TEN THINGS TO KNOW WHEN PITCHING TO THE MEDIA

Successfully pitching a story to the media requires planning and strategy.

We’ve worked on both sides of the media fence, from news to PR.

We know what it takes to get a story covered.

Below we break down the top ten things to know when pitching to the media.

1) EARNED MEDIA IS NOT PAID FOR

Did you know your brand can get exposure on the news or in publications for FREE? This is a huge opportunity a lot of brands don’t take advantage of, and they should! However, scoring a public relations opportunity requires a strategic approach.  

2) REPORTERS OWE YOU NOTHING

Earned media is just that. It is not paid for. Make sure you have a story worthy of being on the news-- not a blatant advertisement. News outlets have to maintain credibility through objective reporting. Sell them on a newsworthy pitch that also subliminally scores exposure for your brand.  

3) YOU MUST OFFER VISUALS AND INTERVIEWS

The news is a visual medium. You cannot pitch a story and not offer at least one subject matter expert to be interviewed. You cannot pitch a story and not offer an opportunity for the news crew to capture supporting b-roll. For publications, either provide high-quality photos or offer an opportunity for a photoshoot.

As a former reporter, I cannot tell you how many times people pitched stories without any supporting visuals or subject matter experts available for interviews. In those cases, it was always a hard pass. They gave me nothing to work with.

4) MAKE IT EASY FOR THEM

The easier you make their job, the more your chances of coverage increase. On top of coordinating interviews, b-roll and photo opportunities, sometimes it makes sense to also shoot some b-roll for news crews. Generally speaking, news organizations like to shoot their own video to maintain integrity of the story, but if it’s a fluff piece and you do all the leg work, this extra step could grant you coverage.

I’ve seen stations cover stories they otherwise wouldn’t, because the stories were practically written and shot for them. It was an easy win. The stories might’ve not made the A Block of the newscast, but they did turn into a 15 second voice over (VO), or a story for the web or social media— and that’s way better than nothing! This level of exposure is incredibly valuable, as your brand is getting in front of an audience of millions of people.

5) BE FLEXIBLE

Imagine this scenario…

You pitch a story to a local news station and they bite. The reporter says she’d like to do the interview in one hour. You respond, “I’m sorry, I won’t have anyone available to speak at that time. Can we do it tomorrow?” Chances are the reporter will pass on the story and you’ve lost your opportunity.

You must be prepared to act quickly. The news will not wait for you. Reporters need a story to cover today. Who knows what news will break tomorrow? And, by then, your story could be old news. Flexibility is key.

6) IT MATTERS WHO YOU PITCH TO

Securing PR opportunities really is an art. You have to understand how the news business works and be familiar with the players to succeed. Don’t blindly pitch to just any reporter. Strategically pitch stories according to interests and experiences. This will increase your chances of getting coverage.

For example, I’ve successfully pitched a Christmas event to a reporter I knew was OBSESSED with all things Christmas. I’ve also successfully pitched a pediatric cancer story to a reporter whose brother battled cancer as a child.

Get to know reporters and what makes them tick. Some work on beats, meaning they repeatedly cover specific subjects, like health care or business. For example, if you’re pitching an education-focused story, find out which reporter works the education beat.  

7) TIME YOUR PITCHES RIGHT

There are two important considerations when it comes to timing— assignment meetings and news pegs. 

If you plan to pitch a story for coverage today, learn when assignment meetings take place. Reporters operate in three shifts—morning, dayside and nightside. There is an assignment meeting for each shift. Dayside reporters cover the afternoon, 5 and 6 p.m. newscasts, while nightside reporters cover the evening newscasts. Find out what time the assignment meetings take place and be sure to make your pitches accordingly. Reporters survive by solid story ideas in these pitch meetings. If you pitch a good story to a reporter ahead of one of these meetings, chances are they’ll gladly pitch it to the newsroom. This increases your chance of coverage.

A news peg or hook is what makes your story timely and creates a sense of urgency to cover it. For example, if you’re a tree service and there’s been a recent storm, reach out to stations about a story on downed trees. Another example— if you’re a local gym or dietician and the new year is approaching, pitch a story about healthy lifestyle changes.

News outlets love a good hook. We can help identify a strong one for your brand’s pitch!

8) GET TO THE POINT

No reporter likes a long-winded email pitch or press release. Remember, you’re not the only brand in town vying for coverage. You’re competing with hundreds of emails entering the newsroom on a weekly basis. Reporters are working under tight deadlines and overwhelmed with messages from viewers.

If you want them to get back to you-- get to the point, be concise and don’t waste their time pitching non-stories. If you pitch non-stories, your pitches will eventually fall on deaf ears. Pitching is half the battle. Successful PR managers work to build and maintain a foundation of trust with reporters.

When it comes to pitches, reporters really just want the who, what, where, when and why. Media advisories are your best bet. Most reporters don’t care for press releases, as they’re, oftentimes, long-winded. Press releases are best-suited as supplemental information for reporters to reference at events or press conferences.

9) TELL THEM WHY THEY SHOULD CARE

Remember, your audience is the general public. Reporters have this in mind when determining if something is newsworthy. In crafting your pitch, ask yourself why they should care? How does this affect the community? If you can reason this, you’re headed in the right direction.  

10) SELL SUBLIMINALLY

Don’t lead with, “Hi, I’m a brand selling X and was hoping you would do a story on my product.” This is an immediate no. We understand why you want coverage. It’s ultimately to help support your business, but don’t sell it that way. That feels icky and unethical to reporters whose goal is to objectively inform the community.  

Instead, craft your pitch so that it benefits the reporter and the community. For example, “Hi, I’m with Amazing Tree Removal Service. In light of the recent tornado damage, we’re experiencing an influx of service requests. We know your station is working hard to cover the impact of the storm and appreciate all you’re doing to keep the community informed. You’re welcome to ride along with us on a tree removal job today. We have a customer who is willing to talk on camera, as well as one of our technicians.”

This is a much better sell. If you get coverage, your brand gets mentioned on the news, exposing it to millions of viewers. Keeping your brand top-of-mind is the goal so that when people are in need of a service like yours, they think of you first.

NEED HELP NAVIGATING YOUR PITCH?

The PR experts at Coghill Communications will position your pitch for success.

Contact us today to get started.