How to MegaPhone Your Story to Journalists without Annoying Them: Comprehensive Guide
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Securing notice from a
journalist is almost as difficult as creating a metal bottle with lightning in
it. The journalists' inboxes are jammed with a huge number of pitches every
day; black and white, most of the emails are deleted quicker than saying "pressrelease". The bitter truth is, the majority of PR practitioners and
marketers are making the same mistake, and the journalists have had enough of
it.
Know
What Actually Makes News
Journalists don't want
another boring press release or authored article about a product launch or
common development that is everywhere. They're hunting for stories that matter
and that have something unique. Thought leadership pieces offering unique industry
insights? Absolutely. Expert commentary on trending topics? Yes, please.
Data-driven analysis that challenges conventional wisdom? Now we're talking.
Before hitting send, anyone pitching should ask themselves whether this adds
real value to the conversation. If it's just corporate fluff dressed up as
news, back to the drawing board.
Timing
Is Not Only Important But Also Everything
Presenting an idea at the
end of the workweek, 4:45 PM on Friday, is in effect begging for it to wind up
lost in the noise. The mornings from Tuesday to Thursday are the best times for
that matter; it is the period when journalists are actively working on their
editorial calendars. For positioning a company as a market leader through
opinion pieces, timing is key to riding on the industry's hot trends, not three
weeks later, when everyone else has already written about them.
Personalisation
Means More Than Using Their Name
Mass emails are, in fact,
so obvious that they can be spotted by journalists from a great distance.
Respecting a journalist's work by taking the time to read his/her recent
articles for ten minutes is a nice gesture. Pitching an executive's view on AI
to someone who is covering retail fashion? That's nothing but laziness. Being
aware of a journalist’s area of interest and recommending truly pertinent
expert sources or novel angles significantly impacts the work.
Write It Concisely
A pitch that requires
scrolling through is considered too long already. The subject of the email has
to be not only straightforward but also attractive and non-deceptive at the
same time. In the case of thought leadership pitches, beginning with the contrarian
idea or the unexpected data point right away gets the attention of the audience
immediately. The journalists value conciseness, as their time is precious and
their focus is restricted.
Offer
Real Value, Not Just Promotion
The most effective
pitches give reporters something that they truly require: upfront numbers,
entrances to experts that are not easy to get to, or new points of view on the
changes in the industry. The so-called "thought leadership" only
works when it teaches or confronts, never when it is just a thinly disguised
commercial. The stories from the industry will attract attention if they
uncover the trends that are still unknown to competitors.
The
Bottom Line
Pitching successfully is
not a matter of just sending a lot of emails or being very persistent. It is
the high-quality, relevant, and respectful approach to the journalist's beat
that will eventually be successful. The experts at TYC have the knowledge and skills to ensure
your brand is able to get the attention you deserve in the media through
strategic media relations and reputation management. Contact us today to start your PR journey.
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