The news media is literally inundated with pitches for media coverage every day. Unfortunately a very large percentage, some say as high as ninety (90) percent are useless form letters and from people who have done absolutely no research about the media where they have sent their pitch. Media pitches that are done with a lack of media-savvy are real irritants and can really greatly diminish your chances of getting the media attention you want. However, there are proven professional ways to improve your chances with the media by being strategic in your pitches to the media.
So what are the strategic actions you can take to improve your “pitches” to the media? The PR Doctor offers the following prescription for a healthy and strong pitch to the media.
Strategic Action #1: Always use an attention getting headline in the subject line of emails whenever you send your pitch electronically.
Strategic Action #2: Always personalize your pitch. This can include how long you have been reading or listening to the media source you are pitching. You have an opportunity to show that you are familiar with the person and their work. However, never gush on and on or be phony about this.
Strategic Action #3: Always tailor and customize your pitch to a specific individual. Never start of with an impersonal Dear Sir or Dear Madam.
Strategic Action #4: Always determine the outcome you want from your pitch before you make your pitch and then make a specific ask for what you want.
Strategic Action #5: Always include the “what’s in it for me” (WIIFM) factor. You need to identify that you have something no one else has or some other reason why you want to share something with him or her that will be of value to them.
Strategic Action #6: Always keep it simple, short and sweet (KISSS). Remember the media get so many pitches each day. The media only have so much time to review them, so respect the value of their time and give them a strong concise effective pitch.
Strategic Action #7: Never send attachments electronically unless you are asked to do so or have received permission to send them. Attachments sent without prior authorization or permission most likely will end up in the media spam filter where they stay until emptied – and that could mean no one ever reads them.
Strategic Action #8: Never be a pest or a media stalker. Again, please remember that the media get so many pitches each day that they have limited time to get through all of them. If they have not responded to your pitch they are probably too busy, have not had time to review it, filed it for future reference, or they are simply not interested. This does not mean you should not do ONE follow-up contact, but remember to keep it to ONE.
Strategic Action #9: Do your homework and research the media you will be pitching so you have an understanding of the media coverage area, the types of stories and events they are most interested in covering, the editors, the reporters, and other characteristics of that particular media.
Strategic Action #10: Use your pitches to develop a rapport and a relationship over time with your media sources so they will get to know you better and so you can build up a trusting relationship with them. This will pay dividends because after you have earned their trust, your access to them and the attention they give you will be enhanced.
The PR Doctor recommends that you commit to follow this prescription so you can gain much more positive results from your pitches to the media.
The PR Doctor’s Prescription of Strategic Actions For A Healthy and Strong Pitch To The Media - To learn more about this author, visit Glenn Ebersole's Website.
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