As we’ve stated before, media pitching is both an art and a science. It’s about being positioned at the right place and the right time for maximum exposure for your brand, (or your client’s brand). Whether you are a newbie publicist or trying to DIY, there are a few things you must know when it comes to media pitching.
1. Pitching to the WRONG Editor- Public relations and securing placement is all about being strategic. Different editors, writers, reporter, etc cover different beats. Some focus on business/corportations, some focus on entrepreneurship/lifestyle brands. Prior to outreach, you must determine the category/beat that your brand is a fit for. Keep in mind your story angle to help you figure out which editor/writer would be best to reach out. If you are still unsure, send them a quick note asking them if they would be interested in covering your story. More than likely, they will introduce you to the appropriate contact.
2. Your Subject Line is TOO BORING- In order to capture the media’s attention, you must have an attention grabbing subject line! It has to excite the editor enough to make them want to open your email. For instance, if you are pitching a hair extension company, think about what makes the company different from their competition. If they have a special gala for Breast Cancer every year, your subject line may be: How This Beauty Brand Is Making A Difference For Women Battling Breast Cancer. It gives them an idea of what the story is about and intrigues them to learn more.
3. You don’t FOLLOW UP ENOUGH- In pitching the media, just like all things business wise, the key is in the follow up. As a rule of thumb, follow up with editors three times max. So you may pitch them on January 1st for an upcoming Valentine’s Day story; if you don’t get a response, follow up on the January 15th and again on the 20th. Each time you follow up, give the editors NEW INFORMATION. Ask them if they are interested in doing a review or product feature. Be sure to research the current stories they have written about. That way, you can tie in your product/service and they know you are familiar with their work.
The next time you activate a PR campaign, keep these tips in mind for media outreach.