OK, we have talked about pitches that fail to impress but how do you craft a pitch or press release that hits the mark?
How do you get noticed? How do you make it past the pile of press releases, emails and stories?
There are a few things you need to think about when you have a company, product, service or story to share with the world – or at least your favorite magazine or News program.
1. Be creative. Be authentic. Be YOU!
You have to think outside the box a bit. You need to make sure you are making yourself stand out, making sure your release stands out.
2. Be Clear and Concise
Don’t send two to three pages of dense copy. As a news producer and editor these were often the releases I passed on most often mainly because I didn’t have the time to read it. Be efficient with your words. You want to make sure you are getting to the point quickly so that you hook the reporter/producer early. Don’t waste their time or yours. Remember you can always send a longer release once the producer or editor is interested.
3. Headlines Are Important/Great Subject line
Think about what is great about your product, service, company and tell me about it right off the top so I don’t have to go searching for it. Be creative but it’s not about overselling. Be honest but you want to make sure you are sparking the producer/reporter/writers interest in what you have to say.
4. Hook Them – The Why Do We Care Factor
The best way to get your product, service, company or story noticed is to include that “why do we care” factor. To do that you need to hook it to something happening in the news. For example, the weather is getting warmer and people are starting to think about summer vacations and travel and you have a service, book or blog that focuses on travel or traveling with kids, so send the producer or reporter a quick release on some news-you-can-use tips on how to travel stress free. It is all about telling me why I should care.
5. Keep in touch BUT don’t be a pest
Keep in mind that in my case, when I was a television producer, the newsroom was a busy place. Newsrooms are always busy places. The news is always moving and changing, so a producer might not have the time to get in touch on a Wednesday afternoon right before the 6 o’clock newscast but might have some time on a Friday morning. Make sure you keep in touch with a quick email, maybe say you will check in with my on Thursday night for a quick phone call. Be available and be flexible and understand the nature of the business you are targeting (i.e. news television, radio, newspaper or magazine)
6. Be Persistent
Just remember if you are reaching out to a busy newsroom you might get bumped for news of the day if your story is something that can wait. Don’t get discouraged. Sometimes the timing isn’t right but if you keep in touch the producer or reporter will likely find time and room for it again soon.
If they liked it the first time they will like it later.
Every newsroom is different. You need to know who you are pitching and why. Sometimes ( well actually a lot of the time) how stories get selected is completely personal and specifically tailored to the show and station a person works for so what isn’t right for one person, could be perfect for someone else.
