Do’s and Don’ts of Media Pitching
“Your scientists were so preoccupied with whether or not they could that they didn’t stop to think if they should.” – Dr. Ian Malcolm in Jurassic Park
PR practitioners who spray and pray when pitching reporters commit the same sin as the scientists in Jurassic Park. Just because you can doesn’t mean you should.
The combination of available technology and a no-harm-no-foul mindset make it tempting. But remember, a mass pitch is only slightly more likely to earn beneficial media placements than to create a chaotic island of dinosaurs. (Excuse the exaggeration.)
To help increase your pitching success, we’ve compiled our top 10 best practices for pitching the media in our “10 Do’s and Don’ts of Media Pitching” tip sheet. Here are a few do’s and don’ts you’ll find in the tip sheet.
The Do’s of Media Pitching
1. Focus your efforts.
When it comes to earning media placements, less often is more. If you focus and tailor your pitch to a handful of reporters, you have a better chance of delivering results that matter to your business.
2. Take things slow.
When it comes to engaging potential prospects and media in real-time, all of the work doesn’t happen in the moment. It requires planning. Put together monthly, quarterly and yearly strategies that encompass media relations, planned PR campaigns and content plans.
3. Build rapport with reporters and influencers.
PR is about people and relationships, according to digital marketing analyst Brian Solis. By building relationships with journalists, bloggers and other influencers, it will increase the likelihood that your brand story will be told through media coverage
The Don’ts of Media Pitching
1. Avoid cluttering inboxes.
The time between when you send a pitch to when you hear a response can feel like forever. Make sure you give your pitch a couple of days before following up. The reporter may be interested in your story but won’t necessarily work on your schedule. If they are interested in your pitch, they won’t forget about it.
2. Cookie-cutter pitches annoy people.
If you send the same pitch multiple times and it doesn’t connect, it’s time to try something new. Try taking a new angle to the same story. Even if your pitch hits, you might find more success by sending it out again but tailored to a different outlet, audience or campaign.
3. Attachments tend to bounce.
Considering recent hacks and cyber attacks, it’s no surprise that many outlets and contacts have stiff security measures in place. Don’t chance wasting an amazing pitch by emailing an attachment. Provide a complete and compelling pitch and link to complementary materials or branded newsroom.
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