Are you an industry leader or an expert in your field, but your competitors are constantly getting coverage in the media and you aren’t? It’s likely your competitors are pitching their business directly to the media. If you aren’t already pitching for your business, it’s time to learn how to deliver a good, newsworthy pitch.
It is rare for a journalist to reach out directly to you for a comment. Your best method of getting some media attention is taking matters into your own hands and approaching the media yourself. To capture the attention and interest of a journalist, you have to craft a good story idea to pitch out to media.
What do journalists deem newsworthy?
Have you ever wondered why a story was in the news? What made that story worthy of being published?
It all comes down to news value. For a story to be considered newsworthy it should consider the following elements:
- Is the story new and current?
- Does it feature an element of prominence?
- Does it evoke an emotional response?
- Will your story have an affect or impact on certain people?
- Is your story relevant to the area/publication you are pitching it to?
Become a trustworthy source
Journalists will not publish information that is incorrect or deemed untrustworthy. If you have a story idea, make their job easier by doing your research and backing up your story with relevant statistics.
Make sure the research or statistics you use are up to date and come from a reliable source. Information should be cited from a study or survey conducted preferably within the last year.
Add your unique insight
Incorporating a unique perspective into your pitch is a great way to add interest to your story. Nobody has the same experience or perspective as you, and this can be used to your advantage.
What makes your story unique? Think about what makes your business different and what your business does that sets you above your competition. It’s these ideas that will capture the interest of the media.
Use the subject line to your advantage
Don’t waste the small amount of characters that you have in your email. Take this window of opportunity and grab attention with your subject line. You want to stand out in their crowded inbox, therefore simple and unimaginative subject lines aren’t going to cut it.
Once again, consider the newsworthy elements of your story and condense it into your subject line.
Easy to read
The layout of your email pitch should be focused on being easy to read and to the point. As journalists often don’t have time to be reading an essay, it’s important to break down your story into something that is easy to digest.
While it’s important to give the journalist all the information that they need, carefully consider what paramount to your story.
Try out these tips for writing a good email pitch
- Introduce your idea. The first line of your pitch should sum up your story and its newsworthiness. For example: “Hi, with diabetes awareness month coming up, I thought may interested in a story about how to reduce your risk of diabetes…”
- Include your statistics. This is where you can support the ideas and claims in your story by supporting them with relevant and interesting.
- Give the journalist some ideas for your story. Try including some dot points on what they could include in the article. Following on with the diabetes awareness month example, some idea suggestions could include:
- A healthy diet
- An active lifestyle
- Regular check-ups with your GP
The key to a good media pitch focuses on what sets your business apart from your competition and what newsworthy qualities of your business could be pitched to the media. Crafting a newsworthy story and capturing the attention of the journalist can be difficult, but it is a skill that will greatly benefit your business in the long run.
Get more social media tips in this FREE ebook:
Sydney Social Media and Public Relations Agency, CP Communications blends cutting edge offline and online PR and social media to help you gain a competitive advantage. Contact us today. For more great tips visit our website www.cpcommunications.com.au.