Now that you’ve determined that your story is good enough to interest the media and written a release you’re ready to pitch it.
Here’s how to successfully pitch your story and build your reputation as a credible media source.
- Keep up-to-date media lists and know your media outlets. It’s best to target your media list for each pitch.
- Target your story to an outlet that covers stories like yours. Pitches that tie in with current stories are what news outlets are looking for.
- Contact the media only with newsworthy story ideas and in advance of any events. Ask yourself does it pass the “who cares’ and “so what” test?
- Keep it short and enticing and give the reasons it would interest readers or viewers.
- Know the best times to pitch your story (i.e., mid-mornings are best; Mondays and Fridays are not good days to pitch or follow-up).
- Know your story and anticipate questions.
- Send background materials immediately following contact.
- Be available. Make sure you can be contacted easily to take journalists’ calls if they need more information or want to check a fact for accuracy.
- Always work within a reporter’s deadlines.
- If it’s a really good story, pitch it as an exclusive to the biggest media outlet in your area.
- Build relationships with the media. They are much more likely to listen to a pitch from a source they know and trust.
- Take “no” for an answer. Don’t pester the media to run your story it only alienates them. If they’re interested they will call you.
I think the most important item on this list is number 11. Journalists receive an average of 150 to 200 pitches a day if you have taken the time to research what they write about and only pitch stories they can use you’ll become a media relations maven.
