Why you need to be pitching your business to the media
Who’s afraid of the big bad editor?
Look, I get it: reaching out to editors and trying to get good PR for your business can be intimidating and - if you’re not a journalist - it can also be hard to know where to start.
What do editors want?
How do you grab their attention without being annoying?
And where do you even find those elusive editors anyway?
But the thing is: forming those media relationships and putting yourself out there can reap enormous dividends for your business.
As a journalist and editor, I’ve seen how a single news article has sent businesses operating out of their owners’ garages into the stratosphere with just one well-placed article. More than that, thought, media coverage is like catnip for your SEO and public credibility, so the benefits of good media coverage to your business will go on forever.
I’ve even written some of those articles myself and - I’ll let you in on a little secret - those businesses weren’t that impressive or special. They were just the ones willing to put themselves out there.
What do editors want to see in a media release or pitch?
Take it from me: editors receive A LOT of emails and a lot of pitches from people they don’t know, all wanting their time and attention, and it can be challenging to cut through the slush pile.
But I also know from experience that about 70 per cent of media releases make one massive mistake: they focus on why the business wants the coverage rather than the benefit to the reader.
Focus on what difference your product or service is making to real people, and you’re already in that top 30 per cent.
From there, you’re going to want a few things to write a great media release or article pitch:
A catchy headline - the editor may or may not end up using it, but this is to capture their attention. Again, make sure it’s reader-focused, not business focused.
Novelty - what’s new or exciting that the editor hasn’t seen 300 times before?
Timeliness - why now? Can you hook it to the news cycle or a new study that has come out?
Broad appeal - how many people will care about your product or service? If it’s niche, go for niche publications to increase your appeal.
A tailored approach - make sure you’re tailoring your story for the publication you’re pitching. And make sure you tell the editor why you’re pitching their particular publication, why you think your story works for their audience, and what section you think your piece could work in.
Solid writing - nothing kills your chances more than a poorly constructed story. Check it for newsworthiness, grammar and spelling - and then have someone else check it too.
Make it as easy as possible to say yes - provide high-res images, sources for all data you’ve cited, and a phone number where you can be contacted. Editors work to tight deadlines and they don’t want to have to faff about or wait for you.
Don’t make this massive mistake
So you’ve sent off your article or media release, and now you wait. As a journalist and editor, I’ll tell you one massive mistake that public relations people and some journalists still make: they don’t follow up.
Sending your pitch out once is all well and good, but don’t be afraid to send an email three to seven days later (depending on the frequency of the publication) following up with the editor to ask if they are interested in publishing your piece.
You may even want to follow up again if you don’t hear anything. Nothing ventured, nothing gained. Follow-ups are expected in the industry, and you’d be surprised how many editors will come back with something like, “Oh yes, I saw that and have been meaning to get back to you…”
If you’re successful
Once you get an editor to say yes - HOORAY! - that’s just the beginning. There are a few things you will want to do from here to maximise your opportunities for more coverage and ongoing relationships.
Send a thank-you email to the editor. This is just the beginning of your relationship with that editor, and now they’re a warm lead for all future PR activities you might have.
Promote the article all over your socials, ensuring you tag the editor and/or the publication. Everyone loves a symbiotic PR relationship, and your editor will appreciate it. The more eyeballs that are on their publication, the better they look to their boss.
Reach out and connect with the editor on LinkedIn or Instagram (these are the two main places you will find editors, although some still love Twitter as well). Interact regularly, comment on their posts, and share posts or articles with them if you see anything they may like. And if you see them publishing anything relevant in the future, be sure to promote and share to keep on building that relationship.
Use your successful media outings in your future pitches, showing editors that your stories are newsworthy. Having a media page on your website can also add credibility for your brand.
Want some help with a media strategy? Or a PR expert to help you rise to the top of the slush pile? Our experienced PR team is ready to help.
Book a call to get started.
