October 4, 2012 Leave a comment
You need to believe that you have a compelling story if you’re going to pitch yourself or your company to the media. But, and this as they say is a big “but”, when launching a media relations campaign, always keep in mind that less is more. The more succinct and to the point your pitch is, the better your chances of having your story featured in the media. The truth is that writers, editors and producers are generally so busy that the less information they have to read, the better the chances that they’ll actually read it. Hone your story down before you start to send it out. Make sure your information is concise, to the point and compelling. Make sure that it addresses the media’s needs. Keep in mind that the media wants stories not facts or information. Use facts and information to support your story. And, once again, keep focusing on the mantra that less is more. The ironic truth is that most journalists don’t have much time to read your information. They are busy trying to do get their work done. You’re not going to help them, or yourself, by sending out a three or four page press release. You might find the release and the information compelling, but all a journalist is going to see is information overkill.
Remember effective PR is not about being verbose or long winded. It’s about presenting stories that are compelling, transformational, informational and entertaining. I know, that’s a tall order. The bottom line is that it all comes down to the story. Does your story connect with the media? Is your press release interesting, entertaining, exciting? Will your story angles and your approach meet the media’s needs? If not, take a breather and start over. Don’t send out information simply in order to feel like you’re moving forward. Action does not necessarily equal results. If you have a pitch or release that is filled with facts, statistics and information, but doesn’t tell a story. Don’t let it leave your home or office. Start again from a different perspective. Put yourself in the place of the media outlets you’re going to be pitching. If you were that editor, producer or journalist, what story, angle or approach would grab your attention? And come up with a story idea that will grab their attention. What type of pitch or approach would meet the needs or grab the interest of their readers, viewers or listeners?
When launching a public relations campaign, your job is not to sell a product service or even yourself. Your job is to present to the media a compelling story that they will want to run with. Your pitch doesn’t have to be completely unique or original; most any pitch can work, if it’s presented the right way.
Copyright © Anthony Mora 2012
Whaling, Heather. “How to Take your PR Pitches to the Next Level.” Photo. Mashable. 3 Mar 2012. 4 October 2012. <http://mashable.com/2012/03/03/better-social-media-pitches/>