How to Craft a Successful Media Pitch
Pitching to the media is one of the most important components of building the presence of your brand or business, and it is also the best way to tell your brand or business’s story. Journalists and media reporters all over the world receive hundreds of media pitches every single day. So how can you get them to notice yours and get the media coverage you need?
Let's break down how you can create a successful media pitch on-camera and highlight some tips on how to sell your idea to make it land at the right place, at the right time.
The Basics of a Media Pitch
A media pitch is an outline of a news story, a particular issue, or an idea that you, as a business, want to talk about and publicize to the mass media, specifically to reach your desired audience.
A media pitch can be given in person, over the phone, on-camera or via email. The most popular way media pitches are made today is via email, but conveying your messaging in a video rather than written text can spark more interest.
With video media pitches, your recipients have the opportunity to connect with you on a deeper level. The current world dynamics because of the Coronavirus pandemic have made video interactions insanely popular. Journalists and reporters are very busy people who are already tired of reading dozens of written pitches they receive every day. By creating a video pitch, you will be able to make your pitch stand out and give your audience a compelling reason to accept your offer.
A good media pitch is one that:
Is relevant to your business (for example, interesting industry data)
Spikes curiosity in whoever you are pitching to
Lands you coverage
Tips on Crafting a Successful Media Pitch
1. Focus on the Benefits
When pitching a story, you must focus on what your target audience can gain from it. When creating a media pitch, you must ask yourself why what you are saying matters and how it would interest your stakeholders. If your pitch does not have valuable information or insights that will help the readers, a journalist will not be inclined to accept your pitch and reproduce the content in their publication. Emphasize how your story or company news can impact the lives of your audience by researching them.
2. Know Who You’re Pitching To
When you have a particular idea about who will be reviewing your pitch, it is easier for you to tweak it in a way that catches their attention. Conduct research on journalists and reporters who will be interested in covering your story, based on their previous publications, and pitch to them. A journalist who writes about fashion will most likely not be interested in talking about the latest computer coding program.
3. Give Structure to Your Pitch
To create a successful media pitch, you must be mindful to structure it in a way that catches the attention of the journalist. Though most video pitches are informal, they must not be cluttered since that reduces your chances of earning good coverage. Start off by speaking about something related to the topic you are pitching on or the journalist’s past publications. Make sure to include the main talking points of your segment. Make sure to include statistics and your personal brand message.
4. Minimize Distractions
Whether you send a pre-recorded pitch to a journalist or have a live on-camera session with one, make sure that you are in a quiet space with the least amount of distractions. Make sure all background noises are minimized, and no one interrupts your pitch. If you have other people around, do not hesitate to lock your door and to put up a “do not disturb” sign.
5. Speak to the Camera
One common mistake people make when giving an on-camera pitch is looking at their screens rather than where the camera is situated. While I agree that your appearance on the screen or your audience’s video can be distracting, try your best not to look at your device. Instead, focus your gaze on the camera as if you are making eye contact with who you are pitching to.
Every media pitch you send is a chance for you to present your business to your audience and build positive relationships with them. Hence, you must do everything you can to get things right. The good news is that crafting a successful media pitch isn’t that hard; all you have to do is understand the audience’s perspective and personalize it to catch the attention of the right journalist.