A well-crafted media pitch can be the difference between getting valuable media coverage and being ignored. Journalists and editors receive hundreds of pitches every day, so it’s essential to stand out with a compelling, relevant, and concise message. Here’s how to create a winning media pitch that grabs attention, tells a great story, and improves your chances of coverage.
1. Know Your Target Audience
Before you begin writing your pitch, it’s crucial to understand who you’re reaching out to. Research the journalist, their beat (the specific topics they cover), and the type of stories they usually write. Personalize your pitch to fit their interests, and show that you’re familiar with their work. For example, if a journalist covers small business success stories, don’t pitch them on broad industry trends. Tailoring your pitch to the journalist’s specific focus shows respect for their work and increases your chances of being noticed.
2. Start with a Compelling Subject Line
Your subject line is the first thing a journalist will see, so it needs to grab their attention. Make it clear, direct, and specific. Avoid vague language and try to give them an idea of what the pitch is about without being overly promotional. For example, instead of writing “Exciting New Product Launch,” try something like “How [Your Company’s Product] is Solving [Specific Problem] for [Target Audience].” Keep it brief but intriguing enough to encourage them to open the email.
3. Get to the Point Quickly
Journalists don’t have time to read long, rambling emails, so get to the main point of your pitch within the first few sentences. Introduce who you are, what your story is about, and why it’s relevant to the journalist’s audience. Think of this as your “elevator pitch”—keep it short, clear, and focused. If they have to dig through paragraphs of background information to understand your pitch, they’ll likely move on.
4. Focus on the Newsworthy Angle
A successful pitch centers around a newsworthy angle. Ask yourself, “Why should this story matter to the journalist’s audience?” Newsworthy elements include timeliness, relevance, human interest, conflict, impact, or something unique and unusual. For example, a story about a tech startup might focus on how their innovative approach is disrupting a traditional industry. If you can frame your pitch around a timely trend or current event, it’ll be more appealing to the journalist.
5. Provide Supporting Facts and Data
Journalists love facts, data, and evidence to back up a story. Include a few key statistics, research findings, or case studies that support your pitch. For example, if you’re pitching a story about a new product, share data about how it’s impacting customers or solving a specific problem. Make sure the information is relevant, accurate, and up-to-date. Providing credible data shows that you’ve done your homework and adds weight to your pitch.
This post was written by a professional at Otter Public Relations. Otter Public Relations is the fastest-growing public relations company and its growing team of 35+ publicists and media partners focus on getting your story told in the local and national media. Planning to hire a publicist for your company? Book a strategy call now!
