Crafting Effective Media Pitches in 2024: Proven Strategies and Examples
Are you ready to master the art of crafting effective media pitches in 2024? Get excited, because we’re about to dive into proven strategies and real-life examples that will help you create compelling pitches that resonate with journalists and their audiences. By the end of this post, you’ll be equipped with the knowledge and insights to elevate your pitching game to new heights.
Short Summary
Crafting an effective media pitch requires knowledge of target audience, purpose, and research into relevant outlets.
Successful pitches require a compelling subject line, engaging opening to capture attention & value/newsworthiness for readers.
Customize the story while maintaining professional tone to build relationships with journalists and increase coverage chances.
The Art of Crafting a Media Pitch
Media pitching is an essential skill for PR professionals, marketers, and entrepreneurs alike. In an increasingly competitive media landscape, it’s crucial to stand out from the crowd and catch the journalist’s attention with a well-crafted pitch. To create a successful pitch, it’s vital to understand its purpose, know your target audience, and research relevant media outlets and contacts.
A media pitch is a targeted outreach to journalists, aiming to generate media coverage and build brand and press relationships. It provides an overview of the story, highlights its relevance, and distinguishes it from a press release, which contains more detailed information and facts. To write a media pitch, focus on its distinctiveness and significance, and ensure it resonates with the journalist’s readers.
Understanding the Purpose of a Media Pitch
The primary objective of a media pitch is to create media exposure, foster brand and press connections, and offer value to journalists and their readers. It’s important to emphasize the consumer issues addressed by your product or story, and its potential to address these issues on a large scale. This will help you demonstrate its newsworthiness and value to the journalist’s audience.
An effective media pitch generates high-quality organic media for your website and enhances your product value in the market by pitching relevant media contacts. To achieve a successful pitch, it should comprise:
A concise and compelling summary of the story
Pertinent facts
Quotes
Other accompanying materials, including attention-grabbing subject lines.
Knowing Your Target Audience
Identifying and understanding your target audience is crucial for crafting a pitch that resonates with them and captures their interest. To gain insight into your target audience, tailor your pitch to the journalist’s beat, reference past articles or coverage, and personalize and customize your media pitch.
Effectively interacting with your target audience involves maintaining a professional demeanor, being timely in your follow-up, and offering content that is both valuable and newsworthy. By doing so, you demonstrate your understanding of the journalist’s audience, and increase the likelihood of coverage.
Researching Relevant Media Outlets and Contacts
Investigating pertinent media outlets and contacts is essential in ensuring your pitch is delivered to the right people and raises the probability of coverage. When crafting your pitch, personalize it and emphasize any existing relationships. Journalists are always looking for noteworthy stories to cover, so create a list of individuals that may be interested in your story.
It’s also important to direct your pitch to the correct person, as individual journalists have their own specializations, known as a “beat”. By targeting journalists who typically cover topics or products similar to yours, you increase the chances of your pitch being noticed and covered.
Essential Components of a Successful Media Pitch
A successful media pitch consists of four essential components:
A compelling subject line
An engaging opening
Valuable and newsworthy content
A clear call-to-action (CTA)
Each of these elements plays a crucial role in crafting a pitch that grabs the journalist’s attention and encourages them to cover your story.
The subject line should be concise and attention-grabbing, while the opening should provide a brief introduction.
Compelling Subject Line
Journalists receive countless pitches every day, so an eye-catching subject line is vital for capturing their attention and increasing open rates. A good subject line should convey something newsworthy and of value to the journalist’s audience.
To create one, consider using words like:
“Interview Opportunities”
“Case Study”
“Samples”
“Exclusive”
Avoid clickbait and untrustworthy content, as this can harm your credibility and deter journalists from opening your email.
Engaging Opening
The opening of your media pitch sets the tone and lays the foundation for the rest of the pitch. An engaging opening hooks the reader and ensures they continue reading. To create an engaging opening, clearly articulate why your story holds value for the journalist and their audience, and present the relevant point immediately.
Remember that the hook of your email pitch should be prominently featured in the initial line of the email body. By doing so, you increase the chances of the journalist reading further and considering your pitch for coverage.
Providing Value and Newsworthiness
Providing value and newsworthiness in your pitch is crucial for increasing the likelihood of coverage and demonstrating your understanding of the journalist’s audience. To achieve this, emphasize the distinct features or benefits of your product or story, and provide a unique perspective on a relevant topic.
Including expert sources or recent quotes related to the journalist’s audience can also add credibility to your pitch and make it more appealing. By providing valuable content and showcasing newsworthy aspects of your story, you increase the chances of the journalist taking interest and covering your pitch.
Clear Call-to-Action (CTA)
A clear call-to-action (CTA) guides the journalist on the next steps and encourages them to take action. In your media pitch, the CTA should be concise and direct, providing the journalist with a clear understanding of what you expect from them.
Examples of effective CTAs include:
Inviting the journalist to download a product for review
Inviting the journalist to attend an exclusive event
Inviting the journalist to schedule an interview with an expert source
By incorporating a clear and persuasive CTA, you increase the likelihood of the journalist taking action and covering your story.
Analyzing Real-Life Media Pitch Examples
Analyzing real-life media pitch examples can provide valuable insights and inspiration for crafting your own media pitch ideas. By examining successful examples, you can gain a better understanding of what works and what doesn’t, and apply these learnings to your own pitching efforts.
By studying successful pitches, you can identify the elements that make them effective, such as a compelling pitch.
1) Product Launch
A product launch pitch aims to highlight the unique features and benefits of the product, making it appealing to journalists and their audience. For example, a successful product launch pitch for new enterprise tech software may include:
A subject line like “Introducing the Future of Enterprise Tech”
An introduction that highlights the unique features and advantages of the software
A call-to-action that encourages the journalist to download the app and write a review.
The key components of a successful product launch pitch include:
A captivating subject line
An intriguing introduction
A demonstration of value and newsworthiness
A distinct call-to-action (CTA)
By incorporating these elements, you increase the chances of journalists taking interest in your product and providing coverage. Here is a real-world example of a pitch that we created for Density which landed a feature article in TechCrunch:
Product Launch - Media Pitch Example
Subject: 10/7: Kleiner-backed A.I. startup Density launching Open Area
Hi Devin,
Your colleague Danny Crichton pointed me in your direction as news you may want to cover. Density has a really cool story. They provide antonymous real-time people counting using artificial intelligence alongside a SaaS platform for understanding how space is used. The company is stacked with talent and backed by the greats like Kleiner Perkins, Founders Fund, Upfront Ventures, Twitter's founder Dick Costolo, etc. Due to the pandemic, things have taken off (>revenue in 3M than all last yr) w/ businesses who need social distancing solutions to bring workers back to the office safely.
On October 7th, the company is launching a new product (only the 2nd since founding 7yrs ago). They've figured out how to capture anonymous 3D mapping of any open space using A.I., depth sensors, and infrared lasers with a brand new device they are calling Open Area. Short term-> maintaining social distancing in open offices during COVID. Long term-> trimming excess from real estate portfolios (>$1 trillion in unused leased space) as well as A/B testing the physical world to optimize experiences, sales, etc. in offices, retail, conferences, and so on. Businesses have no idea how space is actually used because this data hasn't ever existed before. A.I. is opening up new possibilities.
Here are some images/video of the new device, what the sensor actually sees, and their insights platform. Density's customers include Atlassian, Cisco, JPL, Delta, Microsoft, Marriott, Pinterest, Hello Fresh, dozens of universities like Harvard, and many more. Let me know if you're up for reviewing the press release? Embargo is 10/7 at 8am PT.
Best,
Justin Mauldin
2) Expert Commentary
An expert commentary pitch offers fresh insights and perspectives on a relevant topic, positioning the expert as a valuable resource for journalists. In this type of pitch, emphasize the expert’s credentials, unique viewpoint, and how their commentary can add value to the journalist’s story.
For example, an expert commentary pitch on the impact of climate change on agriculture might include:
An introduction that highlights the expert’s background in environmental science
A summary of their unique insights on the subject
A call-to-action inviting the journalist to interview the expert for their upcoming article
By providing valuable content and showcasing the expert’s knowledge, you enhance the likelihood of the journalist incorporating their commentary into their coverage. Here is a real-world example of a pitch that we created for Flexport which landed feature articles in TechCrunch, Inc., and Forbes:
Expert Commentary - Media Pitch Example
Subject: How One Company Is Changing An $8.3 Trillion Transportation Industry
Hi Josh,
What if I were to tell you that one of the world’s largest industries has remained largely unchanged for the last 25 years? As the internet and mobile have disrupted nearly every industry on the face of this planet, freight remains one of the last firmly rooted in the ways of the old world: relying on physical rolodexes, fax machines, phone calls, and reams of paper spreadsheets.
Why is that important? Because logistics have gotten exponentially more complicated. The shipping demands are getting faster (2 day → 1 hour) and the current crop of companies tasked with getting shipments from point A to B (aka freight forwarders) are still operating in 1990. They have completely resisted change (the internet, mobile, the cloud, IOT) and have instead clung to their monopolies. The incumbent companies are massive (Kuehue Nagel did $20B in revenue last year) and many have been found guilty of illegal price-fixing.
No one has been crazy enough to challenge them until recently. One of my clients Flexport (a Y Combinator graduate) raised their $20M Series A this past August to modernize the global shipping industry. The company has grown its revenue 25% monthly every month since November 2013. Their founder and CEO, Ryan Petersen is a brilliant three time entrepreneur who speaks five languages and started his first business at 18. He left behind two other extremely successful businesses because the problems they were solving weren't large enough; they weren't going to change the world.
Ryan believes Flexport will and many other smart folks (Peter Thiel, First Round Capital, Google Ventures) do too. Let me know if you're up for exploring a story on an underdog who is taking on the “Comcasts” of the high seas.
Best,
Justin Mauldin
3) Event Promotion
An event promotion pitch showcases the newsworthy aspects of the event and provides journalists with exclusive access or opportunities. In this type of pitch, highlight the event’s unique selling points, its relevance to the journalist’s audience, and any exclusive opportunities, such as:
Interviews with key speakers or performers
Behind-the-scenes access to the event
Exclusive previews or sneak peeks
VIP experiences for journalists
By accentuating these aspects, you can increase the chances of getting media coverage for your event.
For example, an event promotion pitch for a charity fundraiser might include:
Subject: “Exclusive Invitation: Celebrity Charity Gala”
Introduction that outlines the event’s purpose and notable attendees
Call-to-action inviting the journalist to attend the event as a VIP guest
By highlighting the event’s newsworthy aspects and providing journalists with exclusive access, you increase the chances of obtaining media coverage and creating a compelling news story for the event. Here is a real-world example of a pitch that we created for Superlayer which got media attendance from Axios, Fortune, TechCrunch, Coindesk, and CoinTelegraph:
Event Promotion - Media Pitch Example
Subject: Consensus dinner w/ SuperLayer, Polygon, a16z crypto, and others?
Hi Tracy,
I hope you're having a nice Friday! I wanted to reach out in case you're planning to attend Consensus this year? If so, I'd like to personally invite you to join us for an evening alongside some of the brightest minds in web3 including folks from SuperLayer, Polygon, and Standard Crypto. We are also talking to a16z crypto and The Sandbox who may join as well. Despite the bear market, everyone is looking forward to what comes next and discussing some of the most interesting web3 opportunities shaping up this year. Since we're still pretty far out, details on when/where are still being worked out. However, I wanted to make sure I sent you this dinner invitation early on because many of your coverage areas and interests overlap with their investments. It should be a really fun evening and I promise the food will be good too :)
Let me know? Enjoy your weekend!
best,
Justin Mauldin
Tips for Personalizing and Customizing Your Media Pitch
Personalizing and customizing your media pitch is essential for increasing the chances of getting published and building strong relationships with journalists. In this section, we’ll discuss media pitching strategies for building relationships with journalists. Tailoring your pitch to their beat and referencing past articles or coverage are key components of this process.
When crafting your PR pitch, it’s important to consider the following factors.
Building Relationships with Journalists
Building relationships with journalists is a crucial aspect of successful media pitching. To do so, engage with their work, provide valuable content, and maintain open communication. By showing genuine interest in their work and offering insights that align with their interests, you can foster strong connections and increase the likelihood of coverage.
One effective strategy for building relationships with journalists is pitching one by one, as it yields greater value and increases the likelihood of success. Additionally, being responsive to their inquiries and providing prompt, accurate information demonstrates your professionalism and commitment to working with them.
Tailoring Your Pitch to the Journalist's Beat
Tailoring your pitch to the journalist’s beat demonstrates your understanding of their interests and increases the likelihood of coverage. Here are some steps to follow.
Research the journalist’s previous work.
Familiarize yourself with their style.
Craft variations of your story that prioritize the most pertinent elements for their beat.
Referencing a recently-published piece related to your media pitch topic or explaining how the pitch fits into their editorial calendar can also be beneficial. By doing so, you show that you have done your research and genuinely care about collaborating with the journalist.
Referencing Past Articles or Coverage
Referencing past articles or coverage in your pitch shows that you’ve done your research and are genuinely interested in collaborating with the journalist. By aligning any provided statistics, insight, or information with the reporter’s current beat and interests, you demonstrate your understanding of their work and increase the chances of coverage through relevant news pegs.
In addition to referencing past articles, you can also provide a personal touch by giving a shoutout to the journalist and mentioning any successful collaborations in the past. This approach can help solidify your relationship with the journalist and increase the likelihood of a positive response to your pitch.
Following Up on Your Media Pitch
Following up on your media pitch is essential for maintaining relationships with journalists and increasing the chances of coverage. In this section, we’ll discuss strategies for timing your follow-up and maintaining professionalism in your subsequent communications with your media contact.
Timing is key when it comes to follow-up. You should wait at least a few days.
Timing Your Follow-up
Timing your follow-up appropriately is crucial to ensure you don’t overwhelm the journalist and give them enough time to consider your pitch. For optimal results, it is suggested to pursue a media pitch midweek, between Tuesday and Thursday, and wait at least 2-3 days before sending a follow-up email.
In your follow-up, remain concise and courteous, using a clear and direct email subject line. This demonstrates your professionalism and respect for the journalist’s time, increasing the likelihood of a positive response and coverage.
Maintaining Professionalism
Maintaining professionalism in your follow-up communications demonstrates your respect for the journalist’s time and increases the likelihood of a positive response. In your follow-up email, be concise and courteous, providing the journalist with any additional information or updates they may require.
Additionally, be aware of the recipient’s interests and give them at least 24-48 hours to open the pitch before following up. By doing so, you show your understanding of their workload and deadlines, and demonstrate your commitment to working with them in a professional manner.
Persistence Pays Off
With PR, we walk a fine line between slipping away into the inbox ether and annoying reporters with constant communication. However, the vast majority of PR falls short because the follow ups stop after one email. From personal experience, the vast majority of Salient PR client wins fall into two scenarios: 1) We send a pitch and get a positive response within 24 hours. 2) After repeated follow ups (~third attempt) the reporter responds with interest and gratitude for the repeated follow ups.
That's not to say this approach is perfect. Anytime you email someone three or even four times you run the risk of angering them. I've gotten some pretty harsh responses telling me to get bent and while that never feels great, it's part of the job. You need to have a thick skin if you're going to uncover all the potential avenues of success.
Summary
In conclusion, crafting effective media pitches in 2024 involves understanding the purpose of a media pitch, knowing your target audience, researching relevant media outlets and contacts, and incorporating essential components such as a compelling subject line, engaging opening, valuable and newsworthy content, and a clear call-to-action. By analysing real-life media pitch examples, personalizing and customizing your pitch, and following up strategically, you can increase your chances of getting published and build strong relationships with journalists. Now that you’re equipped with these proven strategies and insights, go forth and elevate your media pitching game to new heights!
Frequently Asked Questions
How do you write a good media pitch?
To write a good media pitch, begin with a captivating lead, include a call-to-action and value proposition, demonstrate why the story is important, connect it with the target audience, and end with a clear conclusion.
Make sure to keep it short, concise and relevant in order to grab the reader’s attention.
How do media pitches work?
Media pitches are brief communications, usually sent via email or direct message, that suggest a news story to an editor. Through a pitch, one hopes to generate media coverage and determine if there is interest in the proposed content.
Pitches should be concise and to the point, and should include all the necessary information to make an informed decision. They should also be tailored to the specific outlet and editor, and should include a clear and concise message.
What is the structure of a media pitch?
Begin the pitch with an interesting statement that explains why the story is relevant and newsworthy. Outline the five w’s (who, what, when, where and why) of the story, followed by a call to action.
Finally, highlight why you are a credible source for the information.
What is a media pitch for a product launch?
A media pitch is a personalized letter or email pitch to editors, PR agencies, and reporters that narrates your product story and strategy. It helps you bond with external media houses to promote your brand and content.
By crafting a compelling media pitch, you can create a strong impression on the media and increase the chances of getting your story published. It should include a clear and concise description of your product, its features, and the value of your product. Do not just send a press release.
What is the primary objective of an effective media pitch?
The primary objective of a media pitch is to generate media exposure, build press relationships and offer value to journalists and their readers.
How many times should I follow up when media pitching?
At minimum, you should follow up two times and at most three times. Never exceed that because you venture into territory of hurting your reputation and the company you represent.
Does media pitching include calling?
Yes! It can. Some media respond back with their number and expect you to call. It can be scary getting on the phone with a reporter if you aren't prepared, but take heart. If they want you to call, it's a good sign!
However, cold calling is something that should be avoided.
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