Creating media pitches can be the most challenging part in public relations. You do your homework. Research a lot about the client’s product or services then synthesize loads of information into at least 400+ word press release; send it over to the media and pray all night that it gets through.
And it’s awfully frustrating when, after scouring all outlets, you realize no one – not one of the journalists on your list – was interested.
Life isn’t easy at times. But things can always be worked out for promising returns. Here are some logical points that can help make sense why media pitches sometimes fail:
- You sent the invite or press release to the media company and not to a particular journalist. In cases like this, the material could have been tossed around or left unopened in the inbox.
How to address this: Do the extra mile, make a quick phone call to the media company and ask details about who is assigned to subject interests such as what you’re pitching.
- You’ve been given the journalist’s phone, email or Whatsapp details and made your opening statements sound like you’re selling the latest bread toaster. Who cares?
How to address this: Liven up! Don’t ever sound like you’re reading the whole manuscript like what telemarketers do. Bear in mind that reporters are humans, too. Do the first name basis approach. After all, nothing is sweetest to one’s ears than his or her name. That will get you to first base.
- Your content is boring and predictable.
How to address this: They call it the “peg” or the “angle.” A story or narrative has lots of pegs or angles in it. Which one would poke the reporter’s interest and the readers? If for instance the press release or pitch is about fees for a PCR test now being standardized at AED50, that’s the obvious lead. Who doesn’t want to save during this pandemic and sleep at night worry-free knowing that you’re COVID negative.
How to address this: It’s called building rapport, a relationship; and being media-savvy. One way of doing this is by learning more about the reporters – their interests. Even engage them in regular Whatsapp conversations or ask them for coffee. Bear in mind that you’d be in there for the long haul. And once you’ve nurtured a professional relationship, then it’s all going to be just one phone call or Whatsapp message, henceforth.
- You sent a “generic, one-size-fits-all” master pitch.
How to address this: As the PR gurus would say, make your email subject line a tad personal and put some references to the reporters’ previous or latest published articles; moreover, explain how your pitch could further grow those articles and make a “running story” or one that is continuously published as a follow-up report.
Other tips:
- Try what they call “newsjacking,” which is piggybacking on the big news or calendar events. An example would be Emirati Women’s Day, for instance, and your client is into F&B launching special offers for Emirati women. That could be a breeze, you might as well pitch your material as an addition to the round-ups that publications are doing about special offers on this special day.
- Don’t join the rush. Reporters are always rushing on things to beat deadlines. If you have a product launch happening next Friday, send your invite at least a week before then a “soft reminder” a few days prior to the event date.
- Quit sending the same pitch or press release over and over. It clogs up the inbox and can be confusing, especially when the journalist has downloaded it and later on found another with the same subject line. The instinctive action is for the journalist to check the new one and see if there were revisions, which is a waste of time if it turns out it was the same thing. Be aware that reporters would most probably be inclined to ignore future emails from you after that incident – it’s a common pet peeve.
- Avoid doing verbose pitches. Save that for poetry nights or novels. Get to the point but without being too technical-sounding. Mind you, reporters don’t have the whole day for your copy.
- Share the reporter’s article about your pitch or press release on social media. That will hit the mark for the reporter who gets extra attention for the report he or she wrote – and subsequently more followings – and at the same time provide wider mileage for your product or story.
Plant a good pitch, build bridges and reap rewards.
