Figuring out what the media wants in a story pitch can be a mystery, especially if you are a newbie to getting media exposure. Here are three tips to follow to get you pitching better today. Read on or WATCH video below!
1. Tell a story
Don’t sell yourself short if you are a startup or if you are a small local business. It is still possible to get media attention if you pitch a story that with a human interest element.
A lot of businesses make the mistake of sending a pitch to the media that is all about them - what they do, their accomplishment, their client base et cetera. This information is not interesting or unique.
Think more about why the media's audience would care about your business, than selling your product or service. Perhaps you have created a unique partnership that is benefiting others, or maybe you can speak to a trend in popular culture.
Whatever it is, remember this is not the shopping channel. Your pitch is not about selling your product or service.
2. Connect with the right reporter, producer and media outlet
Pitching to the media takes strategy. It’s not enough to cast a wide net and hope that you get a bite. Do your homework and research the media outlet you are pitching to. Who is their audience. Is it the same as your target demographic?
If you don’t watch, listen or read the media you are pitching to, you are setting yourself up for failure and frankly wasting their time and yours. Nothing gets a pitch deleted faster than sending it to the wrong reporter.
Researching the right outlet is just a matter of doing some searches on twitter, google and the website of the media outlet you are sending your pitch to. The information is all out there, you just need to take the time to look.
3. Include a well-designed media kit with your pitch
A lot of businesses make the mistake of filling their pitches with info about their organizations, instead put all that interesting content into a media kit.
The media will skim your kit, so it’s crucial to only include essential information and make it brief.
Include beautiful images, a bio, speaking topics and other media appearances to sell your expertise. Don’t forget to direct the media to your social channels, your website and relevant blog posts.
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PR Strategy + Media Training for Small Business
I help small business owners, entrepreneurs and savvy professionals develop media skills so they can build their brand, attract new clients and increase media attention.