The Art of the Pitch

By Corree Johnson, Director of External Affairs

Media relations is a crucial part of any public relations strategy. To get your brand or message in front of the right people, you need to craft a compelling pitch that resonates with journalists and editors. Here are my top five tips for effective media relations pitches that will help you increase your chances of securing media coverage.

1. Know Your Audience
Before you start crafting your pitch email, it’s essential to research your target media outlets. Look into the types of stories they typically cover, their audience demographics, and their editorial guidelines. This will help you tailor your pitch to their interests and increase the chances of your pitch being accepted.

2. Keep It Concise
Journalists and editors receive hundreds of emails daily, so it’s important to keep your pitch short and sweet. Get straight to the heart of the matter, and explain why your story or message is relevant to their audience.

Start with a brief introduction that grabs their attention, then explain your story or message in a clear and concise manner. Avoid jargon or overly technical language, and make sure your pitch is easy to understand.

3. Make It Personal
Personalizing your pitch can make a big difference in whether or not it gets noticed. Address the recipient by name (with correct spelling) and explain why your pitch would be relevant to their audience. You can reference a recent article they wrote or explain how your pitch fits into their editorial calendar. This shows that you’ve done your research and increases the chances of your pitch being considered.

4. Make It Relevant
Journalists and editors are always on the lookout for newsworthy stories. When crafting your pitch, explain why your story is timely and relevant. If you can tie it to a current event or trend, even better. Highlighting the newsworthiness of your pitch can help you stand out from other emails in their inbox.

5. Go the Extra Mile
Including supporting materials such as images, videos, or infographics can help illustrate your message and make your pitch more compelling. Just make sure that any materials you provide are relevant and high quality. If you’re pitching a product or service, consider offering a sample or demo to help the journalist or editor better understand what you’re offering.

After sending your pitch email, it’s important to follow up appropriately. Give the recipient a few days to respond, then send a polite follow-up email. If you are still waiting to receive a response after a week or two, it’s generally okay to follow up one more time. Just be mindful to avoid coming across as aggressive, and remember — Sometimes, no response is a response.

Crafting effective media relations pitch emails requires research, personalization, relevance, and concise language. By following these tips, you can create pitches that stand out from the rest and increase your chances of securing media coverage.