We all are in the world of Communication; whether it’s internal or external. Communication holds a significant place especially in the PR Industry. Majority of people who work in media are bombarded with a very high volume of e-mails. Their inbox are flooded with humongous amount of press pitches on a daily basis; and also receives scores of calls from various PR agencies.
Pitching compelling and interesting story lines and sources are some of the key mantra of any PR strategy. Regardless of the industry that you’re in or represent, knowing how to effectively craft a pitch for the media is the most significant step to success in PR. Listed below are some concrete tips that will help you become a PR pitching pro in no time
Craft an effective subject line: – Subject lines are the foremost and sometimes only thing that strikes a media person,–often times determining whether they will even bother to open your email or not. Ensuring that your subject line is clear, crisp, and tantalizing are some of the most important element of crafting an effective subject line.
Use timely news pegs or Research: – It’s no secret that the media lives on interesting and unique news pegs, trending topics, and new research to tell their stories. To increase the chances of someone showing interest in your pitch, it’s important to make their job as easy as possible; it’s a good idea to help to spell out the story for them so that your story fits in flawlessly with trending new topics and their target audience’s interests. On a regular basis reporters and editors receive hundreds of emails and pitches, so providing them with a story that their readers will be interested in and offering sources to help supplement that story will make them more bound to move forward with the conversation.
Be acquainted with the reporter’s beat: – Even if you have the finest pitch, but if it doesn’t ally with the reporter’s beat (the types of stories they cover), then it will provide no use or value to them and will create a wrong impression. In fact, it will only patently show that you are sending out mass emails and aren’t doing the related basic ground work before pitching it to them. While it’s not always realistic or feasible, personalize pitches whenever possible and mention any related articles that they recently wrote.
Keep it short & Know your story: – Before pitching a story to a journalist it’s very important to know your story inside out, journalists especially deadline driven journalists are petrified and are not impressed if he/she receives the wrong stats. It’s very imperative to do your research ahead of time, so that you can link your pitch to things they’ve written before or themes they’ve shown an interest in.
Following up is Key: – Following up on initial email pitches is one of the most vital pieces to the enigma. This is where most of your responses will come from. Following up on your story/idea’s can make or break your story. Apart from this, while doing so it’s very important to make sure that your follow ups doesn’t annoy the concerned person or the journalists.
To strengthen your chances of pitching, it’s very important to streamline beforehand. No matter how earth shatteringly &exciting your story is; it won’t gage journalist’s attention or media unless you prove that your news is timely, fresh and relevant to a wider audience.
So the next time you feel the urge to send a mass PR pitch to do so, save your money and breathe. If you follow these above principles effectively you may even be able to accomplish some or all of your great public relations yourself. Communicating right story to the right audience at the right time is all that matters in the world of communication.