The holidays can be a double-edged sword when it comes to media pitches. On the one hand, they create timely opportunities for related stories. But the flip side is that your story ideas will have more competition than usual, since tying pitches to holidays is a tried-and-true media relations strategy.
To stand out and get noticed, it’s important to remember what constitutes a compelling media pitch any time of year:
Perfecting Your Pitch
- Relevance –
Your pitch should convincingly explain how the product, service or event you’re describing is important to the journalist’s audience. Conveying such relevance enhances your credibility and increases the likelihood journalists will respond favorably.
- News value –
Another pitch must-have is news value – a close relative to relevance. No matter when you approach a reporter or editor with a story idea, make sure it’s newsworthy. Bona fide journalists don’t respond to overly promotional or commercialized messages. So include one or more of the following elements in your pitch:
- Timeliness
- Localization/proximity
- Impact (passes the “So what?” test)
- Novelty/rarity/uniqueness
- Conflict/controversy
- Human interest
- Personalization –
Public relations 101 underscores the importance of spelling everyone’s names correctly, but effective media pitching goes far beyond this basic guideline. Make sure you also send pitches that are on-topic for the journalists you target. For example, a political reporter obviously will not be interested in a new retail concept. Research writers in advance so you understand the kinds of stories they tell and don’t waste anyone’s time (or damage your credibility) by suggesting something they wouldn’t cover – no matter how well you crafted the pitch.
- Attention-grabbing subject line –
Most journalists receive hundreds of pitches every week, and many decide whether or not to even open an email based solely on the subject line. Your job is to pique their curiosity and whet their appetite for more. Share just enough information in the subject line so it’s clear the pitch is relevant and newsworthy, while tempting them to read on for more details.
- Brevity –
Per #4 above, reporters are notoriously busy and hard-pressed to read everything that arrives in their inbox. Sending pertinent information using concise language not only improves the odds they’ll get to the end of your email, it also implies you respect them and their time.
Standing Out During the Holidays
While it’s critical that every media pitch contains these five elements, it’s especially imperative during the holidays when you’re trying to cut through clutter that intensifies this time of year. When your pitch overcomes any challenges journalists may have before they can even raise them, you tip the scales exponentially in favor of your story getting picked up.
Marketers also must take into account the solemn nature of Christmas and Hanukkah. Coming across as tone-deaf with an inappropriate or commercialized pitch can be offensive and cause reputational damage.
Consider, too, the current news environment. If you don’t see many stories like the one you’re pitching in the news, that could be good and bad. Good, because the trait of being unique can constitute newsworthiness and create intrigue; bad, because it may mean there is no media appetite for the kind of story you’re suggesting. The key is targeting the right journalists and developing a pitch they can’t ignore.
Leave It to the Pros
If all of this sounds complicated and time-consuming, that’s because it is. Many companies rely on outside experts like the seasoned PR pros at GYC Vegas, an integrated marketing agency that provides media relations services that get business-building results. They help companies of all sizes secure earned media that boosts the effectiveness of other marketing efforts, like advertising and social media, while increasing brand awareness and trustworthiness – no matter the season.
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