Though I’ve been out of the day-to-day journalism grind for years now, I still get emailed pitches for stories. And many are not bad. I particularly enjoy the pitches about business leaders increasingly taking magic mushrooms and LSD for “mindset coaching.”
I pitched news stories to my editors for 20 years as a reporter. Then, I pitched stories to reporters for six years as a PR guy. Didn't take any shrooms. Now I help people pitch better to content creators, and to not annoy what few news producers remain in the ever-shrinking media landscape.
A key element of media relations is keeping the needs of the reporter/producer first, whether you're writing a press release, aiding them in content creation, or even editing content for their use.
So, here are seven keys to more effective pitches to reporters and producers.
1) When Pitching to the Media, Say Something Exclusive
Your subject matter expert(s) might have incredible insights into why something is happening or the way it’s happening. A content creator might be able to fashion an entire article, broadcast, a podcast, or a post about it. You might be able to crunch data that others aren’t using, to make your subject matter experts extra smart. I once downloaded a statewide traffic accident database to identify a sports district in the Dallas area as one of the state’s biggest DUI hot spots. At the time, I was working for a DUI plaintiff lawyer who was looking for ways to raise his profile.
So, we did the thing: found the news outlet (a local NBC affiliate), the reporter (who knows how to crunch data and win awards), and contacted him with a short pitch. After he was able to replicate my findings (whew), he produced a story that led the evening news broadcast. Our lawyer was prominently featured. It was a lot of work. And a big win. And I’m still bragging about it (see video below).
When pitching a story to the media, ask yourself: Would you honestly want to hear that story? If the answer is "no," tell your client their story isn't ready for prime time.
The lure of an exclusive angle is strong for reporters – go ahead and use it if you’ve got it. But you’ve got to realize what you’ve got, first.
2) Match Your Media Pitch to the Best Outlet and Reporter/Producer/Editor
Sure, there are services – such as Cision or Meltwater – that provide databases that allow you to identify reporters and members of the media by beat, interest, or subject-matter expertise. I’ve used them. The problem is, so do hundreds of other people.
To kick your game up a notch, consider exactly which platform you want your content to appear on. This might sound pie-in-the-sky, but if there’s a platform and a specific writer/editor/content producer that would be the perfect fit for your pitch, you might be tossing a homerun. Along the same lines, if your subject matter expert considers a content producer to be highly respected in that area, and their audience is your target audience, WHY NOT pitch a story to them? If it doesn’t work, you can always go with Plan B.
If you’re really determined to execute a great pitch, you might have a portfolio of your preferred journalists/news outlets. What goes into a portfolio like that? Google search media coverage and you’ll probably see reporters who tend to cover subjects repeatedly. Determine if they’re breaking news reporters, beat reporters or investigative reporters (here’s how). You’ll see how they post their content online, the platforms they use, etc. Try to discern what time of day their deadline is (and don’t contact them then). These observations should all be in that reporter’s portfolio/file.
4) Apply a Minimalist Approach to Your Media Pitch
In the best of all possible worlds, you’ve got the phone numbers of a few trusted, friendly reporters/producers already in your phone. If that were the case, you probably wouldn’t be reading this far.
So, now you’re confronted with what might be an impossible task: piercing the veil that separates content producers from story pitchers. That wall/veil exists for good reason. If not for that wall/veil, time-starved content producers would never be able to produce content. They would be (and sometimes are) constantly harangued by the sweaty horde of public relations/marketing people.
Less is more in this situation. Just a few DMs on Twitter/X/Threads to the content creator alluding to a jaw-dropping (or a good-enough) story might entice them to pursue your story.
In any case, it’s important to keep your message brief. Maybe 100 words AT MOST. Include a link if they want to read the release, and a phone number.
5) Provide Strong Visuals for Your Media Pitch
This detail trips up many PR types. Almost all media outlets use visual elements – video or still pictures – to engage readers. This can be a challenge. It might have to be your subject matter expert typing on a computer (hopefully not). But be ready with an answer when you’re asked what you’ve got in the visuals department.
6) When You Succeed in Pitching a Story to the Media, Be Ready
Whenever you share your story with a reporter/content producer – who LOVES to sniff out corruption, graft and dastardly doings – be sure you’ve got nothing that generates a follow-up story about whatever figurative Killer Klown is hiding under your organization’s bed. And when you land that media hit? Build your content around that. Spike that football with a YouTube post, blog content, newsletter content, etc.
7) Remember These 4 Things NOT to Do With Your Media Pitch
Don't:
Send large files, such as photos, spreadsheets, graphics.
Repeatedly call or message a content producer to "confirm" they received your pitch.
Send swag such as shoes, blankets, Snuggies, etc., to curry favor. If you do, you're putting the content producer in the ethical bind of producing stories with people who gave them gifts.
Get mad if a content producer doesn't take your pitch; they might be working on the story of a lifetime. Sometimes, editors overrule reporters. News judgment is subjective. It's not personal.
So, there you have it. You might have some tips of your own. Let me know your thoughts in the comments below.
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