or thanking them for their time.
What Makes a Story Newsworthy?
You have an exciting story – great. But is it newsworthy? Elements of newsworthiness that are essential for a strong pitch include timeliness, prominence, proximity, impact, and emotional response.
Remember that elements like timeliness, proximity, and prominence might be more critical for B2B industries. For example, if pitching about an upcoming conference, specifying the location and prominent speakers can make your pitch more enticing. Consider these key components when pitching your story to increase your chances of coverage.
Finding the Right Journalists
Once your pitch is ready, it’s time to identify relevant journalists. Do your research and begin building media lists. It’s crucial to ensure you are reaching out to the right media contacts or publications before pitching them.
You want to target journalists whose work aligns with your news. In public relations, media pitching is one of many tactics used. To stay organized, PR professionals use specific platforms and tools like Meltwater to keep up with media mentions that may help guide future media pitches.
Make sure to avoid blanket pitches and invest in relationships with journalists. This will help with your brand’s visibility and future media success.
Following Up
Sent that fantastic pitch? Now what? Be patient. Don’t bombard journalists with follow-ups. Give your initial email time to breathe. Sending one or two polite follow-ups is fine.
Sending just one follow-up email can potentially double your chances of getting a response. Remember: you are nurturing relationships that can lead to ongoing media coverage. Persistence and thoughtful communication are essential for building those relationships.
The Ever-Changing World of Media Pitching
The way we pitch has changed in recent years. One noteworthy change that impacts how your pitch is shared is using press release distribution services.
While sending a well-crafted press release directly to journalists is commonplace, many PR professionals leverage services like PRNewswire and BusinessWire. This targeted approach maximizes a media pitch’s reach and potential impact in public relations.
FAQs About Media Pitching
What is a media pitch?
A media pitch is a brief and persuasive message designed to grab a journalist’s attention and convince them to cover your story.
How do you submit a media pitch?
Email pitches are the most common way reach journalists, though building rapport with relevant journalists beforehand can greatly increase success rates. Be sure to include your contact information and make it easy for journalists to follow up.
What is the difference between a media pitch and a press release ?
A media pitch is a concise and personalized message to interest a journalist in a particular story. A press release is a formal announcement providing detailed information on a newsworthy event, usually intended for broader distribution.
What are some examples of pitch subject lines?
Here are examples of good pitch subject lines that grab a journalist’s attention:
- Story: This CEO developed a formula to help others set goals remotely.
- Pitch: Interview: Therapist and Entrepreneur on How to Manage Everyday Stress.
Conclusion
A carefully constructed media pitch is an art form, but it doesn’t have to be intimidating. With a clear understanding of your audience, the media landscape, and your goals, you can write a winning media pitch. Whether leveraging paid press release distribution services or establishing connections with journalists, remember that effective media pitching goes beyond simply sharing news – it’s about building relationships and adding value for both parties involved. Good luck.
