5.3 Media pitching and story placement

Media pitching is a crucial skill for PR professionals. It involves crafting compelling stories and presenting them to journalists to secure coverage. Effective pitching requires understanding media outlets, tailoring messages, and building relationships with journalists.

Successful pitches combine newsworthy angles, tailored content, and concise messaging. PR pros must research outlets, craft attention-grabbing subject lines, and provide supporting materials. Timing, follow-up, and measuring success are key to maximizing the impact of media pitching efforts.

Goals of media pitching

• Secure earned media coverage to increase brand visibility and credibility
• Generate awareness and interest in a product, service, event, or initiative
• Position the organization or spokesperson as a thought leader in the industry

Elements of a media pitch

Newsworthy angle

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• Identify a timely, relevant, and interesting aspect of the story that aligns with current events or trends (product launch, industry report, expert commentary)
• Highlight the unique value proposition or differentiating factor that sets the story apart from competitors
• Demonstrate the impact or significance of the story on the target audience or society at large

Tailored to outlet

• Research the media outlet's target audience, editorial focus, and preferred story formats
• Customize the pitch to align with the outlet's style, tone, and content themes
• Reference previous coverage or articles to show familiarity with the outlet's work

Concise & compelling

• Distill the key points of the story into a brief, engaging summary that captures attention
• Use active voice, strong verbs, and clear language to convey the essence of the story
• Avoid jargon, hyperbole, or overly promotional language that may turn off journalists

Call-to-action

• Clearly state the desired outcome or next step for the journalist (interview request, additional information, event invitation)
• Provide contact information and availability for follow-up questions or requests
• Offer exclusive access, visuals, or supporting materials to incentivize coverage

Researching media outlets

Target audience alignment

• Identify media outlets that reach the desired target audience based on demographics, psychographics, and behaviors
• Prioritize outlets that have a proven track record of covering similar stories or topics
• Consider the geographic scope of the outlet (local, regional, national) and its relevance to the story

Editorial calendars

• Review editorial calendars to identify upcoming themes, special issues, or seasonal topics that align with the pitch
• Plan pitches in advance to coincide with relevant editorial opportunities and lead times
• Tailor the pitch to the specific theme or angle highlighted in the editorial calendar

Journalist beat & interests

• Research individual journalists who cover the relevant beat or industry (technology, healthcare, lifestyle)
• Review their recent articles, social media profiles, and professional bios to understand their interests and reporting style
• Personalize the pitch to demonstrate familiarity with their work and how the story aligns with their coverage area

Crafting a media pitch

Attention-grabbing subject line

• Create a concise, compelling subject line that summarizes the key point of the story
• Use action-oriented language, provocative questions, or unexpected hooks to stand out in a crowded inbox
• Keep the subject line under 10 words and avoid using all caps, exclamation points, or spammy phrases

Personalized introduction

• Address the journalist by name and reference their recent work or relevant coverage area
• Briefly introduce yourself and your organization, establishing credibility and expertise
• Explain why you are reaching out and how the story aligns with their interests or beat

Key message & talking points

• Clearly articulate the main message or theme of the story in a succinct, quotable soundbite
• Develop 3-5 supporting talking points that expand on the key message and provide context
• Use bullet points or numbered lists to make the talking points easy to scan and digest

Supporting facts & statistics

• Include relevant data, research findings, or industry statistics that validate the importance of the story
• Cite reputable sources and provide links to original reports or studies for further reference
• Use data visualization or infographics to make complex information more accessible and engaging

Unique perspective or insight

• Offer a fresh angle, contrarian viewpoint, or thought-provoking insight that challenges conventional wisdom
• Highlight the expertise or unique qualifications of the spokesperson or organization to comment on the issue
• Share anecdotes, case studies, or personal stories that humanize the story and create an emotional connection

Multimedia assets

• Offer high-resolution images, videos, or audio clips that complement the story and enhance visual storytelling
• Provide a media kit or online pressroom with additional background information, bios, and downloadable assets
• Consider creating interactive elements, such as data visualizations, quizzes, or polls, to engage audiences

Pitch delivery methods

Email pitches

• Craft a concise, compelling email pitch that follows the inverted pyramid structure (most important information first)
• Use a professional, conversational tone that respects the journalist's time and inbox
• Include a clear subject line, personalized introduction, key message, and call-to-action

Phone pitches

• Prepare a brief, persuasive phone script that highlights the key points of the story and value to the outlet
• Practice active listening and be prepared to answer questions or provide additional details on the spot
• Follow up with an email summarizing the conversation and providing any requested information or materials

Social media outreach

• Engage with journalists on Twitter, LinkedIn, or other social platforms where they are active
• Share relevant content, comment on their posts, and build rapport before making a direct pitch
• Use social media to amplify placed stories, tag journalists, and extend the reach of earned media coverage

In-person meetings

• Attend industry conferences, networking events, or media roundtables to connect with journalists face-to-face
• Schedule desk-side briefings or coffee meetings to discuss story ideas and build relationships
• Provide value and insights beyond the immediate pitch, positioning yourself as a trusted resource and expert

Timing & follow-up

Optimal days & times

• Avoid pitching on Mondays or Fridays, when journalists are typically busiest or wrapping up for the week
• Aim for mid-morning pitches (10-11am) when journalists are more likely to be at their desk and reviewing emails
• Consider the news cycle and timing of other major events or announcements that may compete for attention

Persistence vs annoyance

• Follow up on pitches after 2-3 days if no response is received, using a polite and brief email or phone call
• Vary the follow-up approach and messaging to avoid sounding repetitive or pushy
• Know when to move on and respect the journalist's decision if they decline or do not respond after multiple attempts

Relationship building

• Treat journalists as valued partners and collaborators, not just targets for pitching
• Provide value and support beyond the immediate story, such as sharing relevant news, offering introductions, or providing background information
• Show appreciation for coverage and maintain open lines of communication for future opportunities

Measuring pitch success

Media coverage secured

• Track the number and quality of media placements resulting from the pitch, including print, online, broadcast, and social media
• Analyze the prominence, length, and tone of the coverage to assess the impact and influence of the story
• Compare the coverage to predetermined goals and benchmarks to evaluate the success of the pitch

Key message inclusion

• Monitor the coverage for the inclusion and accuracy of key messages, talking points, and brand positioning
• Assess the consistency and alignment of the coverage with the original pitch and desired narrative
• Identify any gaps, misinterpretations, or areas for improvement in future pitching and messaging

Audience reach & engagement

• Measure the potential audience reach of the secured coverage based on circulation, unique visitors, or viewership data
• Track social media shares, comments, and engagement related to the coverage to gauge audience interest and resonance
• Analyze website traffic, referral sources, and conversions attributable to the earned media coverage

Leads or inquiries generated

• Monitor inbound leads, sales inquiries, or other business outcomes resulting from the media coverage
• Track the volume and quality of leads generated, as well as the conversion rate and revenue impact
• Attribute leads and conversions to specific media placements or stories to demonstrate the ROI of pitching efforts

Leveraging placed stories

Owned media channels

• Amplify earned media coverage through owned channels such as the company website, blog, newsletter, or social media profiles
• Embed media clips, logos, or pull quotes to showcase the coverage and lend credibility to the brand
• Create blog posts, case studies, or press pages that aggregate and contextualize the coverage for different audiences

Stakeholder communications

• Share placed stories with internal and external stakeholders, such as employees, investors, partners, or customers
• Include media coverage in investor relations reports, employee newsletters, or customer communications to build trust and credibility
• Use earned media as proof points in sales presentations, product collateral, or thought leadership materials

Repurposing content

• Transform earned media coverage into new content formats, such as infographics, videos, or social media snippets
• Extract key insights, data points, or quotes from the coverage to create compelling visual assets or soundbites
• Integrate earned media into content marketing campaigns, webinars, or speaking engagements to extend the reach and impact of the coverage