Blog

By: Audrey Neumann

Journalists receive hundreds of pitches every day and, as a PR professional, a key part of the job is to tell your brand story. Here are five tips to help craft a media pitch, so your brand stands out:

1. Know Your Audience: Feel like your pitch is getting lost in the abyss? Take time to research the media you are targeting and tailor your pitch to their unique coverage area. Reading their previous articles and acknowledging their recent work shows that you’ve done your homework. Also consider what media outlet is best suited to tell your brand’s story; this may be a national publication, a regional business journal or trade magazine.

2. Craft a Concise and Catchy Subject Line: Most media won’t even read beyond this, so it’s important your subject line sets the tone for the rest of the pitch. Use strong, descriptive language – and keep it short, between 7-9 words – to make a good first impression.

3. Get to the Point: If you’re lucky enough for the journalist to read past the subject line, then don’t lose their attention by making your point right away – clearly communicate what makes your story newsworthy from the start. The journalist should know why their readers would be interested and why your story is relevant in the first few sentences of your pitch.

4. Provide Stats: It’s important to provide supporting details to back up your pitch. Include facts or quotes that strengthen the story’s credibility.

5. Follow up: After sending your pitch, allow some time – at least a few days – before following up respectfully and appropriately. Personalize your follow up message by referencing your initial pitch, new information or any subsequent work by the journalist. And while most media don’t work in the newsroom anymore, don’t be afraid to try calling!

Media pitching is an essential skill that requires research, creativity and ongoing practice but by following these tips, you can increase the chances of capturing journalists’ attention and promoting your brand’s story among key audiences.

Still not sure where to start? Contact our team to learn how we can help with your media relations needs.