PR 101: Pitching your story successfully to the media

Pitching your story to journalists and media outlets is an effective way to generate exposure and awareness.

But with the media overworked and under-resourced, it’s easy to make mistakes that can prevent your story from being covered.

Here are our top tips to avoid pitching pitfalls:

1. A strong release

   It’s really important that your press release is strong.

   Follow our tips in the link above to get your press release format just right and make sure that the story you are telling is both compelling, relevant and newsworthy.

   That will give you half a chance.

2. The wrong media

   Here at Calacus, we often hear horror stories from journalists who have been invited to cover a story that is entirely irrelevant to their publication or specific area of expertise.

   Make sure you have done your research, about the journalist and their media organisation to understand their beat and the type of stories they cover.

   Failing to do this research can lead to irrelevant pitches that waste the journalist's time and decrease the chances of getting coverage now or in the future.

3. Timing is everything

   Timing is everything when selling-in your story.

   Failing to consider the timing and relevance of your pitch can lead to missed opportunities.

   For example, pitching a story about a product launch or a new sports event after launch is unlikely to generate interest.

   Similarly, pitching a story that's not relevant to current events or trends is unlikely to be picked up.

   When it comes to embargoes, while most media will adhere to them, never, ever be tempted to give a favoured journalist the story as an exclusive in advance unless you are prepared for the possible backlash that comes with the territory.

   Journalists have deadlines and are often under extreme pressure to get their stories written in good time. If you call them or send them a story on deadline, they are likely to ignore you, possibly blacklist you and even perhaps embarrass you on social media.

4. Personalise the pitch

   Sending out generic, one-size-fits-all pitches rarely work unless your story is so big that the media are breaking down the door to get the news.

   If your pitch doesn't stand out, it's likely to get ignored, so personalise it by referencing their past articles or including a specific angle that you think will excite them.

   Even if your story is not for them right now, building strong relationships with the media means that they are more likely to come back to you or cover your stories in future.

5. Follow-up fury

   While the media often complain about being chased when a story has been sent to them, not doing so means it’s even more likely that your story will get lost.

   Following up with a polite email or phone call can help keep your pitch top of mind and increase the chances of it being picked up.