Designing an excellent PR strategy, drawing its outlines, boundaries and preparing all steps effectively, identifying the most relevant news, creating press releases with high newsworthiness, preparing a targeted media list, may not be enough should we get the implementation of the media pitch wrong.
The media pitch, in fact, represents a vital ingredient within a PR and Media Relations effort: it is the Mode through which journalists and media are contacted.
This is an email (or phone call) with which you try to catch attention of our interlocutor, to "transport" it to thein-depth study Of the news we are reporting.
Without a suitable media pitch we will probably not arouse the journalist's interest in the communication we are conveying. This, in a practical way, means not getting publications, articles, interviews, mentions, in the media.
For this reason, it is essential to take care of every single word That is part of this "tool."
Even a single word wrong in the subject line of an email sent to a journalist could mean that message is not opened and thus undermine the PR effort.
After this introduction, it is in any case necessary to emphasize that there is no perfect recipe for building the ideal media pitch. More importantly, since we are not dealing with an exact science, we cannot turn the spotlight on "universal" rules in this area. Also, with a good dose of honesty, it is essential to admit that a media pitch might be considered suitable for one journalist, but not be suitable for another colleague.
With this level of awareness, therefore, it is possible to say that the most relevant aspect, at the methodological level, is related to the concept of "CARE“.
Attend to every word, every comma, every bold, every period, every parenthesis.
There the game is played. And it is definitely not an easy game, because the competitors playing on the same ground are many (and prepared).
The elements of a media pitch
Approach media pitch writing with this approach (i.e. attention to every single word) is the first step, but some "technicalities" cannot be left out as well.
In the diagram below you can see a summary of the main components that characterize and shape the text in question.
The care of each individual element will have to start precisely from theobject Of the email. Underestimating its importance may lead to lackluster results. The subject line is the first hint; it is equivalent to the first glance. And time is always scarce: if a journalist doesn't find something potentially interesting for his or her work in those few words, then he or she will go to the next email and not come back.
Another element to pay attention to is the body of the e-mail. In these lines the reader must find the heart of communication, that is, the news, and must somehow perceive that it is something that "can be trusted."
Data, numbers, names of valuable partners, results: anything that can support a news story, giving it concreteness (and reassuring journalists, giving "guarantees"), should be placed in this context.
Breaking down the media pitch
- SUBJECT
Here are some concrete examples related to the first part of the object of a media pitch:
[PRESS RELEASE - ARTISAN ENTERPRISES] - [PRESS RELEASE - E-COMMERCE] - [PRESS RELEASE - NEW APPOINTMENTS] - [PRESS RELEASE - AUTOMOTIVE TREND] - [PRESS RELEASE - ONLINE TRAINING] and then you can report, for example, the title of the press release.
Ex. [PRESS RELEASE - ONLINE TRAINING] - X research reveals 2020 trends
- FIRST LINE.
In the first line of the email reported the focus with (brief) insights.
The news should be in the first line (and the subject line).The purpose is to lead the reporter to continue reading.
- CENTRAL PART.
Data relevant, information curious, explanation more detailed of the focus of your communication.
- FINAL PART.
Emphasize the presence of attachments and make yourself available for further study.
Ex. I attach press release and photos.
And never use phrases such as, "with request for publication."
Customization
Customize email for the individual journalist also allows you to cite a possible link.
"Ex. Good morning X,
I had a chance to read your article (link).
I thought I would contact you to report similar news..."
In addition, personalize the email for the individual journalist also allows you to resume that same email To follow up 5-6 days after the first submission (in case the reporter does not respond to the email).
Some steps to follow
- The media pitch should have a FOCUS (corresponding to the one in the release - a central topic/news item)
- The media pitch should be brief (newspaper reporters also receive +200 emails a day)
- Be personalized (no sprinkle mailings)
- It must contain keywords to attract the attention of the journalist contacted
- Subject and first line Of the email are critical
- If your communication does not report company-focused content, but brings to light data or your vision with respect to your industry, you can emphasize in the subject line that "An analysis of X reveals future trends regarding Y."
- Highlight in bold the keywords
- Do not insert images in the body of the email
During the process of writing the media pitch, always remember that every single word has a huge weight and must be placed in the right context and handled with care.
