So you want to get free media coverage, and you have a great person/place/thing, but you’re not sure how to pitch a reporter. That’s okay! Here’s the big secret: reporters are constantly looking for fresh, new stories they can cover. They need you just as much as you need them. But be mindful of the news cycle – you don’t want to send a busy California journalist a story while the state is engulfed in wildfires, or a political reporter during the election. Otherwise – here are three tips on how to write a good media pitch, whether you’re looking to land print, digital, or broadcast. Plus – if you subscribe to my email newsletter (at the bottom) you’ll receive my FREE template for pitching a reporter.
- Know the Publication You Want to Pitch
Familiarize yourself with the outlet you want to be featured on! If you’re niche is holistic wellness products, you’re looking at a much different audience than an MD talking about pharmaceuticals. Read some of the content – what sort of voice do they use? Is it more formal, or casual? Have they already covered a topic similar to your own recently? All of these things are important to take into consideration when choosing what outlet to target for your pitch. - Write the Story
Journalists are busy. If you can deliver a packaged story wrapped up in a red bow – you’re halfway there! Make sure to answer all of the important questions: the who, what, when, where, and why. You don’t want to make your pitch too long – a couple paragraphs, max – but make sure it’s a story, and not just an idea. Example: A story is how your specific product helped you sleep better. An idea is “how to get better sleep.” - Tie it to a “Peg”
A peg is something that makes your story relevant: i.e.: it’s Earth Day and you’re promoting biodegradable trash bags. This is a great way to give reporters a timely story with “news you can use,” or otherwise known as a convenient tip for their readers. Take caution with this approach, as you need to pitch far enough in advance to get on the schedule. Additionally, some reporters prefer “evergreen” content, which means your article can be read any day, any time (a 4th of July story doesn’t do as well in December!).
I’m giving away a FREE pitching template (just fill in the blanks and you’re ready to go) if you sign up for my newsletter, here. Shoot me an email and let tell me what you’re pitching! kimdahlgren@icloud.com
Kim Dahlgren 