9TIPS FOR PITCHINGTHE MEDIA

Having your company, product, or executive appear in an appropriate

publication is great marketing. That’s why billions of dollars are

spent on PR each year.

But if you want to target a specific publication, there are several tips to keep in mind.

Tip #1Target one reporter at a time.

Mention a specific article the journalist wrote and then explain why your company or product would be interesting for them to look at. Make certain to target the subject line of the email to help ensure that it gets opened.

Tip #1Target one reporter at a time.

Tip #2Use the tip line if the media outlet you are targeting has one.

Many news sites maintain tip

lines that you should take

advantage of when you have

important news.

Tip #2Use the tip line if the media outlet you are targeting has one.

Tip #3Help the journalist understand the big picture.

You make a journalist’s job much easier if

you describe the big picture of why your

particular product or service is interesting.

Often this helps you get mentioned in the

reporter’s future articles or columns about

trends in your space.

Tip #3Help the journalist understand the big picture.

Tip #4Keep it simple.

If you can’t explain what you do

crisply and intelligently without

using three-letter acronyms, few

reporters will engage with you.

Tip #4Keep it simple.

Tip #5Try Newsjacking!

Newsjacking is the art and

science of injecting your ideas

into a breaking news story to

generate tons of media coverage.

Use current events as hooks.

Tip #5Try Newsjacking!

Tip #6Explain how customers use your product or work with your organization.

If you can set up interviews with

customers or provide written case

studies of your products or services,

it will be much easier for journalists to

write about your company.

Tip #6Explain how customers use your product or work with your organization.

Tip #7Don’t send email attachments unless asked.

These days, it is a rare journalist

who opens an unexpected email

attachment, even from a recognized

company. Send plain-text emails

instead.

Tip #7Don’t send email attachments unless asked.

Tip #8Follow up promptly with potential contacts.

It will make you and your product

look bad if you don’t follow up

when you promise to, resulting in a

potentially large publicity loss.

Tip #8Follow up promptly with potential contacts.

Tip #9Don’t forget, it’s a two-way street— journalists need you to pitch them!

The bottom line is that reporters

want to know what you have to say.

They need things to write about.

Tip #9Don’t forget, it’s a two-way street— journalists need you to pitch them!

The rules have changed. Be smart about how you tell your story on the web—and about how you tell your

story to journalists.

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Learn more about the latest digital trends and how to reach your buyers directly.

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