Pitching media doesn’t have to be so scary

This isn’t a trick

We’ve all been there: you’ve carefully crafted your pitch, painstakingly researched your target publications, and now find yourself hovering over the send button, questioning your life choices. That’s enough to send anyone into a fright. 

Pitching reporters in today’s media environment doesn’t have to be so scary, with these tricks of the trade.

Consider your communication channel 

As busy PR professionals, we’re always quick to resort to a standard email pitch - but depending on what story you’re trying to tell, sometimes alternative methods for communing with the media can be more effective. 

Spend some time determining how the journalists you are targeting for your announcement like to communicate. Checking a reporter’s social media bios can be a great way to confirm whether a direct message, voice call, email (or a seance) are their preferred method for receiving story ideas. 

Remember, reporters are people too

Arguably one of the biggest PR faux pas is to pitch a reporter when it’s clear you haven’t done your research on their areas of interest and beats they cover. Avoid this ghoulish mistake and spend time curating your list of media outlets and targets. The more you know about a reporter, the more effective your pitch will be.

Ditch the stale business jargon that often weaves its way into a pitch or press release and tell a story instead. Making your story clear and concise will ensure a reporter can see its potential – resulting in the coverage you ultimately want to secure.  

Don’t be afraid to offer an exclusive

If you’re launching a new product or are looking to share a newsworthy piece of information, consider offering an exclusive to just one media source. In today’s busy world, reporters are always looking for the next big story–especially if it has a unique angle. 

Giving a reporter the chance to break your news to their audience, first, can be a gamechanger. While you can’t wave your magic wand and guarantee exactly how the story will turn out, offering an exclusive can be a great way to build relationships with media, which can open the door for future storytelling opportunities. 

Timing is everything

Unless you want to be ghosted, set expectations with yourself (and your team) that media coverage is rarely immediate.

Consider your timing

Even if you’re in a rush to get your news out into the world, securing quality media coverage can take time. As we know, reporters are often juggling multiple deadlines at once and are unlikely to drop everything to cover your story right away.  

Unless you want to be ghosted, set expectations with yourself (and your team) that media coverage is rarely immediate. Avoid pitching reporters on the weekend and near holidays when they are likely to be spending time with friends and family, just like you are. 

So, while we can’t cast a spell to secure media coverage (although, wouldn’t that be nice), leverage these tips to help improve your relationship with the media and make your next round of outreach a little less scary. 

To learn more about media relations, visit our recent blog post or contact us to let us step in!