Pitch to Media for Effective Public Relations
Winning Press Coverage with a Well-Researched Media Strategy
May 22, 2009
Knowing how to pitch a story is becoming more important as marketing and communications budgets lean toward public relations campaigns that include media relations.
Media Strategy Part of Effective Public Relations Campaigns
The value of good press coverage to an organization includes improved financial health, sales, positive interest and buzz. Securing good media reporting, however, takes careful planning, thinking like a journalist and tenacity. Each day, reporters receive hundreds of emails, phone calls, letters, packages and drop-in visitors, all trying to gain media coverage. The key is to shape a story for maximum media appeal, particularly during a public relations campaign.
Consider the following to create a winning media pitch:
- Is this a new idea? Having a newsworthy angle is the first step.
- What is different about the idea and does it help the public?
- Does the pitch relate to a recent trend heavily covered by the media? Reporters are always seeking different angles on news stories when coverage is saturated by the competition.
- Can the media pitch involve a big name? For example, actor Michael J. Fox’s battle with Parkinson’s creates a much higher profile for the disease and the organizations supporting research and care.
- Can the pitch include a news angle of being at the extreme such as being the first, biggest, smallest or oldest?
- Ensure the organization is comfortable with conflict because the media like to cover stories with two completely different perspectives.
- Does the product or idea involve a solution to a well-known problem such as a health issue, household chore or financial issue?
- Can a human touch be added to the pitch? Media are always searching for real examples of people’s experiences.
- If the pitch is aimed at local media, try to relate a national news story to the community.
- Are photographs, visuals or a photo opportunity available for reporters?
Identify Which Media List You Need for a Media Pitch
Search media lists to research a media outlet’s format, target audience, frequency and reporting style, and what beat a reporter covers. Read that reporter’s articles and target the pitch specifically for that reporter. Heed reporter's deadlines. Weekly columnists have deadlines at the end of each work week so early in the week is the best time to both pitch and follow up on a story. Daily newspaper reporters tend to have afternoon deadlines so pitching a story early each morning is the best time.
Pitch the story using email. Keep the email brief, no more than two or three paragraphs, take on a conversational tone and simply describe why the story would benefit readers or viewers. Comment on a reporter’s previous article as an introduction to the pitch.
Gaining Press Coverage Takes Solid Effort
Be persistent and polite. No response to the email within a complete working day should be followed up with a phone call. When on the telephone with a reporter, pitch the idea in 10 seconds, using a list of talking points to stay on topic during the conversation. Follow up a week later and try to find more enticing information to strengthen the pitch, such as a customer or other benefactor.
Make a pitch to media by creating a compelling news angle, finding the correct media outlet and reporter and respecting the media’s deadlines, need for visuals and human interest. The results will be valuable media coverage that benefits an organization and those it serves.
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