“Pitching” a Home Run

Posted by on August 20th, 2015

Publicists spend hours a day crafting a compelling pitch and creating the perfect subject line, all to generate coverage for their client. However, not all publicists spend enough time on what I consider to be the most important part of this process: researching the journalists and knowing the topics they are interested in.

Journalists receive hundreds of pitches each day. If they open your email and see that you are pitching a story on a new mobile app, but they only cover corporate healthcare news, you will automatically lose your credibility. This is why it’s SO important to do your research. Read their articles, know their bios, and look at their social media pages to ensure you are reaching out to the correct people.

Once your research is done, there are a few ways to get a journalist’s attention. For example, you could reference a recent article s/he has written. You could make your opening sentence, “I saw your recent article on employee engagement and I wanted to introduce you to XX whom can provide insights on this topic.” You could also say, “I know you cover social media for retail companies, so I thought you might be interested in learning more about…”

This will not only show the reporters that you have taken the time to get to know them; it also shows that you understand the type of sources they are looking for as well as the information that is helpful for them to do their job.

At the end of the day, media relations is all about relationships; publicists need journalists, and journalists need publicists. In order to build those relationships, trust needs to be established first