Media coverage is one of the best ways to get your company noticed, but it’s not as simple as throwing a pitch together and hoping for the best. Journalists receive many pitches per day, so how can you make yours stand out?
To avoid your pitch getting lost in the inbox or falling victim to the delete button, the public relations team at Adoni Media has some tips to help you prepare the perfect media pitch.
- Choose wisely
This may be an obvious tip but choose your topic wisely. Timing is key so make sure it’s newsworthy and relevant to your business and the media outlet you’re pitching to.
- Research media outlets and journalists to target
Make sure you thoroughly research the media outlet and the journalist you are pitching to. Have a look at their past work and see exactly what topics they cover. Even follow the journalist on social media platforms, like Twitter and LinkedIn to learn what content they share. If appropriate, network and line up a coffee with them.
- Pitch your story, not your business
Sorry to say it, but your business and product by themselves are not going to interest journalists. However, as part of a broader story or an example of a pervasive need or message, your pitch is more likely to catch the eye of your chosen outlet. Always consider what is newsworthy, current or unique about your brand story.
- Nail the details
It’s all about nailing the details. As you can imagine, journalists are busy people, so help them out. Give them everything they need from an eye-catching headline to a visual opportunity so all they need to do is pick up the phone and say “I would love to cover your story!” Also, keep your pitch brief and to the point so the journalist doesn’t have to search for your key message and call for action.
- Follow up
Last but certainly not least, make sure you follow-up. Send a follow up email to check if they have received the pitch or better yet, give the journalist a call. Be respectful and don’t annoy them, they may not want to cover your pitch and that’s okay, it happens. You can try sending your pitch elsewhere or start preparing a different pitch that’ll align more with the journalist’s interests.