Pitching to the media is how you get to the big leagues. It’s how you take your brand to the next level. But pitching to the media has become something of a lost art. So how do you go about pushing the right buttons and making sure journalists take notice of your brand?
Get Personal with Your Pitch
Your pitch should be aimed at the person reading it. Try to make yourself known to your targets before you send them your pitch. Follow them on social media and figure out what they’re interested in. If they’re interested only in certain fields, there’s little point in pitching them if you don’t conform to their interests.
Send out pitches based on their interests.
Don’t Mass Pitch
No matter how clever you think you are, everyone can tell when you sent that same pitch to a ton of other people. The only way to get around this is to pitch people directly. Take the time to pick out specific reporters and connect with them.
You may want to start by connecting with them on an informal basis. Appearing out of nowhere with a pitch isn’t always the best way of getting them to notice your pitch. If they already know you the chances are they’ll consider your pitch.
Follow-Up in a Timely Fashion
When you reach out, you need to set a time for a follow-up conversation. Sometimes journalists miss messages or they happen to be out of the office for a few days. A follow-up ensures that the journalist is aware that you’ve sent them a pitch.
Try to send your follow-up email after a couple of days. And only send a single follow-up email. You don’t want to start begging and you don’t want to nag them. If they haven’t replied multiple times you should take the hint.
Bad Timing Can Be Good Timing
Many similar guides will tell you that the worst time to pitch someone is during the holidays or outside of office hours. The logic is sound, but sometimes bad timing can be good timing. The news doesn’t stop at 5pm. Journalists are working at all hours of the day and night. They might be checking their inbox over dinner or scanning their Facebook messages before they go to sleep.
The old rules about when you should send your pitch have gone completely out of the window. Pitching during downtime could increase the chances of getting media attention.
Last Word – Pitching is All About Experience
These four tips will help you to increase your chances of successfully connecting with a journalist. However, what you must remember is that it’s all about the experience. You’re only going to get better over time. Make pitching part of your daily routine and you’ll eventually pick up the contacts and pick up the articles.
The best companies try to pitch regularly and make contacts within the mainstream media. Start pitching today and it could transform your brand