So much misinformation surrounds pitching yourself to media outlets that many beginners give up before they even start. Are you ready to find out what really works, and what’s just plain wrong?
Myth #1: Any Press is Good Press
The misconception here is simple: getting your name mentioned anywhere is a win. That’s just not true. A negative review in a respected publication, or a mention in a low-quality blog with no readership, can actually do more harm than good. Think about it: would you rather be praised by the Atlanta Journal-Constitution, or slammed by a random blog with 50 readers? The answer seems obvious.
Targeted, positive press is the goal. Focus on outlets that align with your brand values and reach your target audience. If you’re a local business serving the Buckhead neighborhood, getting featured on a national news site might sound impressive, but a glowing review in a local Atlanta magazine or a popular community blog would likely drive more business. We had a client last year who wasted time chasing coverage from a tech blog that barely resonated with their artisanal soap business. The result? Zero bump in sales. Don’t make the same mistake.
Myth #2: Journalists Are Just Waiting for Your Story
This is a big one. The myth suggests that journalists are sitting around, eagerly anticipating your pitch. The truth? They’re swamped. Overwhelmed. Buried under hundreds of emails a day. Most journalists working for outlets like 11Alive News or Fox 5 Atlanta are juggling multiple deadlines and constantly fighting for attention. Expecting them to drop everything for your pitch, especially if it’s poorly written or irrelevant, is unrealistic.
I once heard a journalist at a conference say that at least 90% of the pitches they receive are completely irrelevant to their beat. Your pitch needs to be newsworthy, timely, and tailored specifically to the journalist and their audience. Do your research. Understand what they cover. Read their previous articles. Show them you’ve put in the effort.
Myth #3: Pitching is a One-Time Thing
Many believe that if a journalist doesn’t respond to your initial pitch, it’s game over. They assume the silence means rejection and move on. However, persistence, when done correctly, can pay off. But there’s a right way and a wrong way to follow up.
Don’t bombard journalists with endless emails. That’s a surefire way to get blocked. Instead, consider a strategic follow-up, perhaps a week or two after your initial pitch, offering additional information or a slightly different angle. Remember, timing is everything. If you pitched a story about summer camps in July, you’re probably out of luck. I’ve seen clients have success by repurposing old pitches with a fresh angle when a related news story breaks. For example, if a new study comes out about the benefits of a particular product, you can reach out to journalists who have covered similar topics in the past and offer your expert opinion.
Myth #4: You Need a PR Agency to Get Media Coverage
This myth perpetuates the idea that only those with deep pockets and established connections can secure media attention. While a good PR agency can certainly be beneficial, it’s not a prerequisite. You can pitch yourself to media outlets effectively, especially if you’re a small business or startup with a compelling story.
The key is to be resourceful, persistent, and willing to put in the work. Develop a media list, craft compelling pitches, and build relationships with journalists. There are plenty of online resources and tools available to help you get started. I’ve seen plenty of individuals and small businesses in the Marietta Square Historic District successfully pitch themselves to local media outlets like the Marietta Daily Journal, simply by offering unique insights and being genuinely helpful. Remember, the media needs content. If you are a credible source, you can be that source. Here’s what nobody tells you: agencies are just people, too. They don’t have magic wands.
Myth #5: It’s All About Who You Know
While having connections certainly helps, it’s not the only factor determining your success. The myth implies that if you don’t have a Rolodex full of journalist contacts, you’re doomed. While networking is valuable, a great story, well-crafted pitch, and a genuine understanding of the media landscape can take you far.
A strong pitch will always trump a weak connection. I’ve seen countless individuals with no prior media experience get featured in major publications simply because they had a compelling story and knew how to pitch it effectively. For example, I worked with a local bakery owner near the intersection of Roswell Road and Abernathy Road who had no industry connections. But she had a fantastic story about overcoming adversity and building a successful business, and she knew how to tell it. We targeted local lifestyle bloggers and food critics, and soon she was featured in several articles, boosting her business significantly. In fact, she saw a 30% increase in foot traffic after one particularly positive review. Focus on crafting a compelling narrative and targeting the right outlets.
How do I find the right journalists to pitch?
Start by identifying the publications and websites that your target audience reads. Then, look for journalists who cover topics related to your industry or area of expertise. Cision and Meltwater are paid tools that can help you find journalist contact information. You can also use social media or Google to find journalists and their contact details.
What should I include in my pitch?
Your pitch should be concise, compelling, and tailored to the journalist and their audience. Start with a strong hook, clearly state your story idea, and explain why it’s newsworthy. Provide relevant background information and offer yourself as a source for further information. Include your contact information and any relevant links.
How long should my pitch be?
Ideally, your pitch should be no more than a few paragraphs. Journalists are busy, so get straight to the point and make it easy for them to understand your story idea.
When is the best time to send a pitch?
Avoid sending pitches on Mondays or Fridays, as these are typically busy days for journalists. Mid-week (Tuesday, Wednesday, or Thursday) is generally the best time to send your pitch. Consider the journalist’s timezone and send your pitch during their working hours.
How do I follow up after sending a pitch?
If you haven’t heard back from the journalist after a week or two, send a brief follow-up email. Reiterate your story idea and offer any additional information that might be helpful. Avoid being pushy or demanding. Remember, journalists are busy, and they may not have time to respond to every pitch.
Don’t fall for the common misconceptions about pitching yourself to media outlets. Focus on building genuine relationships with journalists, crafting compelling stories, and targeting the right publications. The IAB reports that earned media coverage can be up to 5x more effective than paid advertising. It’s time to leverage that power.
Stop focusing on “getting press” and start focusing on being a valuable resource. Offer your expertise, provide insights, and build trust. By shifting your mindset, you’ll not only increase your chances of getting media coverage, but also establish yourself as a credible voice in your industry. So, instead of chasing fleeting mentions, build lasting relationships. That’s how you truly win.
Remember, nail media relations by avoiding spray and pray tactics.
