There are a number of different pitch strategies or story hooks you can use when reaching out to a journalist for media attention. One of those is the How-to pitch. This works for all kinds of media, including television, radio, newspaper and magazine. Just think about all those articles you see in the Huffington Post or in your favourite magazines. The reason why this works is because it really helps an audience (viewers or readers) solve a problem they might be having. It allows you to be of service in the area of expertise you are best at. It allows you to craft a pitch that is clear, concise and efficient.
So when you are thinking about using the How-to strategy to pitch the media you need to think about a few things. Ask yourself a few questions…
What problems do people have that I know how to solve?
How can I share my expertise and help someone solve their problem in a clear and concise way?
How can I make the solution relevant, entertaining and informative?
Make a list and then work to make the story topic even more specific.
For example, maybe you help people deal with stress. It isn’t enough to pitch a story like “How to relax”, you need to be more specific. Maybe you pitch something like, “How to relax during tax season”.
Maybe your area of expertise is sleep, so it isn’t enough to pitch “How to sleep”. You need to get even more focused, think “How to make your bedroom ready for a perfect night sleep” or “How to get enough sleep on vacation” or “How to adjust your sleeping schedule after the time change”. Or maybe you are a roller skating expert (reference to the photo I choose) and you pitch “How to roller skating like a pro” or “How to roller skate and get a killer butt”
Always remember to keep the journalist and their audience in mind. Be sure to leave your ego at the door. You want to make sure your pitch is all about the audience and how you can be of service and NOT what is in it for you. You benefit by getting media attention and having the opportunity to reach a bigger audience.
