How To Use Statistics to Interest the Media

You’ve developed your story.  You’ve put together your pitch and your press release.  It’s almost there, but there’s something missing.  It needs that sense of being a real news story in order to grab the editors and producers (or the attention of social media users).  So, what can you add to give your pitch a bit more weight?  What can give it a greater sense of urgency?  Try using data, statistics and studies in you pitches.

The media loves statistics and studies.  Numbers often help make a story seem weightier and more concrete.   Think about how you can add stats to your pitch.  Work on coming up with interesting data and statistics and tie it into your pitch (or pitches).  If you can offer the media information and data that is unique, you’ve got a great chance at piquing their interest.  But unique doesn’t have to be your focus.  Use the data to broaden your story and make it more compelling.

Statistics (percentages and numbers) seem real, whether they are or not. Stats are great to offer to producers, writers, editors, bloggers & media outlets. It gives them a hook, something to work with. They can use your stats and then your quotes to come up with interesting, off beat and fun sound-bites, articles, and segments.

So how can you use statistics?  Get creative.  For example if you’re an acupuncturist, find out how the use of acupuncture has grown over the past two decades.  If you sell a pet product, there are all sorts of interesting statistics on how the pet industry has exploded and how much people are now spending on their dogs, cats and iguanas.  If you’ve written a book on dating or relationships, find studies on how dating has changed since the advent of social media.  You can start your release with questions, such as did you know that… then add some interesting facts and stats.  Now tie that information into your story.

It might take some time and effort to find appropriate stats to use in your pitch, but it can be well worth it.  Go online and do some research.  Try to come up with a new or different approach.  You can use statistics to help support your point of view or to create a sense of urgency.  Using statistics in your pitches is a great way to give an editor or producer a good media hook, and garner media coverage for you and your company.

Copyright © Anthony Mora 2012