Securing top-tier press placements is a central aspect of public relations, as getting your brands’ name in the media is huge for building brand awareness! With that said, journalists’ inboxes are inevitably inundated with pitches, press releases, and messages from public relations agencies. Therefore, here are a few ways that you can think like a journalist and write standout pitches that will grab a reporter’s attention.
Do Your Homework
It might be easy to gather email addresses for tons of top-tier reporters and send an email blast to all of them, but trust us, they’ll see right past your generic mass message! Take the time to research writers who have covered topics relevant to your client’s brand and industry, and familiarize yourself with some of their work as well as the publications they have written for. It is essential to ensure that the subject of your pitch is genuinely relevant to a writer’s current beat. Include some personalized information in your pitch, letting each journalist know why you think your client will be of interest to them and their audience.
Don’t Be Pushy
Reporters receive tons of messages! To make sure your email stands out, a week or two after your initial pitch to send a quick follow-up. Constant over-communication product pushing can result in your them marking your address as “spam,” left unread from here on out. Unresponsiveness from a reporter is not personal, as they simply can’t cover every pitch they receive. If you believe your client is a great fit for a reporter, don’t be afraid to re-pitch. A journalist will reach out to you if interested!
Hand Them The Story
This is your opportunity as a public relations agency to help shape the narrative behind your client’s media coverage. To do so, share a bit about the brand’s mission, highlight a product’s top features and benefits, and include quality photos that help put your client’s best foot forward! Anticipate what information reporters will want to know, as well as what media they may need for a full-blown story. Even better, offer to hook them up with a product sample, or an interview with your client if possible. The less digging a journalist has to do to find important information on the brand, the better.
If You Were A Journalist, Would You Write About This?
Before sending a pitch, read it and ask the question: If I were a journalist, would I write about this? By getting in the headspace of a reporter, you will get some perspective and allow you to revise as needed. Consider a unique angle that will interest a reporter. Finally, double and triple-check your facts for accuracy. Messy pitches won’t stand a chance against a competitor’s fully developed message!
To learn more about writing personalized pitches, click here!