PR Hacks

How to Earn Your Way Into Media: Let’s Talk Pitching

Amrit Kaur
3 Minutes
June 10, 2024

Welcome back to another episode of uncovering the secrets to brand success! Today, we're diving deep into the world of earned media and showing you how to level up your game. 

Buckle up because we’re about to embark on a journey where your brand becomes the talk of the town – and for all the right reasons.

It’s important to point out that in an advertising-heavy world, earning your place in the spotlight is more than just throwing money at ads. It is about creating an engaging narrative that captures people's attention, sparks conversations, and leaves a lasting impact. And here is when pitching comes into play.

First, let’s understand what is earned media

There exists more than one avenue to building your brand, one powerful path to explore is "earned" media. Earned media refers to the coverage you generate without paying for it, typically through pitching to journalists and getting your organization featured on news sites and blogs.

Earned media can often have a greater impact than paid promotion or advertising. A profile in a news outlet or on a blog can reach thousands of active readers and adds significant credibility to your brand. However, as the name implies, you have to earn it.

But the tricky point to note is that it isn’t easy because journalists are swamped with countless emails pitching stories every day, and without a big brand or strong relationship behind you, it can be challenging to get them to take notice. But fear not, we have a secret recipe to make your pitch stand out from the crowd.

Media is constantly changing and today pitching isn’t just a matter of sending out a press release and hoping for the best. It’s an art form, a delicate dance between your brand and the media.

Here’s how you we can help you can nail it:

1.    Know Thy Audience

Just like you wouldn’t try to sell winter coats in the middle of the summer, you shouldn’t pitch your story to media outlets that don’t write for your target audience. Take the time to understand the audience of each publication. What are their interests? What kind of stories do they like? Tailor your pitch accordingly.

Understanding your audience goes beyond demographics; it’s about tapping into their interests, pain points, and desires. You might want to add meaningfully to the outlets where your product or service is solving a problem, providing solutions and making their lives easy. The more you time you invest in fully building audience persona, the better you can craft a pitch that resonates with them.


2. Craft an Irresistible Story

Storytelling is a powerful tool. People remember 65% to 70% of a story compared to only 5% to 10% of facts presented on their own. Imagine your brand as the protagonist of an epic tale. What’s your quest? What challenges have you overcome? What makes you stand out from the crowd? Your pitch should answer these questions in a way that captivates journalists and leaves them itching to share your story.

Stories are what connect us as humans. Make sure yours is compelling, authentic, and unique. There is not one fit rule for all. Even if you sell exactly same category of goods, but there is something unique which make you stand out from the competitors.

Don’t just focus on what your product or service does; highlight the journey, the people behind it, and the impact it has on the world.


3. Keep It Snappy

Journalists are busy beings. Your story might be great, but you took too long to reach to the main point. They don’t have time to wade through paragraphs of fluff to get to the juicy bits. Keep your pitch concise, clear, and to the point. Get their attention with a killer headline, then hit them with the most compelling details upfront.

Think of your pitch like an elevator pitch – you only have a few seconds to grab their attention. Make every word count, and don’t be afraid to get creative, edgy and cheeky with your language.


4. Personalize, Personalize, Personalize!

Ever found yourself guilty of calling your professor "professor" because you couldn’t remember their name? Well, in the world of PR, simply addressing a journalist as "journalist" won't cut it. No one likes feeling like they’re just another name on a list. Take the time to personalize your pitches. Address journalists by name, reference their previous work, and explain why your story is perfect for their audience. Show them you’ve done your homework.

Personalization shows that you value their time and effort. It also increases the likelihood of your pitch being noticed and getting leads.


5. Follow Up (But Don’t Be Annoying)

We've already established that journalists have a lot on their plates, so it's normal if your email goes unnoticed. If you don’t hear back right away, don’t panic. Politely follow up after a few days to see if they’re interested. But remember, there’s a fine line between persistence and pestering. If they say no, thank them for their time and move on.

Following up is important, but so is knowing when to let go. If you’ve followed up a couple of times and still haven’t heard back, it’s probably time to move on to the next opportunity.


6. Be Authentic

In a world filled with polished PR language, being authentic is like a breath of fresh air. Let your brand's personality shine through in your pitch. Be genuine, be real, and don't hesitate to show some personality.

Think about it this way: imagine you're chatting with a friend rather than giving a formal presentation. Injecting a bit of humor or a personal anecdote can go a long way in making your pitch memorable and engaging.

Authenticity is key to building trust and credibility. When you're genuine in your communications, people are more likely to relate to your brand and develop a connection with it.


7. Leverage Social Proof

Social proof is a powerful tool in pitching. If you’ve got happy customers, glowing reviews, or impressive statistics, don’t be shy about sharing them. Journalists love a good success story, so give them something to work with.

Including social proof in your pitch not only adds credibility but also makes your story more compelling and newsworthy. It shows that there’s already interest and excitement around your brand, making it a more attractive proposition for journalists.


Ready to Take the Plunge?


Pitching isn’t easy, but if well executed, it is able to have a massive impact on your brand’s success. So, what are you waiting for? It’s time to unleash the power of earned media with a little help from Don't Be a Little Pitch and watch your brand soar.


Still feeling a bit overwhelmed? Don’t worry, we’ve got your back. Our team of PR wizards is here to help you craft the perfect pitch and get your brand the attention it deserves. Book a call with us today, and let’s make some magic happen!


Book a call with us today, and let’s make some magic happen!

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