Thanks to the nonstop flow of information, grabbing the attention of journalists and editors is trickier than ever. Gaining their interest requires a carefully crafted message known as a media pitch. A media pitch is a concise, compelling proposal designed to spark interest in your story, product, or event and entice the media to cover it.
What Journalists Want in a Media Pitch
Understanding what journalists want in a media pitch is key to getting your story noticed. With the sheer volume of pitches journalists receive daily, standing out requires more than just a great story; it requires precision, relevance and impeccable execution.
Timeliness
Journalists are always looking for current and timely stories. Your pitch should highlight why your story is relevant now. Whether it’s tied to a recent event, an upcoming trend, or a seasonal topic, demonstrating the immediate relevance of your story can capture a journalist’s attention.
Relevance
Understand the type of stories your targeted journalists typically cover and align your pitch accordingly. A well-researched pitch that shows you understand their audience and interests will go a long way in making your proposal stand out.
Significance
Ask yourself why your story matters. Journalists want pitches that convey the significance of the story. Your pitch should communicate its importance and potential interest.
Clarity
Busy journalists appreciate pitches that are clear and to the point. Avoid jargon and fluff, and ensure your main message is easily understood. A succinct, well-organized pitch is more likely to be read and considered.
Professionalism
While it seems obvious, presenting a pitch free of typos and grammatical errors is essential. This shows professionalism and attention to detail. A polished pitch reflects positively on you and your story, making it more likely that a journalist will take you seriously.
Impact
Journalists are drawn to stories that have a significant impact, either on a broad audience or within a specific community. When crafting your pitch, emphasize the wider implications of your story. Explain how it affects people’s lives, influences trends, or contributes to ongoing social discussions. Highlight any data, expert opinions, or real-life examples that underscore its importance.
Media Pitch Examples
Launching an App-less Phone
Summary: This pitch highlighted our client, Brain.ai’s, collaboration with Deutsche Telekom to introduce an app-less phone at Mobile World Congress 2024, featuring Brain.ai’s innovative Natural AI interface.
Outcome: The pitch resulted in an impressive 149 media placements, garnering coverage in industry publications like The Verge, TechSpot, TechRadar, Mobile World Live, TalkAndroid, TechCrunch, and WIRED.
Navigating Holiday Marketing Challenges
Summary: This pitch leveraged our client’s holiday marketing guide, which provided expert insights and actionable strategies for optimizing holiday campaigns. We transformed this content into a bylined article authored by the company’s President, extending its reach and impact.
Outcome: The pitch led to the publication of a contributed article in Performance Marketing World, a prominent marketing industry publication. This achievement positioned our client as a recognized thought leader in digital advertising.
Highlighting Inflation Insights
Summary: This pitch explored the shifting dynamics brought about by inflation, highlighting trends discovered by our client, Circana, such as the DIY movement, changes in consumer preferences across retail channels, the rise of private label brands, and strategies for navigating inflationary pressures effectively.
Outcome: The pitch resulted in extensive coverage across various media outlets, including CNN, Bloomberg, Media Post, Food Dive, Progressive Grocer, Food Logistics, Frozen & Refrigerated Buyer, CSP Magazine, and the Food for Thought Podcast.
Connecting About Conferences
Summary: We pitched CECOCECO’s upcoming showcases at InfoComm and NeoCon 2024, highlighting their innovative surface technologies. The goal was to capture journalists’ attention by emphasizing the uniqueness and forward-thinking nature of CECOCECO’s designs, offering them an exclusive look at what’s next in the industry.
Outcome: The pitch resulted in coverage across multiple media outlets, including Woodworking Network, Sixteen:Nine, McMorrow Reports, and Yanko Design. This widespread coverage helped generate buzz and interest in CECOCECO’s innovative products and their presence at the InfoComm and NeoCon conferences.
Promoting Reports
Summary: The pitch for BDSA announced the release of its updated five-year global legal cannabis market forecast, highlighting anticipated growth driven by U.S. markets and the adult-use sector.
Outcome: The pitch resulted in coverage across several prominent publications, including Benzinga, The Fly, The Wall Street Journal, and Cannabis Business Times. This widespread coverage helped disseminate BDSA’s market insights and forecast updates to a broader audience, creating awareness within the cannabis industry.
Know Your Journalists and Media Outlets
Knowing your journalists and media outlets is one of the most critical steps in crafting a compelling media pitch. It’s not enough to send out a generic pitch to a long list of contacts; successful pitches are catered to specific individuals and publications, so do your homework to understand the nuances of their work, values, and audience.
Start by reading past articles and content from the journalists you are targeting. This helps you grasp their writing style, preferred topics, and areas of interest. A journalist who sees you’ve taken the time to understand their work is more likely to take your pitch seriously.
In addition to individual journalists, it’s equally important to understand the media outlets they represent. Each publication has its own set of values, tone, and editorial guidelines. Some may lean toward in-depth investigative pieces, while others prefer lighter, human-interest stories.
Consider the political and cultural stance of both the journalist and the publication, especially during election years. This can play a significant role in determining whether your story is a good fit. Ensuring alignment in values and interests increases the likelihood of your pitch being accepted and published.
Personalize Your Media Pitch
In an era where AI and automation have made mass communication effortless, a personalized media pitch can make all the difference in standing out. Journalists can easily spot a generic mass email. They will often disregard generic pitches, considering around 46% of journalists receive up to six email pitches a day, according to Muck Rack’s State of Journalism 2024. Personalizing your pitch begins with addressing the journalist by name and referencing their previous work. Mention a recent article they’ve written that you found insightful or relevant to your pitch.
In addition to personalizing the message for the journalist, it’s also important to share a bit about yourself and why you’re reaching out. Briefly introduce yourself and explain why you believe your story is a perfect fit for their audience. Highlight any unique aspects of your story that align with the journalist’s interests or the publication’s focus. This helps establish you as an actual human, creating a more genuine connection and providing context for why your pitch is relevant to them.
Tailor to the Medium
Crafting a successful media pitch isn’t just about the message; it’s also about matching that message to the right medium. Different media formats have distinct characteristics and requirements, so tailoring your pitch to fit each medium can significantly enhance the likelihood of your story getting picked up.
Contributed Content
When pitching for contributed content, such as guest articles or op-eds, demonstrate your author’s expertise and provide unique insights. Editors look for well-researched, original content that offers value to their readers. Start by proposing a compelling headline and a summary of your article, highlighting the main points and their relevance to the publication’s audience. Include credentials and previous work showcasing your author’s ability to write authoritative, engaging pieces.
Podcasts
Podcasts are all about storytelling and conversation, so your pitch should reflect this dynamic format. When contacting podcast hosts, emphasize your guest’s ability to provide engaging and insightful discussions. Share potential topics or story angles that would make for an intriguing episode and highlight any previous podcast appearances or speaking experiences. Personal anecdotes, expertise in a niche area, or a unique perspective can make a compelling guest. It helps to listen to a few episodes beforehand to ensure your pitch aligns with the podcast’s style and audience.
Radio
Radio interviews require a knack for concise, impactful communication. Producers and hosts seek guests who can deliver clear, engaging sound bites. When pitching to radio shows, highlight your guest’s ability to speak clearly and energetically, and include a short audio clip of a previous interview. Remember to tailor your pitch to the show’s format, whether it’s a news program, talk show, or a specialty segment.
TV
Television requires visually engaging pitches that are easily adaptable to a broadcast format. When pitching to TV producers, emphasize the visual elements and potential for compelling footage. Highlight any strong visuals, action sequences, or on-site opportunities that would make for captivating TV content. Mention any potential interviewees who are articulate and camera-ready and any relevant props, locations, or demonstrations that could enhance the visual appeal.
Webinars and Live Streams
Webinars and live streams are interactive and engaging ways to share information. When pitching for these formats, focus on your guest’s ability to provide valuable insights and engage with the audience in real time. Suggest topics that would be relevant and interesting for the audience, and emphasize how you can contribute to an interactive and dynamic session.
How to Write a Media Pitch
Sections to Include in Your Pitch
A well-structured media pitch should start with a concise and personalized greeting, addressing the journalist by name. Follow this with an engaging introduction that hooks the reader and briefly explains the purpose of your pitch. Then, provide the main body where you detail your story, product, or event, highlighting its relevance and significance. Conclude with a clear call to action, such as a request for an interview or a meeting, and provide your contact information for easy follow-up. Don’t forget to include any relevant links or attachments that support your pitch.
Formatting a Media Pitch
Proper formatting ensures your pitch is easy to read and professional. Use short paragraphs and bullet points to break up the text, making it more digestible. A clean, uncluttered layout with plenty of white space helps maintain the reader’s attention. Use a readable font size and style, and ensure your pitch is free of typos and grammatical errors. Including bold or italicized text to emphasize key points can make your pitch more visually appealing.
How Long Should a Media Pitch Be?
A media pitch should be concise and to the point. Again, journalists receive countless pitches daily, so brevity is crucial. Aim to convey your main message within the first few sentences, and use the rest of the pitch to provide supporting details.
Writing a Pitch Subject Line
The subject line is arguably the most important part of your media pitch since it determines whether the journalist opens your email. Keep it clear, compelling, and relevant. Avoid generic phrases and instead use specific, attention-grabbing language that hints at the value of your story. A good subject line might highlight a unique angle, a timely hook, or an intriguing question.
Where to Send Your Media Pitch
Choosing the correct recipients for your media pitch is as essential as crafting it. Start by identifying journalists, editors, and influencers who cover topics related to your story. Use databases, social media, and even publication websites to find contact information.
Consider the type of media outlet that best suits your story. National newspapers and magazines can offer broad exposure, but local publications may be more receptive to stories with regional relevance. Trade publications, industry blogs, and niche websites are excellent for specialized topics. Additionally, look into digital platforms such as podcasts, YouTube channels, and social media influencers, as they can provide a different variety of engaged audiences.
How to Follow Up on Your Media Pitch
Following up on your media pitch can ensure it receives the attention it deserves. Start by tracking key metrics such as open rate, click-through rate, and follow-through rate. These indicators can provide insights into how your pitch is being received. An open rate shows how many recipients have opened your email, while the click-through rate indicates how many have engaged with any links you included. The follow-through rate, or the number of responses and subsequent actions taken, is perhaps the most telling metric of your pitch’s effectiveness.
After sending your initial pitch, give it a few days before following up. When reaching out again, keep your follow-up message polite and concise. Reference your original pitch and gently remind the recipient of its relevance and importance. If possible, include any new developments or additional information that might make your story more compelling.
If you still haven’t received a response after a couple of follow-ups, it may be time to reassess your approach. Consider whether the journalist or outlet is the right fit for your story or if your pitch needs further refinement. Persisting respectfully and thoughtfully shows professionalism and determination, which can leave a positive impression even if your story isn’t picked up immediately. Remember, building relationships with journalists is a long-term strategy, and each interaction is an opportunity to improve and learn.
Crafting a compelling media pitch is undeniably one of the most important processes in the PR game. It’s the gateway to capturing the attention of journalists and, ultimately, your target audience. For those looking to ace their pitching game, why not leave it to the seasoned pros? At UPRAISE, we’re masters at crafting pitches that strike a chord and resonate with journalists and readers alike. Connect with us today to turn your PR efforts into grand slam successes!
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