Spencer Lanoue
Crafting a media pitch is like trying to capture lightning in a bottle. You've got a killer story idea. How do you get it to the right person and make them care enough to engage with it? In this post, I'll guide you through the essentials of writing a compelling media pitch. Whether you're a PR pro or just starting out, these tips will help you get noticed.
Why Media Pitches Matter
Think of a media pitch as your golden ticket to getting your story out there. Journalists receive dozens, sometimes hundreds, of pitches daily. Standing out in that crowded inbox is no small feat. A well-crafted pitch not only grabs attention but also provides a clear and concise story idea that aligns with the journalist’s interests and beat.
So, why should you care? Well, a successful pitch can lead to media coverage, which can significantly boost your brand’s visibility and credibility. It’s not just about getting headlines. It’s about building relationships with the media that can benefit you long-term.
Know Your Audience: Research Is Key
Before you even think about crafting your pitch, you need to know who you're pitching to. This means doing a little homework on the journalist or publication you’re targeting. What types of stories do they usually cover? What's their writing style? Understanding these elements can mean the difference between your pitch getting deleted or leading to a feature story.
- Read Recent Articles: Go through their latest work. This will give you insight into the topics they’re interested in and the angle they usually take.
- Check Social Media: Journalists often share stories they’re passionate about on platforms like Twitter. It’s a great way to gauge their interests.
- Use Media Databases: Tools like Cision or Muck Rack can help you identify the right journalists for your story.
Remember, a generic pitch sent to a broad audience is likely to get ignored. Tailor your message to fit the recipient, and you’ll have a much better chance of success.
Crafting a Compelling Subject Line
Your subject line is your first impression in an overcrowded inbox. It's like the headline of your pitch. If it doesn’t entice the reader, they won’t open it. Here’s how to make sure yours hits the mark:
- Keep It Short and Sweet: Aim for 6-8 words. Subject lines that are too long often get cut off.
- Be Clear and Specific: Avoid clickbait. Your subject line should clearly convey what the pitch is about.
- Add a Personal Touch: If possible, include the journalist's name or reference a recent article they wrote.
For example, "Exclusive Interview Opportunity with [Your CEO] on Sustainability" is clear and direct, giving the journalist a reason to click.
Hook Them with a Strong Opening
Once your pitch is opened, you've got just a few seconds to capture the journalist’s attention. Start with a strong opening that gets straight to the point.
- Lead with the News: Your first sentence should succinctly convey the most newsworthy aspect of your pitch.
- Use a Compelling Stat or Fact: If you have a statistic that supports your story, use it to grab attention.
- Make It Relevant: Tie your pitch to a current trend or event that makes it timely and relevant.
Consider this example:
Hi [Journalist's Name],
I hope this finds you well. With recent studies showing a 30% increase in remote work productivity, [Your Company] is launching a new tool that revolutionizes how teams collaborate remotely.
Get to the Point Quickly
Journalists are busy people. They don’t have time to wade through paragraphs of fluff. Make sure your pitch is concise and to the point.
- Stick to One Idea: Don’t try to cram multiple story ideas into one pitch. Focus on the most compelling angle.
- Use Bullet Points: If you have several key points, use bullet points for easy scanning.
- Be Clear and Direct: Avoid jargon and elaborate language. Simplicity is your friend here.
Your pitch should ideally be no longer than a few short paragraphs. You want to provide enough information to intrigue but leave them wanting more.
Provide Supporting Material
While your pitch should be brief, offering additional resources can be very helpful. This could include links to more detailed press releases, high-resolution images, or even video content.
- Link to a Press Kit: Include a link to a press kit that contains all relevant information.
- Offer Interviews: Mention if key people, like your CEO or product manager, are available for interviews.
- Include Testimonials: If you have positive quotes from users or experts, consider including them.
For instance, you could say:
For more details, you can access our full press kit here: [Link]. If you're interested in speaking with our CEO, let me know, and I can arrange an interview.
Be Available and Responsive
A pitch doesn’t end once you hit send. Be prepared to answer follow-up questions promptly. This is where your PR skills really come into play.
- Check Your Email Regularly: Make sure you're available to respond to any inquiries quickly.
- Provide Multiple Contact Options: Include your phone number or social media handles for instant communication.
- Be Prepared for Interviews: If your pitch leads to an interview request, make sure you have all the necessary information at your fingertips.
Responsiveness demonstrates professionalism and can make the difference in securing coverage. It shows journalists that you’re serious and reliable.
Follow Up, But Don’t Be a Pest
If you haven’t heard back within a week, it’s perfectly acceptable to send a polite follow-up. Sometimes emails get lost or overlooked, and a gentle nudge can make all the difference.
- Keep It Brief: Your follow-up should be even shorter than the original pitch.
- Be Polite and Courteous: Respect their time and decision. If they’re not interested, thank them for considering your pitch.
- Time It Right: Wait at least a few days to a week before following up.
Here’s a simple follow-up template:
Hi [Journalist's Name],
I wanted to follow up on the pitch I sent last week regarding [Your Story Idea]. I’d be happy to provide more information if you're interested. Thank you for considering it.
Keep Improving Your Pitching Skills
Like any other skill, pitching takes practice. Analyze what works and what doesn’t, and adjust your strategy accordingly.
- Seek Feedback: If you have a trusted colleague or mentor, ask for their input on your pitches.
- Track Your Success Rate: Keep a record of which pitches get responses and which don’t.
- Stay Informed: Keep up-to-date with media trends and changes in the industry.
Consider using a tool like Spell to draft and refine your pitches. With AI-driven suggestions, you can enhance your writing and ensure your message is clear and effective.
Final Thoughts
Writing a media pitch that captures attention involves a mix of research, creativity, and clear communication. By focusing on these elements, you'll be better equipped to stand out in a crowded inbox. And remember, Spell can simplify the process, helping you draft and edit superior pitches in seconds. With practice and the right tools, you’ll be pitching like a pro in no time!
