How to Write an Effective Media Pitch

Whether you work in Public Relations for a large company or simply want to get your small business some attention, pitching to the media is an exciting but challenging prospect.

Instructions

Difficulty: Moderate

Things You’ll Need:

• Paper
• Email
• Phone

1. The first thing to remember is that newspapers and media outlets receive dozens or even hundreds of press releases and pitches each day. You must make yours stand out!
2. Make sure you understand the hook to your story before you pitch it. The most unique and/or timely angle is the one you should go with. What makes your story different from all the others out there?
3. When writing a pitch or media advisory, remember that SHORTER is better. Try to capture the hook in the first sentence. If your first sentence is long and boring, the editor won't read any further.
4. Know who you're pitching to. Niche publications may be more receptive to your story, but only if it is exactly appropriate for them. If your story is about caring for the elderly, don't pitch to a parenting magazine.
5. Remember that a good editor is always open to a pitch. It makes their lives easier when a story comes to them. But if you are going to call with a pitch, be respectful of their time: don't call too early, late or during peak work hours, and don't talk their ear off.
6. Don't nag, be too forceful, or send out 29 press releases a week. If editors were annoyed by your previous 10 pitches, they'll throw out your 11th without giving it due consideration.

Tips & Warnings

• Contacts in the media are important, but if you have a good story and you work hard, it can get the attention it deserves.
• Make sure all your information is accurate and explicit. If an editor has to dig for the time of your event, they'll never go for it.