Pitching media can be really hard. OK it’s usually pretty hard. It’s quite possibly one of the hardest aspects of the PR process. Not every public relations professional has a knack or fondness for media pitching because it’s just plain tough most of the time.
That’s why, if you’re really great at delivering consistent, targeted media coverage for clients you are a force to be reckoned with and you can get compensated substantially for it.
I’ve been working with media for more than eight years and in that time I’ve learned an a lot about how to pitch media, when to pitch and how to rework coverage opportunities. If you were to ask the other pitchers on our team, they would tell you that media pitching is an art that takes time, persistence and creativity and that it’s rarely easy.
Media Pitching: What to Do When You Get Stuck (9 Tips)
Securing coverage is exhilarating. It is stressful for sure — and at times it can be hard to move forward in the face of real or perceived rejection — but there’s nothing quite like the thrill and satisfaction you get when an opportunity comes together.
That’s when the magic happens.
Unfortunately, since we PR pros outnumber journalists almost five to one, the opportunities for coverage are that much harder to achieve. This means, it is more important than ever to give media members targeted, relevant, interesting and creative pitches.
When you get stuck — and you will get stuck — here are nine tips you can use to reassure yourself, ensure you’re on the right track and keep pushing forward until the magic happens.
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DO think about pre-existing media relationships.
Before you take your pitching assignment and run with it. Stop and ask yourself: Do I have an existing media relationship where this news would be relevant to them? Do I have a colleague who may have a media contact that would be interested in this story?
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DO think like a journalist.
Don’t waste time. Your job as a PR professional is to do your homework. Know who you are pitching and ensure that before you send them ANYTHING you have a clear understanding of why that information would be of interest to them — regardless of whether they cover it.
Think like a journalist: If you had people emailing you story ideas — what would you want to see? What would be annoying? What would you move to your spam folder right away?
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Don’t “Follow Up”.
Who likes it when someone starts an email or phone call with, “I hadn’t heard from you yet so I just wanted to follow up … ” No one. The phrase “follow up” makes me feel like you’re pointing out that I dropped the ball or trying to make me feel guilty for something. Instead, send your “follow up” email without using that phrase and add more information or ask a question that adds value.
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DO have another idea in mind.
If your original pitch was targeted, it’s possible that the idea you sent isn’t a good fit for now or it’s interesting but leaves room for additional questions (which is normal) so give that journalist a call and anticipate his or her questions in advance. Be ready to problem solve and have another angle or idea in your back pocket just in case.
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DO pick up the phone.
Just like the rest of us (and likely more so) members of the media are BUSY. Your pitch could spark an idea that they bucket for later but often they may not have the time to reply and let you know. That’s where a tactful, brief phone call can be helpful. At the very least it gives you a good idea of whether your pitch is resonating with media or falling flat and needs adjusted.
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Don’t spam (aka Don’t Piss Off a Reporter)
We discussed this in our video last week. Be specific and know when it’s time to move on.
This isn’t sales and it’s not advertising. A journalist doesn’t want to cover the same thing you pitched to a sister publication and they don’t want to waste there time on a misleading opportunity.
The sad truth is our media friends receive an abundance of junk and spam from lazy PR people. Don’t be one of them.
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DO seek help.
Ask your team lead or more experienced pitchers for help if you feel stuck. Ask for a second or third opinion on your pitch and be sure to point out who you’re pitching for context. If you’re a consultant, send your pitch to a fellow PR pro and ask for their review. They’ll be more than happy to oblige and this opens the door for them to do the same in the future.
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DO make sure you’re pitching and following up during the most likely time to catch a media member’s attention.
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Don’t get discouraged.
It’s completely normal not to get replies when you pitch. Often, replies come from my second contact with a reporter — rarely the first. If you’ve been pitching for days on end without replies … that’s a sign that you need to review these steps and get a second opinion to ensure you’ve been as targeted as possible.
Remember, media pitching is tough but you are tougher.
You can do this.
P.S. Want me to review your pitch? Send me an email.
