Landing the Pitch: Earning Media Coverage for Your Company
Media coverage is a powerful tool that can help build brand recognition and shape the public’s perception of a company or individual. Strategic, consistent press exposure allows companies to tell their story, reach their target audience and remain top-of-mind with consumers. It’s a strategy that can impact a company’s bottom line; however, earning ongoing media coverage isn’t as simple as one might think.
According to Cision’s 2020 State of the Media Report, 25 percent of all journalists receive 51-100 new story pitches each week. That’s on top of current stories they’re working on and deadlines they’re up against. With newsrooms shrinking across the country and journalists being tasked with creating more content, it’s more important than ever to make sure your outreach is targeted and specific.
How can companies stand out with reporters and become a trusted source for relevant story ideas? Below are four tips when considering earned media coverage:
Ask yourself, “Is this topic newsworthy?”
First and foremost, you need to determine if the story angle you’re pitching is newsworthy. To do this, consider the following factors:
Timeliness - Is your story tied to a specific date, such as a product launch or event? Is it news simply because it’s new?
Proximity - Where does the story take place? Is there a tie that makes it appealing to local and/or regional journalists?
Prominence - Is there anyone in your story who is well-known to the public, like a public official or celebrity?
Novelty - Has something out of the ordinary happened that may be interesting to the public? Is your company deviating from its normal course of events?
Human Interest - Does the subject have an interesting back story? How have they overcome a challenge or crisis to get to where they are?
If your story aligns with one or more of these factors, then you’ve successfully identified a newsworthy angle to pitch media.
Research what reporters are currently covering.
Equally as important as determining if your story is newsworthy is identifying which outlets and reporters will be interested in this story. Being a good news consumer will give you insight into the topics being covered. Make sure you’re watching shows, listening to the radio and reading the newspapers and magazines you think are a fit for your company and reach your target audience. This will ensure you have a good understanding of who covers what and when.
Pitch with brevity and clarity.
Once you’ve identified a fantastic story angle, done your research to determine a relevant outlet and found a reporter who will be interested in your story, it’s time to pitch your idea. Here are a few tips to keep in mind:
Keep it short and sweet. From the subject line to the body of your email, get to the point quickly and clearly so the journalist understands exactly what you’re trying to pitch.
Customize your pitch. While brevity and clarity are important, it is imperative to make sure the journalist understands why your story is relevant to what they cover. Demonstrating that you’ve read and/or watched their previous work and know what their typical beat is will go a long way.
Include all necessary details for the story. Link to your company website, include images, and share a press release with additional information so the reporter has everything they need to write a story without having to request more information.
Provide direction on timing. Are you sharing this news with the reporter before it’s live? Be sure they understand if it’s embargoed and the parameters around your pitch.
Offer an interview with a spokesperson. Interviews add context and depth to a story that may not come across in a written statement or press release. This also allows the journalist to ask follow-up questions, as necessary.
Be a resource.
Before you hit send on a pitch, make sure you have everything that a reporter may need for their story. Do you have images readily available? Have you identified a spokesperson? Can you share an update on relevant data? Will you be available to answer a reporter’s additional questions?
One of the most important elements of media relations is building relationships with journalists. Continue to read, watch and listen to their stories; share articles and interact on social media; and don’t reach out only when you’re pitching a story. By having transparent conversations, building trust and helping the media tell compelling stories, you’ll be seen as a valuable resource to whom journalists can turn.
The bottom line: Successful media relations campaigns aren’t completed overnight. Earning great coverage takes time, and it’s important to be strategic and thoughtful in your approach. With a bit of patience and persistence, you can achieve incredible results.