A serious a part of any PR technique is pitching attention-grabbing tales to the appropriate reporters. With out sending pitches, your story doubtless received’t get seen, lined, or shared. It may be difficult, nonetheless, to jot down a media pitch that can pique a reporter’s curiosity in your story and compel them to cowl it.
Learn on to study some greatest practices you’ll be able to make use of when writing media pitches, and a few examples of real-life media pitches to encourage your individual.
A typical media pitch incorporates necessary particulars that may seize the recipient’s consideration, together with:
- The lede: It is a fascinating opening sentence that reveals why your story is attention-grabbing and newsworthy.
- The intent: This half is the place you inform the reporter what you need them to do together with your story. Would you like them to jot down a overview, conduct an interview, or use your knowledge/analysis in an present story?
- The worth proposition: This half explains why the reporter needs to be fascinated with your story. Some causes might be that it has unique knowledge, dependable sources, or attention-grabbing bodily circumstances.
Finest practices in writing a media pitch
Regardless of the business you signify, realizing craft an efficient media pitch is essentially the most vital a part of a stable PR technique. Listed here are some priceless suggestions that can show you how to up your media pitching sport very quickly:
1. Make sure that your story is newsworthy
The media thrives off tales which can be stylish, stunning, or participating — or all the above. So earlier than pitching a narrative, be certain that it meets these standards. Ask your self:
- Is that this story new/present?
- Does this story induce an emotional response?
- Will this story have an effect on folks?
If you happen to reply “sure” to those questions, there’s an opportunity {that a} reporter can be fascinated with overlaying your story.
2. Pitch related media contacts
Within the media, journalists and reporters have their very own specialties. They’re referred to as ‘beats’ and check with the forms of tales the reporter covers. Earlier than you pitch, make a listing of reporters whose beats match your story.
In case your story doesn’t match a reporter’s beat, they received’t cowl it regardless of how genius it’s. Actually, it should mirror poorly on you because the reporter would possibly interpret it to imply that you simply’re sending mass emails with out first doing the analysis.
3. Write a robust topic line
Your topic line is the very first thing a reporter sees after they obtain your electronic mail, and it influences their choice to open it. Your story could be stable, but when the reporter doesn’t learn your pitch, the standard received’t matter.
So take note of your topic line. Maintain it temporary—say simply sufficient to pique the reporter’s curiosity. You need to use stunning stats, thought-provoking questions, and even contrarian concepts in your topic line to seize consideration.
If you happen to’re unsure assemble your topic line, take a look at the headlines of some articles that the reporter has revealed to get a way of their type. Then attempt to replicate that.
4. Personalize your pitch
To get a reporter invested in your pitch, craft it such as you’re speaking on to them. Keep away from a generic pitch you’ll be able to copy, paste, and ship to dozens of reporters at a time.
Take the time to search out the reporter’s private/work electronic mail and, in your pitch, focus on a not too long ago revealed story or main achievement of theirs. A customized electronic mail alerts that you simply did your analysis earlier than pitching.
Professional tip: Establishing a relationship with the reporter through social media will increase your probabilities of them studying your pitch.
5. Maintain your pitch temporary
Reporters usually obtain dozens, if not a whole bunch, of media pitches daily, so that they don’t have time to learn and reply to prolonged pitches.
To get a greater probability of a response, maintain your temporary concise. Solely embrace necessary info within the pitch, and use bullet factors to summarize the most important factors of your story. Not solely is that this skilled, nevertheless it reveals that you simply respect the reporter’s time.
6. Comply with up in a well timed method
Reporters are busy folks—they might neglect to answer your pitch even when they’re . That’s why you must ship follow-up emails.
The rule of thumb is that you simply shouldn’t ship greater than 2-3 follow-up emails in the event you don’t get a reply from the media contact. Wait no less than one week after your preliminary media pitch earlier than sending the primary follow-up electronic mail. This ensures that the reporter has sufficient time to undergo their inbox and reply. In the event that they don’t reply to your first follow-up electronic mail, wait a couple of days earlier than sending a second and third. You must also notice the significance of utilizing automation on your follow-up emails to avoid wasting you effort and time.
Professional tip: You would add just a little additional details about your story in your follow-up emails, simply in case the reporter is on the fence about overlaying it. Additionally, embrace your unique pitch on the backside of your follow-up emails to remind the recipient and supply extra context.
5 media pitching examples
If you happen to’re making an attempt to jot down a media pitch, listed below are some nice examples you’ll be able to draw inspiration from:
1. Chilly media pitch
It is a media pitching technique the place a PR skilled sends a media pitch to a reporter they’ve but to work together with earlier than.
On this straight-to-the-point pitch, the sender supplies some details about himself, the charity group he works for, and the subject he’d just like the reporter to cowl.
2. A number of-options pitch
On this pitch, a author is sending the editor of a preferred SaaS weblog some concepts that could be an excellent match for the weblog. Discover how the author explains why she instructed every matter, based mostly on her personal expertise. This permits the editor to contemplate all choices rigorously and choose the subject they assume will resonate most with their readers.
Earlier than sending this kind of pitch, undergo a number of the publication’s present articles to get a really feel for the matters it covers and the writing type its readers respect.
3. Added-value pitch
On this pitch, the sender revealed a brand new report about Livestream buying and thought that their findings would match properly with an present article the recipient has revealed. Discover how the sender famous some key insights that may curiosity the recipient. That is to indicate how priceless their report is.
This pitch could be profitable in case you have unique knowledge that can add worth to an present piece that the reporter has already revealed.
4. Product/service pitch
This media pitch highlights a brand new service {that a} vegan restaurant gives. The sender talks about this new service and mentions the way it’ll profit its prospects and the readers of the publication.
This type of pitch works greatest while you’ve confirmed that the folks you wish to attain are frequent readers of the publication you’re pitching to.
5. Comply with-up pitch
On this follow-up pitch, the PR skilled reminds the reporter of the media pitch they despatched per week earlier than. The sender additionally makes use of this chance to reintroduce the pitch, which will increase the probabilities of the reporter studying the e-mail. On the finish of this quick electronic mail, the sender restates the advantages the media outlet will obtain if it covers the story.
Write irresistible media pitches
Every media pitch you ship presents a chance so that you can develop your attain and forge new relationships throughout the media. So whilst you pay shut consideration to the standard of your story, you shouldn’t neglect different facets, such because the reporter you’re pitching, your topic line, the size and tone of your pitch, and your follow-up emails.
Following one of the best practices outlined above will increase your probabilities of a reporter studying your pitch and overlaying your story of their publication. Media pitches that get accepted can assist you attain a brand new viewers, enhance your status, and even give what you are promoting an search engine optimisation increase through link-building.
If you happen to’re nonetheless unsure construction your media pitch, you’ll be able to take a look at some electronic mail templates to get a couple of concepts.
