Want to know how to successfully pitch the media? It is simple really.
DON’T MAKE IT ALL ABOUT YOU!
Yup, that’s one of the best ways to get you and your business featured in the media.
Here is the thing about the media, they don’t really care about you. I don’t say that to be mean. I say it to be brutally honest with you. What producers and reporters care about is their audience. They care about the people (their clients) who read their newspapers, magazines and websites or who watch or listen to their broadcasts. That is their sole concern. They want to provide great content, tell great stories, information, entertain, educate and engage with their audience.
IT ISN’T ABOUT YOU!
It isn’t about helping you promote your business. It isn’t about you being able to reach more clients and customers. It isn’t about you growing your business. Those are all things you will get out of leveraging the power of the media, BUT the media doesn’t care whether that happens for you or not. Once you figure that out and can get past your need to make it all about you, your business and what you get out of being featured in the media, you will have success with your pitches.
So how do you make your pitch about them rather than you?
- Know who you are pitching – Make sure you are sending targeted pitches. You want to make sure you are reaching out to the right person. You are trying to make that producer or reporters job easier. You need to send them stories they can use and are interested in. Don’t waste their time by sending them the wrong pitch or story.
- Write the story for them – What I mean by this is try to write your pitch in the tone and style of the show/broadcast/newspaper/magazine you are pitching. Make it easy for the producer/editor/reporter to see the story/pitch is the right fit for them. Make sure you provide photos, tips, possible boards for broadcast and possible products for show and tell. You want to show the producer or reporter you know what they need and can provide all the elements to make the feature or segment a success.
- Be accessible – Make sure when you do send the email/pitch you are around when the producer or reporter gets back to you. Don’t fire off an email on a Friday and then go away for the weekend and unplug from your devices. You need to be prepared for anything. They may email back on a Friday afternoon wanting you to be available for a Saturday morning segment. This also goes back to #1 on this list. Know who you are pitching! For example, most newsrooms are 24/7 so if you are pitching to someone in a newsroom you need to be ready for anything, anytime.
- Be Ready – Again, you need to know who you are pitching and be prepared and ready for when the media does come calling. I have had times in my career as a producer and editor when I have reached out to people to interview them or have them on the show who say “well, I don’t have time today, how about tomorrow?”. If you are not ready for the media to call then why did you reach out to be featured? Be upfront about your availability. Be proactive and state in your pitch when you can be available.
- Be Professional – Remember this isn’t about you for the media so don’t be a diva. Be professional and courteous, especially to studio crew and anyone who works behind the scenes. They can be a lifesaver for you! Remember your media appearance is always about creating and providing great content for the audience. If you do that what you get out of it in the end is serving an audience full of potential customers and clients.
Being featured in the media builds your street cred. You get to increase your KNOW, LIKE, and TRUST factor.
Remember, don’t approach the media with a “What’s In It For Me” attitude. Instead, approach the media with an attitude of gratitude and ask “What Can I Do For You”.
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