by Linda Pophal
At least once a week – maybe more often – a colleague, prospect or client will say to me: “I can’t understand why the media won’t run a story on my…” Well, there may be a number of reasons. Here are 5:
1) What you’re pitching to them really isn’t news. The news media isn’t in business to provide you with “free advertising.” Particularly in these tough times for traditional journalism, media outlets are looking for more – not less – advertising revenue. Your pitch needs to be “newsworthy” or it simply won’t be run.
2) You’re pitching to the wrong outlet – or wrong individual. Today email news release services are everywhere and they can be great to get your message out quickly, inexpensively and broadly. It’s the “broadly” that can create problems. The less “tuned in” your message is to a particular media outlet, the less likely it is to be “picked up.”
3) You don’t know how to pitch. Whether crafting a news release, sending a quick email pitch or simply picking up the phone to contact a journalist, your focus needs to be on their needs, not yours. It’s no different than when creating advertising messages – or any communication messages for that matter. What’s in it for them?
4) You’re too pushy or demanding. Pitching means “suggesting” a story, not “requesting” or “demanding” one. That’s a subtle, but very important, distinction. Being too pushy also involves attempting to exercise too much “editorial control.” Don’t say: “Here’s what I’d like you to include.” Don’t ask: “Can I review the piece before it’s run?”
5) Your timing is off. Sometimes while you may have a great idea, it’s just not the right time. Maybe because some other “bigger news” makes your information less timely or relevant. Maybe because another similar piece was recently run.
The bottom line – media coverage doesn’t just happen because you send out a news release.
To pitch effectively you need to:
- Identify specific media outlets with audiences who need/want to know what you have to say.
- Target specific editors whose job it is to “cover your beat.”
- Focus on “newsworthiness” not self-promotion.
- Make the editor’s job easy by being accessible, forthcoming and “on target.”
Are you having a tough time getting your name in the news? Maybe it’s time to rethink your approach. Focusing on what journalists need from you instead of what you want from them can be a good place to start.
Recommended Reading
The Everything Guide to Customer Engagement
Tags: Journalism, media pitch, media relations, news release, pitching the media, pr, press release, public relations, working with the media