Foundational Elements of a Successful Media Pitch
Every success begins with a goal. The goal is usually followed up with a plan or a strategy. The strategy, if it embraces best practices, research, and knowledge, has a much greater chance of being successful. However, it’s not always easy to know what the best practices are or how to use them.
When it comes to successful media pitches, that is certainly the case. It seems that few possess the knowledge, or the experience, to pitch successfully. It often becomes a process of trial and error, and many mistakes are made along the way. These mistakes, while potentially valuable in the learning process, take time.
They can also cost business owners and marketers valuable relationships with the media. Knowing and understanding the foundational elements of a successful media pitch helps ensure you skip costly mistakes – and a lengthy learning curve – and get right to achieving your media goals.
Plan Your Pitch
Planning your pitch means not only preparing what to say and how to say it but also anticipating potential questions, objections, and concerns. Know the value of your pitch and the story that you’re offering. Understand what the reporter wants from you and be able to answer the question, “What’s in it for me?” Keep in mind that most journalists and reporters are looking to their audience. What information or story can you provide that will benefit their audience? Whether you’re pitching in an email or in person, it helps to answer this question right up front and to address potential objections in your pitch. Planning your pitch in advance helps you put together a concise and compelling message. Oh, and make sure you get to the point quickly in your pitch.
Personalize It
Do not send a cut-and-paste pitch to every journalist and media rep on your list. Personalize it. Be aware of recent content or articles they’ve written and discuss them in your pitch. Understand their audience and acknowledge them in your pitch.
Be Professional
Being professional means exactly that. Treat this media representative the way that you expect to be treated by other professionals. If they have feedback, listen to it. Be prompt and courteous with your interactions and be ready with any supportive materials they may ask for. And if they say no, then thank them for their time, ask for feedback, and follow-through.
Be Persistent
Finally, in the world of media connections, outreach, and press and public relations it’s about the long game. Just as in sales, expect to receive an abundance of “no’s” before a reporter says “yes”. Keep pitching your ideas to the journalists on your list. The timing and your story idea will align with a journalist and then it’ll all pay off.
Call us today to speak to one of our PR specialists: 1-800-713-7278
