Here are some ideas that will help you refine your ability to pitch stories to get media coverage.
Research:
It’s important to study the channel you are pitching to, its audience and the kind of stories it airs. This gives a better understanding of their needs, and helps you craft your story in the language the channel speaks. Identify the reporters, news anchors and producers who cover the type of topics or industry that you are representing. Follow them on social media, spend time reading their stories and materials. The whole intention is not to stalk them, but to learn more about them and your clients (the television series audience in this case).
Personalize Your Message:
Your chances of securing the interview are best if you pitch your story directly to the producers instead of the automated form email. So start searching for the producer’s names and email addresses on the respective news channel's website. It’s possible that the news channels have the names and contact information of their anchors or journalists but not their producers. Google can be your friend in this case. Try searching for the producer’s name and contact information. This could lead you to their Linkedin profile or Twitter account. You could try contacting them through social media, but the most professional way is via email or a letter. Even if you have no idea about their email address, you could try different permutations and combinations based on email addresses of their other team members already listed on the website.
For example:
First name. Last [email protected],
First name Last [email protected],
First name initial Full last [email protected],
Full First name Last name [email protected]
These are some of the most popular combinations. Try using these and your pitch might land in the right inbox.
Craft Your Story:
This, I believe, is the most important aspect of pitching. Producers are always looking for new story ideas. They are interested in something that’s relevant to the current time period that would be of interest to their audience. Make sure that any story you pitch has a purpose, and a message that will add value to the channel and its audience. Avoid submitting stories that are solely self-promotional at all costs.
Be Brief and Patient:
Producers get tons of emails and pitches every day. Keeping your paragraphs short and simple will make it easier for the editors to read your email and eventually say a “yes”. Keep your subject lines catchy and crafty as well. Tailor the subject to the channel, its producers and its audience rather than yourself. Finally, be patient and wait at least two weeks before sending a follow up email. Avoid excessive emailing or calling the producers. If you don’t hear back in couple of weeks, then refine your pitch and move on.
Local news media can be a powerful way to engage your customer base and get your business known. Pitching to the media is never easy but with proper planning and background research you can get your story in front of your potential clients.
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4 key strategies to approach media for free PR
By: Parul Agrawal