Are you tired of reaching out to countless journalists and influencers, hoping your business gets some much-needed media attention? It can be pretty frustrating.
Reporters and journalists are bombarded with thousands of emails just like yours every single day.
An ill-conceived pitch may cost you promotion opportunities that might propel your business to the next level. So, how do you set yourself apart? What should your message have that catches their fancy?
In this extensive guide, we will help you create great media pitches that are not just read but actually achieve results. We will also look at some real-world examples and the dos and don’ts of media pitching.
Let’s get started!
What is a media pitch?
Media pitching is an important part of communications and public relations, and when done correctly, it grabs the attention of journalists and influencers. The message should be short and persuasive, designed to tell a story that the press cares about for the benefit of its readers.
The emphasis of your media pitch letter should be on succinctness and value addition.
It should begin with a good title to attract the reader’s attention. You should include a brief description to introduce the whos, the whys, and the where, what, and when of the topic.
It is important because it prepares the reader for what to expect and why that’s worth paying attention to. The core of the media pitch should delve into nitty-gritty details about the story you want to promote.
A quality media pitch should also comprise a call to action; this is where it may be recommended that the journalist attend an event or schedule an interview.
Your pitch must be tailor-made, focusing on relevant media contacts or outlets interested in such news information. The personalized appeal makes it very likely that they will read and, more importantly, respond to your email.
In essence, the media pitch is nothing but telling a story. It is an interesting way of combining information and titillation intended to spark interest among the media.
It’s not simply a story for sale, but it is an opportunity to partner with the media to share something special that needs to be revealed to the whole world.
Steps to write a media pitch
Creating a media pitch is a crucial step in your public relations strategy. It’s all about catching the attention of relevant journalists and influencers in your field.
Here’s a detailed breakdown of the steps to write an effective media pitch:
Step 1: Understand your audience
The hallmark of a successful media pitch is that it is highly targeted to the recipient. Unless you understand the interests and requirements of the intended reader, you simply can’t give them what they need.
For instance, if you want a reporter to carry a tech story about your product or service, there is no point pitching it to a lifestyle blogger. You need to pitch it to the right person to pique their interest.
You will get a pretty good idea about whether your media contact is good for your story if you go through their previous work.
Step 2: Find a newsworthy angle
Once you have identified the right media outlet or personality to reach out to, the next step is to focus on finding the right angle to pitch. Ask yourself: “What makes my story unique?”
Remember, your story can be anything – a groundbreaking product, a significant event, an inspirational story, or anything in between. The key is to present it in the right light that makes the most sense to the recipient.
It is important that you understand at this early stage that your media pitch is not an advert. It needs a hook that makes the recipient think, “Ah! This is interesting.”
If you get the reporter or influencer half as excited about the story as you are, you are going in the right direction!
Step 3: Craft a compelling subject line
Now comes the most important part of the whole endeavor – the subject line. Believe it or not, how you craft this line will be the difference between your email being totally ignored or read.
That said, never fall into the trap of making the subject line overtly pushy- the last thing you want is to put the reader off with a “clickbaity” subject line.
Draw inspiration from newspaper headlines. Observe how they draw you in to read more without revealing the whole story.
Step 4: Personalize your media pitch
The biggest mistake many young marketers make is to create a generic email and blast it to several media outlets. Always address the recipient by their name; it creates a sense of intimacy that is lacking in dry electronic communication.
Another great way to show that you value your reader’s time is by mentioning a story or a report written by them that you found interesting.
Doing this immediately lets your receiver know that you have done your homework and are not merely sending out bulk emails.
Unsure about how to create a mass email campaign with personalized emails? Mailsuite has got your back! With our simple yet robust solution, you can create mass email campaigns quickly and get valuable insights. Try Mailsuite today!
Step 5: Get to the point quickly
Now that your effective subject line has caught the attention of your recipient, next comes the meat and potatoes of your media pitch – the body of the email. You see, your media contacts are very busy people, more than you might think. The one thing they appreciate the most is concise and to-the-point communication.
Get to the critical information right away and stop yourself from rambling on and on. Start with the most critical information – who, what, where, when, and why.
Your goal is to ensure that your reader understands what you want and, more importantly, what they can do within the first few lines.
Step 6: Include supporting information
Now that you have laid out the main story, the next and equally important step is to substantiate the info. It is a great place to add quotes from key people, stats, or some background information to this section.
Think of this section as an opportunity for you to establish some credibility with your reader.
That said, avoid being too verbose. Try to include bullet points so the email becomes more scannable rather than having a wall of text.
Step 7: Add a call to action
An email pitch without a clear call to action is as pointless as trying to scoop the ocean with a tablespoon. You must give the relevant media contacts a clear idea about what type of media coverage you want.
Are you looking for them to write an article, attend an event, or try a product? Be as clear about this as you possibly can. It’s like ending a conversation by saying, “So, what do you think?” or “Let’s catch up soon,” guiding the next step.
Step 8: Follow up respectfully
So, you have sent your media pitch letter, and days go by, and you don’t hear anything. A polite follow-up is not a bad idea in such a situation.
However, here is the most important thing you must remember while following up: don’t be a nuisance.
Give the recipient time to respond before you fire a barrage of follow-up emails their way.
Step 9: Be ready to provide more information
If you follow the steps we mentioned above and create a catchy email, you might get a response! Now what?
Well, most journalists will ask you a few follow-up questions, and you need to have all the information handy. It is not that difficult to anticipate what possible questions they might have and be prepared with that information.
You want to be prompt in responding to their queries. Your response should give them an impression that all the information they need is at your fingertips and you are prepared with every minute detail.
Step 10: Build relationships
While you might have tried your best and crafted a great media pitch, you might still not get the response you want. The journalist or influencer might not cover your story, and that’s perfectly natural.
It is understandable to feel a bit disappointed if that happens. However, you should always remember that media pitching is about building relationships.
Even when your pitch is not accepted this time, a respectful and professional approach can open doors for future opportunities.
Media pitch examples
Now that you understand how to create an excellent media pitch letter, let’s look at some practical examples. Pay attention to how the following sample pitches follow the specific steps we have laid out in the previous section:
Example 1
Subject Line: Eco-friendly Summer Collection – Fashion Meets Sustainability.
Hello [Journalist’s Name],
I’m a big fan of your fashion articles in [Publication Name] and appreciate that you have emphasized sustainable fashion. Therefore, I am pleased to introduce you to the coming eco-summer line of [Brand Name], a trendy fashion brand with a conscience.
We recycle our products and ensure that we follow the “Zero-Waste” model of production, setting new standards for sustainable fashion. Our mix of modern sensibilities and traditional values is aimed at environmentally conscious consumerist fashion.
We’d like to offer you the first peek at the latest upcycled and sustainable clothes collection by our chief designer, [Designer’s name].
Would you be interested in covering the launch for your next fashion article? We would be delighted to provide you with additional information. Let us know if we can collaborate to showcase how fashion and sustainability seamlessly merge in our latest collection.
Best,
[Your Name]
The media pitch email example above checks all the boxes of being a good media pitch letter. It is personalized, offers quite a few details about the product, and also establishes why knowing this information might be useful for readers of the publication.
Last but certainly not least, the sample ends with a clear call to action, summing up the conversation.
Example 2
Subject Line: Cancer Treatment – A Revolution at [Hospital’s Name].
Dear [Journalist’s Name],
Your most recent piece covering cancer research findings is heartfelt and fascinating. I am writing to introduce you to an exciting piece of new research from [Hospital’s Name] regarding a revolutionary cancer treatment with encouraging preliminary findings.
Our top oncologists have created a novel treatment that lowers negative effects and increases effectiveness against fast-developing tumors through simultaneous irradiation and unique immunotherapy. These patient stories are just unreal!
A press conference will be held in the facility on the following Thursday with testimonies from patients and the findings of our researchers.
Given the fact that your specialization revolves around health journalism, I wanted to extend an invite for you to attend.
Would you be interested in covering this innovation for [Publication name]?
Warm regards,
[Your Name]
Like the previous example, this message also keeps the core tenets of a good media pitch intact. Observe how the message gently introduces the subject and provides sufficient details about the product to pique the interest.
Example 3
Subject: Improve your business using our advanced customer relationship management (CRM) solution.
Dear [Journalist Name],
Hi, I hope everything is going well for you.
With cut-throat competition in business, developing a close relationship with customers is essential today. This is why we developed a revolutionary CRM solution. We at [Company Name] help small and big-sized businesses simplify customer communication, satisfy customers, and, ultimately, increase profits.
Our CRM solution has helped countless businesses achieve remarkable results, including:
- Increased customer retention by 20%
- Improved customer satisfaction by 30%
- Boosted sales by 15%
Since your readers are mostly business owners, they may find our CRM useful, especially those looking for ways to improve their customer relations.
Are you available for an interview or a customized demonstration in order to see if it could help your audience?
Sincerely,
[Your Name]
Look how this media pitch example talks about statistics and figures that prove the value of the product to the readers of the publication.
Example 4
Subject: You’re Invited! Exclusive Gala to Benefit Local Children in Need
Hi [Journalist Name],
My name is [Your Name] and I’m reaching out on behalf of [Charity Name]. I saw your recent article covering [Event Name], and I’ve noticed that your recent articles at [Media Outlet Name] have helped provide a lot of much-needed publicity to very worthy causes. Thank you for taking the time to support our local community!
This time, I wanted to (hopefully) make your job a little easier and send you information about the upcoming annual gala to benefit [Charity Name] directly:
- This is the 12th annual charity gala organized at [Venue Name]
- Last year, our gala raised over [Dollar Amount]
- 100% of the proceeds go directly to [Charity Name]
- Tickets go on sale next week and usually sell out quickly!
Would you be interested in covering the event for [Media Outlet Name]? If so, please let me know by [Date] and I’ll reserve two complimentary tickets for you.
I hope to hear from you soon!
Kind regards,
[Your Name]
Example 5
Subject: [First Name], be the first to test our AI-powered marketing platform
Hey [First Name],
I’m [Your Name], writing to you from [Your Company]. We’re a growing software development firm, and since we were founded 5 years ago, our customers have seen a 79% increase in revenue directly attributed to our tools.
On [Release Date], we’re releasing our next-generation marketing platform powered by proprietary AI technology. Some key features:
Hands-off lead generation to allow sales teams to spend time engaging with leads
Sleek user interface that centralizes KPIs and ROI data
Simple and powerful report generation – tell our system what you want to see and it creates it!
Your articles and the insights you’ve shared at [Media Outlet Name] have influenced our company’s business decisions, and now I’m hoping I can influence you to be the first to test out our product to see if it’s worth sharing with your other readers.
If you’re interested in an exclusive first look, please let me know by [Date] so we can set up your demo account.
Best regards,
[Your Name]
Effective tips for following up on your media pitch
Following up is a crucial part of your pitch that you just can’t ignore. Sometimes, you need to nudge the recipient of your pitch about the status politely.
Here are a few tips that might come in handy when you write that second email checking up on your initial media pitch:
Timing is key
Wait for a reasonable period before following up. Typically, giving journalists a week to respond to your initial pitch is a good rule of thumb. They often have busy schedules and numerous media pitches to sort through.
Be concise and cordial
Your follow-up should be brief and to the point. Reiterate your main message and express genuine interest in their feedback. A friendly, respectful tone can make a big difference.
Add new information
If possible, include a new piece of information or a different angle that wasn’t in your original media pitch email. This can reignite the journalist’s interest and show that your story is evolving and relevant.
Personalize your follow-up
If you have had an earlier conversation with the journalist, this is the right time to bring it up. When you draft a personalized message, it fosters greater trust, increasing your chances of getting a response.
Offer exclusivity or a deadline
Another great tactic to invoke a positive response from your recipient is offering the journalist exclusivity to your story. Tell them that they will be the first to cover the story and that you will share any relevant updates with them exclusively.
Reminding them about the deadline of your event is also a great idea. It creates an urgency in the journalist’s mind, making them more willing to hear you out.
Respect their decision
You might get a stern “no” from some of your media contacts, and that’s not a big deal. You must respect their decision gracefully, keeping the door open for future collaboration.
Use different channels
If you initially reached out via email, consider following up with a brief phone call or a message on a professional network like LinkedIn. Different journalists have different preferences for communication.
Keep it simple
Even if you have a ton of information to share, restrain yourself. A follow-up email is not the place to share lengthy documents or huge attachments. If these things are needed down the line, provide them when asked.
Don’t overdo it
The last thing that can quickly turn your relationship with a journalist sour is you incessantly following up. If you don’t hear back after a couple of attempts, it is best that you move on.
Understand that the journalists you are trying to contact are super busy. They might not have the time (or heart) to refuse you. A lack of response is sometimes a good indication that your story might not be a great fit for that particular publication.
Takeaway: Write a successful pitch with an actionable blueprint
When you are crafting your next media pitch, ensure you adhere to the core tenets of an effective pitch we discussed in this article.
It is crucial that you understand your audience. The last thing you want is to send out your pitch to a bunch of people who don’t even cover the topic you are pitching.
Another thing to remember is the power of storytelling. Make sure your media pitch captures the attention of your recipient and is unique in its relevance. Pay attention to the subject line as well. Make it as succinct and engaging as possible.
Lastly, don’t forget to include a clear call to action. You want to give the recipient an option to take action on your email right then and there.
Remember, writing a captivating media pitch is as much a strategy game as it is an art. With practice, trial and error, and a bit of tenacity, you will start writing amazing media pitches in no time.
Read also: