Tips for Pitching to the Media
Contacting the media to request coverage can be an intimidating concept, especially when it’s your first attempt. The fact is, however, editors, who strive to regularly feature fresh ideas to their readership, appreciate great content.
Trying to figure out the most effective ways to pitch to the media? Below you’ll find my top tried and true tips as you make your press plans for 2015.
Take Time to Craft Your Pitch
Great PR strategies always begin the same way – with ample research and planning. Media pitches should be no different. You’ll first want to carefully outline your PR goals, identifying your ideal audience and the channels (typically, publications and blogs) in which to reach them. From there, it’s essential to get to know your selected media outlets from the inside out. Review content they are currently featuring so you can offer them something that is new, yet complementary. Commit to memory any submission guidelines to ensure you’re following all of the rules and, most importantly, find the correct editorial staff member who may be in a position to cover your story.
Editors are constantly on deadline and will only have a moment to review your pitch. The goal then should always be to make it as easy as possible on the media to cover the story, so it’s essential to include how you can assist. In addition to being an expert on the topic, for example, can you connect the writer with others who could be interviewed as sources? Mention it in the initial pitch. Have a slew of professional, high-resolution images at the ready to accompany the article? Don’t forget to add that as well.
Always Be Available
Many people assume that the work is complete once the pitch has been made, but if you’ve offered resources, you need to be at the ready to provide them upon request. Include both your email address and phone number when initially reaching out and be sure to respond in a timely manner.
Keep the Conversation Going
Not every pitch is going to be picked up. In fact, you’ll probably hear more “no” than “yes” to start, but that’s all a part of the process. Just because a story idea isn’t the right fit for an editor, doesn’t mean that you can’t reach out again when appropriate with another pitch.
Say Thank You
The world of public relations is constantly evolving, but good etiquette will always remain the cornerstone of successful media relationships. It’s easy to get wrapped up in the excitement of a feature, but make sure you set aside time to sincerely thank the editor who made it happen for you.
Focusing on public relations strategies will help build awareness for your brand, as well as differentiate you from your competition in the new year. Keep the above in mind while crafting your pitches and you’ll be well on your way to enjoying an impressive press portfolio to call your own.