The right story in the right media outlet can create consumer awareness, engagement and other brand-building benefits, so media pitching is a critical PR strategy.
When you have bona fide news to share and a targeted list of media contacts who would be interested in it, a well-written pitch is one of the best tools at a PR professional’s disposal to generate editorial coverage. The following five tips will help ensure the media can’t ignore the story ideas you pitch:
- Hook them with the subject line.
The subject line should be easy to read and understand. It should also signal to the recipient that you’ve done your homework. So try to:
- Keep it short (10-15 words).
- Choose clarity over cunning; be straightforward, not clever.
- Include research/survey results, if applicable.
- Mention something that pertains to the reporters’ beats to demonstrate you understand the topics they cover.
- Avoid clickbait language.
- If it’s a local pitch, mention the city name.
- Get to the point.
After your subject line does its job and compels journalists to open your email, don’t lose them by burying the lead and failing to personalize your message. Make sure the first sentence of the pitch addresses the reporter or editor by name (spelled correctly!) and succinctly summarizes the story idea.
There’s no need to introduce yourself. Just clearly convey why you’re writing. Put on your journalism hat and think like a reporter when you’re writing the pitch. Anticipate questions and include the answers using good storytelling techniques and perfect grammar, while following AP Style guidelines and avoiding any typos.
Brevity counts here, too. The ideal pitch length is around 75 words, so that contacts remain engaged with your email long enough to finish it before moving on to what could amount to hundreds of other messages they must sift through on a given day.
- Include links – but not too many.
Journalists appreciate two or three embedded links they can click on to learn more about your client or the subject of your pitch. But adding more than that can be off-putting and counter-productive.
- Send pitches on Fridays.
Contrary to conventional wisdom, PR professionals often find higher levels of engagement with their pitches on the last day of the week. There tends to be less competition for their attention on Fridays, when some people leave the office early or assume journalists will.
- Follow up!
Many times, reporters don’t proactively respond to PR pitches – even if they ultimately end up doing a related story. News staffs are shrinking, so reporters are more pressed for time than ever. Plus, technology sometimes malfunctions, and emails don’t reach their destinations.
And, don’t be afraid to pick up the phone to reach contacts directly. Otherwise, they might never see your pitch, and you won’t get a chance to overcome any objections to coverage they might raise.
As these tips illustrate, pitching takes planning, a unique skillset and persistence. Usually, it’s best left to media relations pros like the ones at GYC Vegas, an integrated marketing firm that specializes in strategic PR. GYC helps clients across the country grow their brands through personalized media strategies and PR results that correspond directly to business goals. Contact the experts at GYC today to learn how their pitching prowess produces publicity that propels companies forward.
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