The chances of a marketing campaign being successful can be greatly improved by a media organization covering a carefully crafted PR story. If you pitch an idea to a journalist and convince them to cover your topic, your brand or business could be introduced to a wide new audience of potential customers or clients. These four simple tips will help you pitch PR stories to journalists so that your marketing campaign has a better chance of achieving its goals.
Ultimately, you want to get a story published that indirectly advertises your business, but the journalist’s primary goal is to produce interesting and high-quality content. They’re not interested in helping you market your brand, so the story alone must be of sufficient quality to pique their interest. If the story is intrinsically connected to your service or industry, then you will indirectly benefit from its publication even if it doesn’t specifically mention your brand.
Weave your brand name into the story if it’s relevant and natural to do so. If you force it in when it’s not appropriate, the journalist will be instantly put off. The key is to discover a great story opportunity that is subtly yet definitely linked to your brand.
When contacting a journalist or media organization, it’s important that you pitch only one story at a time. Marketers often harm their chances by bombarding the recipient with a wealth of different story ideas under the mistaken impression that more is better. However, it is more effective to pick one story and focus your entire attention on convincing the journalist of its suitability for publication.
Have confidence in your idea and dedicate your efforts to espousing its merits. It takes quite a lot of convincing for a journalist to choose your story over the many others they’re offered each day, so they don’t have the time, nor the inclination, to sift through many different story ideas in a single correspondence.
It’s important to research the journalists to whom you’re considering pitching. If you send an inappropriate pitch to someone, you may annoy or alienate them and make it harder to correspond with them in the future. Peruse the body of work a journalist has previously published and only pitch to ones whose work is similar in tone and subject matter to the story you’re pitching.
Knowing what sort of stories individual journalists or organizations like to publish can also help you tailor your content. If you are set on a specific publisher, edit your pitch to appeal to their preferences. All journalists have a bias towards certain stories, whether they’re aware of it or not. The trick is to reach out to the individuals or companies that are most suited to the story you’re pitching and the brand you’re representing.
Pitching to journalists and media organizations is rarely a one-time thing. Most marketers stand to benefit from a healthy working relationship with the media, so it’s always prudent to maintain a high level of professional courtesy at all times. Contact journalists in a friendly tone and don’t burn bridges if they reject your pitches.
If you can build a network of positive relationships with journalists and media professionals from a range of industries, you’ll be better positioned to get your stories published whenever you need. Strong professional relationships are beneficial for everyone involved, so be aware of the long-term effects of your actions when communicating with individuals within relevant media organizations.
Most pitches are unsuccessful but you can improve your success rate by following these simple guidelines. A story’s publication should be a mutually beneficial event for your brand and the journalist involved. The increased exposure that comes with the publication of a PR story could massively improve the health of your enterprise and the efficacy of the greater marketing campaign.