Best Practices When Pitching Media

Getting the correct information out is our job. In order to do this you need to know how to pitch ideas and stories to writers, editors or whoever else can get your story distributed through media channels. As with anything there are methods of doing this that are better than others. You cannot simply call or email a journalist without careful research, planning, and yes some basic professional principles. Here are some practices that will help ensure that you get the attention of the media and convey a message that they can help you promote.

1) Remember journalists are people AND professionals.

Journalists have a job to do just like everyone else. They dislike being interrupted at work at an inappropriate time by a disorganized person. Have a plan for the message you want to convey. Know what you are going to communicate before you communicate it. Also, find out when and how the individual journalist likes to be contacted. If they check email while working in the office in the morning before heading into the field, leaving repeated voicemails in the afternoon will likely get you ignored. Be aware that they have deadlines and it is your job to work around them if you want to be heard. Being prepared and respecting the preferences of the individual will allow your message to be received in a positive light.

2) Present your story so it is news, not blatant advertising.

Journalists report news; they are not advertisers. Think of angles for your pitch that can add a human element to your message. It is your job to know what is considered newsworthy. It’s always smart to take some time to monitor the news being written by those reporters you want to approach so that you can find ways to make your story relevant to them at a certain point and time. Can you think of a way that your story can tie into something that the publication is currently reporting on? If so you are more likely to get the attention of the reporter and that they will pass your story on to their audience. Include necessary details with facts to back them up, but avoid the mundane. Reporters have heard the same detail-oriented pitch before so make yours something that they will want to work with.

3) Establish relationships with your contacts and know what they do.

Know who the journalists are, what publications they work for (keep in mind some freelance outside of their regular jobs) and what topics they report on. Not knowing these things will show a lack of initiative on your part. Journalists often cover specific beats. Don’t waste a reporter’s time by pitching them a business story when they write about entertainment. Establishing relationships with reporters well before you need their assistance makes your approach a mutually beneficial one. If you have a source for a story they are working on perhaps you can connect them. Though nothing is in it for you your willingness to help, making their job easier in the long run, will make them remember you. It will be easier to get future articles written and far more likely that your material will be presented in the light you want it to be. It’s always easier to call a friend than to pitch to a stranger.

4) Remember there is a fine line between assertive and pushy.

You are going to have to make efforts to contact members of the media. Whether you have established a relationship with them or it is your first time reaching out always use tact. Introduce yourself and immediately ask them if they are on deadline. If not, and they have the time then you can introduce your client is and your story idea. Do not however, repeatedly call, email or otherwise try to contact them. If you reach them by phone and they say they are busy at the moment, politely schedule time to discuss your ideas with them at their convenience. Bottom line, be a professional, not a pest.

Could you include something here about the importance of reaching out to thank them after the story runs and how important it is to keep the conversation going? That would be another tip.

Working with media professionals requires a special touch. Mastering the technique pays off in terms of valuable relationships and positive media coverage for you and your business.