In the social media era, we are on a constant deadline. For journalists news is always breaking, inboxes are always flooded and stories are always being fought for. In order for your pitch to stand out in this constant world of noise, it needs to, well…
Personalize: One of the best ways to get a journalist’s attention is by establishing a more personal connection with them. More times than not it’s very clear that your pitch is a canned email that you blasted out to a list of journalists and the last thing any journalist wants to receive is an auto-generated message that is being pitched in the same manner to everyone on a media list.
Target + Deliver: The best way to get ignored is pitching a topic a journalist doesn’t even cover. Make sure you know the writers you want to reach and separate real news about your company/client from promotional puffery. Deliver a sharp story angle that will be of interest—including facts, figures, photos, video, trends and your contact info.
Pique Curiosity: Journalists are curious and are always looking for the “inside scoop” or “behind the scenes”. Give them what they want and paint a story about your business/client that nobody has had the opportunity to see or hear before. However, Don’t Overhype! Do not create a false sense of urgency in order to get noticed. Harassing and/or lying to journalists will only show that you’re unreliable and desperate.
Follow Up: Waiting for a response? We’ve all been there. Instead of fiddling your thumbs as your original pitch sits in the garbage or was looked over follow up a week or two after send an email with the pitch attached with hopes of a response.
Be Available: Remember, you are on their time. Though it may not feel like it nor do you want to be on their time table you are. When they reach out to you (which will happen) be ready. Timely responses to a reporter’s email and phone calls make a difference when you need something. Always be friendly and honest.
Now that you’ve got a pitch to dangle before editors and reporters get out there and make some noise!
Kaysen