Tips to Perfectly Pitch Journalists
Author: From our expert member in ‘Revenue Generation’ and select ‘Public relations/marketing communications’ – RRC RESOURCES
There’s no doubt that you do great work.
Your company helps its clients. You have fabulous employees. Yet, sometimes it seems like you’re the best-kept secret in town. You see competitors quoted in local publications, TV, and trade media. They’re engaging followers on social media by using story telling.
They seem to be everywhere! Why not you?
The reason might be the story you’re telling – or not telling. Finding the right story to tell is the key foundation of generating the awareness and visibility you want and need for your company.
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Here’s expert advice to help you find a story that people want to hear and the media wants to tell:
- Tell a story that matters. Tell a story that connects to the specific person/audience you are trying to reach, not just a story you want them to know. Your mission statement or elevator pitch is not that story. People mostly care about ‘how does it impact me,’ so the more you can tie your story into their specific values, needs, and interests, the more effective it will be. This means you must first really understand your target audiences (and it’s not just one homogenous audience of everyone).
- Make it timely. Evergreen stories (those that are not time-sensitive) are less apt to appeal to the media and also less likely to catch the audiences’ attention and move them to action. The timelier your story, the more likely it will be told. Immediacy and date relevance are key.
- Put your story in context. For example, just don’t say we do good work for our clients or we offer these services. Tell a specific story! A case study, or a specific example will make what you do more tangible and easily understandable. Humanize it whenever possible. The more you can put a face to the story, the more effective it will be.
- Sharing is caring. Consider bringing others – i.e., clients, colleagues, maybe even friendly competitors – into the story, especially when you are looking for publicity coverage. Pitching the complete package will help the reporter understand the story you want them to cover and will also seem less self-serving. Media is not in the business of offering ‘free advertising,’ so make sure you have a story and not just a sales pitch.
- Pick your platform carefully. Keep in mind that different stories are better heard on different platforms. Some stories are best told through the media, others through blog posts, some on social media channels or through influencers, and still others on your website and in printed materials.
Bonus Tip: Seek objectivity. Most people are so entrenched in their companies, organizations and missions that they cannot be objective in evaluating their stories and messages. It’s helpful to have someone outside your organization look at your messages and stories and offer counsel to ensure they are clear, interesting, and enticing enough to make them want to learn more and compel them to action.
Using these tips will help your story be heard and acted on.
So, get started.
Find your story, shed that ‘best kept secret in town’ moniker, and become the ‘most talked about, and written about, the company’ in your industry and town.
To get your questions answered by this expert, please go to our resources page look in the category of ‘Revenue’ and select ‘Public Relations/marketing communications’ to see our company profile. When you click the ‘Introduce Me’ button, you’ll get an email introduction with our CEO’s contact info, and we can answer all your questions.
