pr 101

3 Mistakes People Make When Media Pitching

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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.


6 Steps To Garnering Press With A New Media Contact

I’ll never forget the moment when I got an email from an editor at Vibe Magazine telling me that I landed my client an interview!

I was sooo excited! I couldn’t believe it! I had just opened my firm a few weeks before and was nervous about pitching this client , (who I considered to be MAJOR at the time), because I didn’t have any media connections on the top tier national level.

And what’s a publicists with no media connections? Not a publicist at all, right?

The bottom line is this: We all have to start from somewhere! Don’t allow yourself to get discouraged because you don’t have established relationships with the media, YET!

Here are 6 Steps To Garnering Press With A New Media Contact

  1. Be Intentional-Research their most recent articles. Is what you want to pitch a fit? Does it seem like something they would be interested in covering? Follow them on social media. Make sure you know the publication that they currently write for and the beat that they are covering (If you don’t know what a beat is, I suggest you Google it, ASAP!).

  2. Check With Your PR Bestie- Before hitting send on that initial email/pitch, check with your PR bestie. Perhaps they already have a contact for that editor or outlet  and can send an introduction on your behalf. This is why collaborations and connecting with other publicists are key. You never know how you can help each other

  3. Introduce Yourself Via Email- If your bestie doesn’t know the contact personally, be the amazingly proactive publicist that you are and reach out directly via email. Let them know who you are, what you do and the clients you represent that you feel would be a fit for upcoming stories, etc. Ask them what they are currently working on, compliment them on the latest article.

  4. Send A Soft Pitch- Don’t bombard them with media kits, press releases, etc. Send a short and sweet email, no more than 5 sentences about your client and ask if they would like to receive more information.

  5. Follow Up- When pitching to the media, following up is key, especially when you are trying to build a relationship with a new contact. They may not respond the first time because they don’t recognize the email addy, are on deadline or uninterested in covering at the moment.

  6. Show Up And Show Out- When you finally get that email stating that they want to cover/set up an interview, be sure to thank them for their time, send over all materials, talking points, etc. Once the interview takes place, make sure you and your client are on time, polite and have a great energy. After sending everything over, thank them again and follow up for the press clipping/link