Pitching to the Media? 10 Things to Consider Sending With Your Press Release
When pitching to the media, it is tempting to just send them a press release which is the same as the one you will be using more widely, such as through a press releases distribution service. However, this would be a big mistake and lead to lost opportunities.
1-The personal touch
When pitching, you should not adopt a scattershot approach, but rather, personalize every pitch with the journalist’s name.
2-Show you are in the know
Show you have a good understanding of your niche and the “big players” in it by mentioning certain articles the journalist has written recently.
3-Your credentials
When mentioning their past work, link your information to it. For example, give them the additional information you think they might have missed, which would be perfect for a follow-up piece. Or, give them a different perspective, or something newer and more newsworthy.
4-A genuine news piece
Make sure your press releases really is news, and newsworthy, something that they will be eager to pass along to their readers. If the clock isn’t ticking, so to speak, there won’t be any urgency in picking up your information.
5-Send the right item when they need it
Busy journalists have tight deadlines. Try to find out what their publishing schedule is and pitch to them on a day when they are not so busy, but still under pressure to get the next story done. Tuesdays through Thursdays are generally good days to try.
6-Send the right item at the right time
A Christmas gift-giving guide from your jewelry store is a great idea, but not in March. Magazines do have longer lead times than newspapers, so you might send it in June or July, but for a newspaper journalist or top blogger, sometime in the fall would be a better choice.
7-Extend an invitation
If you want media coverage of a live event you are planning, pitch it at least a couple of weeks ahead to try to get people to attend. Invite the journalist to attend as well, asking them to RSVP. Issue a press release again closer to the event, and report back on what happened during the event once it has taken place.
8-Include a headline that grabs attention
Journalists are busy people, so you have milliseconds to grab their attention. You will never get past the pitching process to a media pickup unless you have a headline that intrigues, shows it is their area of expertise and seems timely and relatively urgent.
8-Include supporting images
Seeing is believing, so if you are launching a new product or want to show it in action, photos are very impactful.
9-Add video
Think infomercial. Give them a link to a video you have uploaded to YouTube or Vimeo that shows your product in action. You might also include a video of you speaking about the important topic you are trying to pitch, so they can see that you really know what you are talking about.
10-Include a sample of a physical product, if possible
This can really capture their attention and may get you coverage, and the chance to build a lasting relationship.
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