For PR professionals, mastering media pitching is essential to securing earned coverage. However, journalists often share frustrations about pitches that miss the mark. While PR pros are trained to “follow up or fail,” success starts long before the follow-up—it begins with crafting relevant, compelling pitches that align with a reporter’s needs.
If you want to strengthen your media relations and improve your pitching game, follow these key tips straight from journalists themselves.
1. Make Your Pitch Relevant
- Research the journalist’s beat before pitching.
- Personalize your email—mention their recent work.
- Ensure your story aligns with their audience’s interests.
2. Keep Pitches Short & Focused
- Grab attention with a clear subject line.
- Get to the point in the first few sentences.
- Provide key details—why it’s newsworthy, relevant, and who’s available for interviews.
3. Make Contact Info Easy to Find
- Include your phone number and email in your signature.
- Ensure your website has a clear press contact page.
4. Follow Up, But Don’t Spam
- A polite follow-up is fine, but excessive emails or calls can backfire.
- If there’s no response after two follow-ups, move on.
5. Build Genuine Relationships
- Engage with journalists beyond pitches—share and comment on their work.
- Be helpful even when it’s not about your client.
6. Focus on Storytelling, Not Just Press Releases
- Offer fresh perspectives, strong data, or human interest angles.
- Make your story timely and relevant.
A well-told story with real-world impact will always have a better chance of securing coverage than a dry corporate announcement.
Final Thoughts
Improving media relations isn’t just about sending more pitches—it’s about sending better ones. By focusing on relevance, brevity, accessibility, and relationship-building, PR pros can increase their chances of securing meaningful coverage.
Want to Level Up your PR game? Follow these media pitching best practices and start seeing better results today!
#PRPros #MediaPitching #MediaRelations #EarnedMedia
