Pitching to the media is a vital aspect of digital PR and media relations, yet for those new to the process, it can feel overwhelming.
Gareth Hoyle, Managing Director at Coveragely, offers expert advice for successfully pitching to the media and securing coverage for clients.
Research and Targeting
Hoyle emphasizes the importance of research when crafting media pitches. Building a targeted media list ensures pitches reach journalists who cover relevant topics. Using tools like Response Source or Cision enables PR professionals to identify journalists covering specific subjects, enhancing the pitch’s relevance and increasing the likelihood of coverage.
Building Relationships
Establishing rapport with journalists is crucial. By regularly providing them with relevant stories, being accessible, and assisting with journalist requests, PR professionals can position themselves as valuable contacts. Building trust and reliability increases the chances of journalists seeking input directly from PR professionals for articles.
Effective Subject Lines
Crafting attention-grabbing subject lines is essential. In the midst of a journalist’s busy inbox, a concise and intriguing subject line can make the difference between an email being opened or ignored. Personalizing subject lines and aligning them with journalists’ interests enhances the chances of engagement.
Tailored Pitches
Hoyle advises tailoring pitches to individual journalists and publications. Referencing journalists’ previous work and demonstrating how the pitch aligns with their interests increases relevance and demonstrates effort. Providing all necessary information, including contact details and resources, in the initial pitch streamlines the process for journalists.
Adding Quirkiness
For responses to journalist requests or newsjacking opportunities, injecting creativity into expert responses can make them stand out. Offering unique insights or perspectives adds value and increases the likelihood of coverage amidst numerous pitches.
Follow-up Etiquette
Follow-up emails can be beneficial if done tactfully. Hoyle suggests sending a polite follow-up after a few days to a week if there’s been no response. However, persistently pestering journalists can be counterproductive, so knowing when to gracefully withdraw is crucial.
Securing Links
While not always guaranteed, securing links in media coverage can significantly benefit digital PR efforts. If a link was omitted in coverage, politely reaching out to request inclusion can enhance online visibility and strengthen SEO efforts.
Saying Thanks
Finally, expressing gratitude for coverage, whether through a thank-you email or follow-up, can foster positive relationships with journalists. Offering further assistance or insights demonstrates willingness to collaborate, increasing the likelihood of future interactions.
By adhering to these expert tips, PR professionals can navigate the intricacies of media pitching more effectively, enhancing their chances of securing valuable coverage for clients.
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