Crafting a media pitch that gets noticed is an art. Whether you’re promoting a new product, sharing a company milestone, or positioning yourself as a thought leader, how you present your story can determine whether it gets picked up or ignored.
A successful media pitch is clear, concise, and designed to capture the journalist’s attention quickly. Here’s what you need to focus on.
- Craft a Strong Hook
The first few sentences of your media pitch are crucial. Your introduction should be engaging and informative, giving the journalist a reason to keep reading. Think about what makes your story newsworthy or different. Use the subject line and opening paragraph to highlight the value of your story and its relevance to the journalist and their audience.
- Keep It Personalised
Journalists are more likely to respond to personalized pitches that reflect their specific interests. Avoid generic templates. Instead, do your research and tailor your pitch to the journalist’s beat. This could involve referencing recent articles they’ve written or explaining why your story fits their publication’s editorial focus.
- Be Clear and to the Point
Journalists are pressed for time, so keep your pitch short and easy to digest. After introducing your story, get straight to the key details. What is the story? Why does it matter now? Provide any necessary facts or statistics, but keep your pitch under 300 words. Clarity is key.
Preparing for the Perfect Pitch
Good preparation is what turns a decent pitch into a great one. Before hitting ‘send,’ make sure you’re fully prepared to make a strong impression.
- Understand Your Story’s Value
Take time to refine your narrative. Ask yourself why this story is important and what makes it newsworthy at this particular moment. Understanding your key messages will help you convey the right angle to the media. Always consider what makes your pitch timely or relevant, whether it’s tied to industry trends, current events, or seasonal topics.
- Target the Right Journalists
Not every story is suitable for every journalist. Research is key. Identify the media outlets and journalists that are most likely to be interested in your pitch and who’s audience is your target market. Whether through media databases or by following journalists’ work, ensure your story matches the audience and tone of the publication. This tailored approach increases the likelihood of your pitch being picked up.
- Prepare Supporting Material
Make sure you have all the supporting materials ready before pitching. If your story is picked up, journalists may request additional information like high-quality images, press releases, or quotes. If you have shared some statistics and trends, make sure you have a list of where you got those numbers and details. Anticipating these needs will show you’re professional and prepared.
Timing Your Media Pitch
Timing can be everything when it comes to sending out your media pitch. Understanding when to reach out is crucial for improving your chances of getting coverage.
- Best Time to Send Your Pitch
Generally, the best time to send pitches is during the morning when journalists are checking their emails. Avoid sending pitches late in the day, during the weekend, or on public holidays when inboxes are more likely to be flooded. Aim for mid-week if possible, when journalists are often more responsive.
- Consider Lead Times
Different media outlets operate on different timelines. Magazines, for instance, work months in advance, while online platforms might turn around a story in days. Make sure to check editorial deadlines for longer-lead publications to ensure your pitch arrives at the right time. For more time-sensitive stories, ensure you’ve prepared and sent the pitch as early as possible.
- Tie Pitches to Current Events
If your story links to a trending topic or current event, you’ll want to act quickly. Journalists are often looking for fresh takes on breaking news, so connecting your pitch to what’s currently happening can help increase its relevance and appeal. However, make sure your story is genuinely tied to the trend to avoid appearing opportunistic.
Follow Up on Your Media Pitch
Even with the perfect pitch, follow-up can be necessary. Journalists’ inboxes get crowded, and your pitch could be missed. If you haven’t heard back within a week or two, a polite follow-up email is appropriate. Be brief, reference your original pitch, and offer to provide any additional information. This gentle reminder can sometimes bring your story back to the top of the pile.
Final Thoughts
Creating the perfect media pitch involves a combination of strong storytelling, good preparation, and impeccable timing. By tailoring your pitch to the right journalists, making it newsworthy, and sending it at the ideal time, you significantly improve your chances of getting your story in front of the right audience. And remember, persistence pays off—don’t hesitate to follow up if your story doesn’t get an immediate response.
Following these best practices will help you craft media pitches that capture attention and result in valuable media coverage for your brand or business.
