The primary focus of a public relations campaign needs to be meeting the media’s needs. If you don’t accomplish that, you’re missing the mark. Meet the media’s needs and you’ll meet yours. As I’ve stated in other articles, leading with statistics can be an effective approach. Let’s say you’re a health care worker that deals with chronic pain. Or you produce a supplement that helps relieve pain; you can lead with the fact that chronic pain affects approximately 25 percent of the U.S. population and three-fifths of adults 65 or older. Find some studies and statistics that you can quote that illustrate that the story you’re pitching does indeed affect a large number of people.
Numbers and statistics help give a PR pitch gravitas. Also never forget that the media is interested in their own type of statistics; they’re interested in the number of viewers, readers or listeners that will be interested in this story. So the more you can assure them that this is a story that not only affects, but will also interest a large target market, the better your chances of landing a story. Once you’ve used your statistics to narrow down your specific pitch, you can then take a reverse course and broaden your pitch. For example if you use statistics to show how pain affects older Americans, after making that point, you can then add a sentence stating that this type of pain does not only strike seniors, but a wide range of people, from professional athletes and weekend jocks to those who suffer with fibromyalgia and arthritis, who deal with bouts of acute and chronic pain.
Use statistics to give your pitches credibility. For example, if you’re pitching a story about complementary medicine, look online for stats regarding how popular alternative and complementary medicine has become. Then, depending on the specific angle of the story you’re pitching, you can use those statistics to illustrate why your story idea is both important and timely. Now use those statistics in your press releases and pitches.
After making a specific pitch, close with other topics and angles that you can address. Include a short (very short) bio listing your expertise and qualifications and that you can also address such topics as (fill in the blank). That way if your particular pitch doesn’t work for an editor or producer, they can see that there are other topics that you can address.
Using statistics, numbers and figures can help anchor a pitch and a story, but don’t rely on stats alone; the main part of your pitch needs to be compelling and newsworthy. So, when launching a media relations campaign, keep the media’s needs in mind; first develop your pitch and then look for stats that help give your story idea credence.
Copyright © Anthony Mora 2011