Want to see your business featured in major news outlets? Pitching yourself to media outlets can be a powerful marketing strategy, but only if you do it right. Far too many pitches end up in the trash. Ready to learn how to craft a pitch that actually gets noticed?
1. Identify Your Target Media
Before you even think about writing a pitch, you need to know who you’re pitching. This isn’t about blasting every journalist you can find. It’s about finding the right fit. Start by identifying media outlets that cover your industry and target audience. For instance, if you’re launching a new AI-powered marketing tool geared towards small businesses in the Atlanta metro area, you might target publications like the Atlanta Business Chronicle or local news websites like Atlanta News First. You could also target industry-specific blogs and podcasts that cater to marketers.
Use tools like Meltwater or Cision to search for relevant journalists and publications. These platforms allow you to filter by industry, location, and keywords. I’ve found Cision’s database particularly helpful for identifying niche publications I wouldn’t have otherwise discovered. Make a list of at least 10-15 potential targets.
Pro Tip: Don’t just look at the publication. Dig into the individual journalists. What topics do they typically cover? What’s their writing style? Tailoring your pitch to their specific interests will significantly increase your chances of success.
2. Craft a Compelling Story
Journalists aren’t interested in press releases that read like advertisements. They want stories. A good pitch tells a story that is newsworthy, relevant, and engaging. What makes your business unique? What problem are you solving? What impact are you having on your community?
Think about current events and how your business relates to them. For example, if there’s a growing concern about data privacy, you could pitch a story about how your company is protecting customer data using advanced encryption methods. Make sure to quantify your impact whenever possible. Instead of saying “we’re helping businesses grow,” say “we’re helping businesses in the Perimeter Center area increase their sales by an average of 20% in the first quarter using our innovative marketing strategies.”
Common Mistake: Focusing on yourself instead of the audience. Your pitch should be about the readers, viewers, or listeners of the media outlet, not just about how great your company is. I had a client last year who kept sending pitches that were essentially sales brochures. Unsurprisingly, they got zero traction until we reframed their message to focus on the benefits for the audience.
3. Write a Concise and Attention-Grabbing Subject Line
Your subject line is your first (and sometimes only) chance to make an impression. It needs to be clear, concise, and intriguing. Avoid generic phrases like “Press Release” or “New Product Announcement.” Instead, try something that highlights the key takeaway of your story. Here are a few examples:
- “Atlanta Startup Revolutionizes Marketing with AI-Powered Insights”
- “Local Business Helps Small Businesses Thrive Despite Economic Downturn”
- “New Study Reveals Surprising Trends in Consumer Behavior in Georgia”
Keep it short – ideally under 50 characters – so it doesn’t get cut off in email previews. A/B test different subject lines if you’re sending multiple pitches to see what resonates best. I often use a tool like Mailchimp (even for small batches of emails) just to track open rates based on subject lines.
4. Personalize Your Pitch
Generic pitches are a surefire way to get ignored. Take the time to personalize each pitch to the specific journalist you’re contacting. Mention their previous work, show that you understand their beat, and explain why your story is a good fit for them. This demonstrates that you’ve done your research and aren’t just spamming them with irrelevant information.
Find their contact information online or through media databases. Many journalists are active on social media, especially LinkedIn. You can often find their email address or even send them a direct message to introduce yourself. However, be respectful of their time and avoid being overly aggressive.
Pro Tip: Before sending your pitch, double-check the journalist’s recent articles. Have they already covered a similar story? If so, you might need to adjust your angle or find a different target. We ran into this exact issue at my previous firm when pitching a story about a new marketing automation platform. Turns out, a competitor had just been featured in the same publication the week before. We had to pivot to focus on a different aspect of the platform to make it newsworthy.
5. Keep it Short and Sweet
Journalists are busy people. Get to the point quickly and avoid unnecessary fluff. Your pitch should be no more than a few paragraphs long. Start with a strong hook that grabs their attention and clearly explains the main point of your story. Provide a brief overview of the key facts and figures, and explain why it’s relevant to their audience.
End with a clear call to action. What do you want the journalist to do? Do you want them to schedule an interview? Do you want them to write a story about your company? Make it easy for them to say yes by providing all the information they need.
Common Mistake: Burying the lede. The most important information should be at the very beginning of your pitch. Don’t make the journalist search for the key takeaway. They simply won’t bother.
6. Offer Exclusivity (Sometimes)
Offering an exclusive story can be a powerful way to entice a journalist to cover your business. This means giving them the first opportunity to report on your story, before anyone else. However, exclusivity isn’t always necessary or appropriate. It depends on the nature of your story and your overall marketing goals.
If you’re launching a major new product or service, offering exclusivity to a top-tier publication can generate significant buzz. However, if your story is less groundbreaking, you might be better off pitching it to multiple outlets simultaneously. Weigh the pros and cons carefully before making a decision.
7. Follow Up (Strategically)
Don’t be afraid to follow up if you don’t hear back from a journalist within a few days. However, be mindful of their time and avoid being pushy. Send a brief, polite email reminding them of your pitch and reiterating the key points. You can also offer to provide additional information or answer any questions they may have. I usually wait about 3-5 business days before following up.
If you still don’t hear back after a second follow-up, it’s probably time to move on. Don’t take it personally. Journalists receive hundreds of pitches every day, and they simply don’t have time to respond to everyone. Here’s what nobody tells you: rejection is part of the process. Learn from it and keep refining your approach.
8. Build Relationships
Pitching yourself to media outlets isn’t just about getting immediate coverage. It’s also about building long-term relationships with journalists. The more you get to know them, the easier it will be to get your stories covered in the future. Attend industry events, connect with them on social media, and offer them valuable insights and information, even when you don’t have a specific story to pitch.
Think of it as networking. The stronger your relationships with journalists, the more likely they are to consider your pitches and see you as a trusted source of information.
Case Study: Local Restaurant Secures Prime-Time Coverage
A local restaurant in Buckhead, “The Peasant Pizzeria,” wanted to promote its new vegan menu. We targeted Atlanta Eats, a popular local food blog and TV show. Instead of sending a generic press release, we crafted a story about how The Peasant Pizzeria was responding to the growing demand for plant-based options in the city, citing a recent Nielsen report that showed a 30% increase in vegan food sales in the Southeast. We personalized the pitch to the host of Atlanta Eats, mentioning her known interest in healthy eating. We offered an exclusive tasting of the new menu. The result? A five-minute segment on Atlanta Eats, which led to a 40% increase in reservations and a significant boost in brand awareness for The Peasant Pizzeria.
This strategy is especially useful for Atlanta businesses looking to evolve their marketing.
Frequently Asked Questions
How do I find the right email address for a journalist?
Start by checking the journalist’s official website or social media profiles. Many journalists list their email address in their bio or contact information. You can also use media databases like Meltwater or Cision to find verified contact information. If all else fails, try guessing their email address based on the publication’s standard format (e.g., firstname.lastname@publication.com).
What should I include in my media kit?
A media kit should include essential information about your business, such as your company overview, key facts and figures, high-resolution images and videos, press releases, and contact information. Make it easy for journalists to find and access this information by creating a dedicated page on your website or using a cloud storage service like Google Drive.
How do I handle negative press coverage?
First, assess the situation and determine the severity of the issue. Respond quickly and honestly, addressing the concerns raised in the coverage. Avoid getting defensive or argumentative. Focus on providing accurate information and taking steps to resolve the problem. If necessary, consult with a public relations professional to develop a comprehensive communication strategy.
What is an embargo?
An embargo is an agreement between a company and a journalist that the journalist will not publish a story until a specified date and time. Embargoes are often used when companies want to control the timing of a product launch or announcement. To request an embargo, clearly state the embargo date and time in your pitch and explain why it’s important.
How can I measure the success of my media pitching efforts?
Track the number of media mentions you receive, the reach and engagement of those mentions, and the impact on your website traffic, social media following, and sales. Use media monitoring tools to track mentions of your brand and keywords. Analyze the sentiment of the coverage to assess whether it was positive, negative, or neutral. Setting specific, measurable goals will help you track the effectiveness of your PR efforts.
Stop sending generic press releases and start crafting compelling stories that resonate with journalists and their audiences. By following these steps, you can increase your chances of getting your business featured in the media and reaching a wider audience. Focus on building real relationships, and the coverage will follow.
