How to Pitch Your Story to the Media

What is a media pitch and why is it important? 

Media pitching involves developing attention-grabbing stories and presenting them to journalists in a way that piques their interest, aligns with their beat, and speaks to their target audience. 

When done correctly, media pitching can lead to several business benefits, making it a must-have for growth and long-term success. 

These benefits include: 

• Credibility – The goal of media pitching is earning media coverage. People perceive earned media as more authentic and trustworthy because the brand didn't pay for it. 

• Brand awareness – Media pitching leads to earned media which leads to expanded reach for a business. The more features and mentions a brand receive in reputable publications, the more they increase their visibility. An increase in exposure can lead to an uptick in website traffic, social media engagement, revenue and brand recognition. 

• Thought leadership – When brands share valuable insights and their unique perspectives in media placements, they're seen as thought leaders. Being a thought leader can help a brand get more media coverage. Journalists view thought leaders as reliable sources of information. 

How to Find the Right Media Outlet for Your Story 

Finding the right media contacts to improve your story pitching involves understanding the unique angle of your news and how it applies to the target audience you want to reach. 

Here are some tips to consider:

• Identify the key themes and elements of your story that your target audience would find interesting. 
• Research media outlets and find ones that regularly cover topics like yours. 
• Pay attention to the tone of their content. Does it align with your brand and story 

Creating a Media Pitch that Grabs Attention 

Creating media pitches that get attention requires careful planning and execution. 

Here are some tips on how to write media pitches that earn media coverage: 

Personalize it 

Do your research on the journalist you’re pitching to and tailor your content accordingly. Your goal is to show your understanding of their beat, their past work, and how it aligns with your news. 

Keep it Simple 

Journalists don’t have time to read through a chapter book. Keep your pitches short and to the point. Aim for no more than a few short paragraphs and lead with your main message.

Amplify the Newsworthiness 

Make the newsworthiness of your pitch crystal clear. Focus on what makes your story unique, timely, and relevant to their audience. 

Include Supporting Materials 

After summarizing your story's importance, provide additional details to help the journalist better understand it. Try to head them at the pass and provide them with content they’ll inevitably ask for. 

Include press releases, fact sheets, video content, links, etc. But, don’t go overboard. Only share what’s truly important in the first interaction. 

The Importance of Strong Journalist Relationships 
 

The relationships you build with journalists is important. They hold the key that unlocks your earned media potential. 

To that point, don’t only reach out to them when you need something. Engage with their social media posts, leave comments on their articles, and attend industry events to establish a personal connection with them. 

The more you work on building these relationships, the more likely you are to see the benefits for your brand. 

Download Your Free Media Pitching Checklist 

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Media Pitching Tool   

Did you know our Media Suite includes a Media Database, Media Monitoring, Media Room, and a Media Pitching tool? 

Our Media Pitching tool makes it easier for you to perfect your pitches and improve your chances of securing earned media opportunities. 

If you’re interested in learning more about our Media Pitching tool, contact us today.