Top 5 Rules for Pitching to the Media: Increasing Your Odds of Securing Coverage
By Lily Roeller
Reporters are sent hundreds of email pitches a week, and the majority will never be opened. Newsrooms are tired of receiving bad pitches with spelling mistakes, missing information, and no relevance to the reporter’s beat. When trying to form a relationship with the media, it’s essential that you combat the bad reputation of PR professionals that has emerged from years of poor media relations. In order to put your best foot forward and increase your odds of securing coverage for your client, here are five rules for pitching to the media.
1. Research Your Reporter
Every reporter covers a different beat. Read what a reporter has written in the last few weeks and the angles of their stories. Research the trends and news in the industry you’re pitching so you can pick the best reporter to reach out to. Make sure you understand who they are as a writer, and who their readers are. Above all, don’t forget to double check that their name is spelled correctly in your email.
2. Personalize Your Pitch
Make sure what you’re pitching actually matters to the reporter’s readers. Personalize the pitch to show that you’ve done your homework and know what the reporter might be interested in. Explain how your client fits into the news cycle they’ve recently covered and emphasize the angle that will appeal to their audience.
3. Give Them the Story
Never pitch a company or a product. Find the human-interest story or bigger context behind it. Customize your pitch to present your client as a leader in industry trends or as having a unique point of view. The reporter shouldn’t have to go searching for a story to feature your client in, give it to them. Appealing to emotions is also a good way to draw readers in.
4. Connect Them with Resources
Share your network with reporters and position yourself as a connector to important voices for their story. Offer them interviews or introductions to key people who can be helpful as they research and draft the article. Be forthcoming with the information you have, and share it as soon as you can to show that you respect their time.
5. Always Be Reachable
Reporters often have short deadlines. Make sure you are available to send any additional information they may need on short notice. Know what your company wants to say, and be prepared to provide comments and sources when necessary.
Following these tips can help your pitch stand out from the sea of mass-sent emails. Reporters will appreciate the time and effort you put into reaching out to them and providing them with leads, instead of just asking for features. At the end of the day, forming a relationship with a reporter, even if they don’t pick up your pitch, will help you grow your network and become connected with the media covering your client’s industry.