9 tips for pitching the media
TRANSCRIPT
Having your company, product, or executive appear in an appropriate
publication is great marketing. That’s why billions of dollars are
spent on PR each year.
Mention a specific article the journalist wrote and then explain why your company or product would be interesting for them to look at. Make certain to target the subject line of the email to help ensure that it gets opened.
Tip #1Target one reporter at a time.
Many news sites maintain tip
lines that you should take
advantage of when you have
important news.
Tip #2Use the tip line if the media outlet you are targeting has one.
You make a journalist’s job much easier if
you describe the big picture of why your
particular product or service is interesting.
Often this helps you get mentioned in the
reporter’s future articles or columns about
trends in your space.
Tip #3Help the journalist understand the big picture.
If you can’t explain what you do
crisply and intelligently without
using three-letter acronyms, few
reporters will engage with you.
Tip #4Keep it simple.
Newsjacking is the art and
science of injecting your ideas
into a breaking news story to
generate tons of media coverage.
Use current events as hooks.
Tip #5Try Newsjacking!
If you can set up interviews with
customers or provide written case
studies of your products or services,
it will be much easier for journalists to
write about your company.
Tip #6Explain how customers use your product or work with your organization.
These days, it is a rare journalist
who opens an unexpected email
attachment, even from a recognized
company. Send plain-text emails
instead.
Tip #7Don’t send email attachments unless asked.
It will make you and your product
look bad if you don’t follow up
when you promise to, resulting in a
potentially large publicity loss.
Tip #8Follow up promptly with potential contacts.
The bottom line is that reporters
want to know what you have to say.
They need things to write about.
Tip #9Don’t forget, it’s a two-way street— journalists need you to pitch them!
The rules have changed. Be smart about how you tell your story on the web—and about how you tell your
story to journalists.
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Learn more about the latest digital trends and how to reach your buyers directly.
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