How to know when you’re ready to pitch
Who do you target first?
Want a major website or media outlet to talk about your brand?
You won’t get there unless you learn how to pitch the media your story.
And, guess what? You’re not the only business that has clamored for media coverage, so you’ve got some stiff competition when it comes to getting their attention.
While you’re never guaranteed that a media outlet will write about you, these five tips will at least give you a fighting chance.
Start small
I know in life we are supposed to encourage one another to shoot for the moon.
Your first media pitch is not one of those times.
Instead, cozy up to reporters who represent your local media outlets.
Consider media outlets like steps on a staircase.
You need to get to the first step before you can get to the top of the staircase (i.e. The Today Show, etc.).
Securing press coverage at one step and it will be easier to get coverage at the next step.
Get to know them
While pitching someone is better than pitching no one, sending random emails to the vague and random generic editor@xmediaoutlet.com is usually the kiss of death.
These generic email inboxes typically serve as a catchall. And, like the drawer in your kitchen that serves as a catchall, they can be a black hole that no one pays attention to.
This is why it’s important to research what media are writing about topics related to your industry.
Browse previous articles written online and watch news segments.
Look at the bylines and who is covering which topic.
Find the About Us or Contact Us page and find the editor in charge of the section that best relates to your brand.
Once you do, read more of their writing or watch more of their on-air interviews so you get to know what they’re interested in.
Know your speaking point
Yes, your brand is your baby and you eat, breathe, and sleep it every day.
But do you know how to tell your brand story in three sentences or less?
Start by listing the unique selling points that set your brand apart from the competition.
Then, narrow those points down to 2-3 sentences that describe your brand or business.
Craft those into a short, less than 5 sentence email pitch.
The more effort you put into your pitch, the more successful you’ll be at getting the media to cover your brand.
Be social, not a surprise
If you’ve written a press release, congratulations!
But if you’re looking for the media to ooh and aah over it, I have news for you: it’s not going to happen.
While the media may care about your brand’s story, and while your press release may tell it, you’ll do a better job of selling yourself to the media in a brief email pitch.
Include a link to your press release (never attach it), but summarize your news in a few bullet points instead of including the whole thing in your pitch.
You want to tantalize the media member to click to read more, not show your entire hand in your email.
Now that you know who you want to pitch, exercise some restraint before you send off an email pitch.
First, show the media contact that you’re paying attention to what they cover.
Comment intelligently on their most recent articles.
Follow them on social media and share their content there. A retweet or non-spammy comment goes a long way!
That way, when you’re ready to pitch, they have an idea of who you are.
Don’t overlook reputable bloggers
Emphasis on reputable here.
When people think of PR and media coverage, they think of newspapers, magazines, and TV shows.
However, blogs are another fantastic place to introduce more people to your brand.
It can also be a fresh breath of air working with a blogger, as they tend to think outside of the press release box and prefer to review your offerings, interview you, or get your expertise no their site in the form of a guest post to connect you to their audience.
Just make sure they cover your niche and appeal to your target audience.
Press for the sake of coverage isn’t necessarily great press.
Bonus tip: You press release is an accent, not the focus
If you’ve written a press release, congratulations!
But if you’re looking for the media to ooh and aah over it, I have news for you: it’s not going to happen.
While the media may care about your brand’s story, and while your press release may tell it, you’ll do a better job of selling yourself to the media in a brief email pitch.
Include a link to your press release (never attach it), but summarize your news in a few bullet points instead of including the whole thing in your pitch.
You want to tantalize the media member to click to read more, not show your entire hand in your email.
