When you're running your own business or managing a lean team, the prospect of media pitching can be overwhelming: What to pitch? Who to pitch to? How to send it? When to focus on what aspects of your story?
I get it! I started as a scrappy comms leader in a small market for a nonprofit, and these days, I remain scrappy as the head of a small business with three members. I use these three concepts to build credibility and engagement with the media.
Research which members of the media report on your topic. Media representatives have specialties and commonly report on a specific beat. Knowing which reporters cover your expertise is the first step in building credibility with them.
Respect that they are busy, and ensure everything they need to develop a story is in your pitch. Your lead should be engaging and why you are contacting them should be apparent. Provide a good quote they can use and one or two photos for them to choose from. Make it easy for a reporter to use your news release to write an article or build a feature story.
Resonate - comprehensive pitches should be newsworthy, time-bound, intriguing, and impactful. Reporters are extremely busy, and the competition for coverage is stiff. The more positive experiences they have with you, the more they see you as an authority in your specific area of expertise.
By embracing the three Rs of pitching, Research, Respect, and Resonance, you can foster a positive relationship with the media outlets in your area. Incorporating these concepts into your media strategy can lead to top-tier media wins and increased awareness and trust.
This approach increases your chances of media coverage and positions you as a credible and respected figure in your field. Take the time at the forefront of your campaign to do this work, and rest assured that your organization will reap the benefits during the execution phase.
Are you curious to learn more about positioning your brand as a respected leader? Reach out and let Small Adventures Communications be your guide. With over 20 years of experience in communications strategies and media wins, we're passionate about helping organizations make an impact. We're here to support you and help you reach your goals, providing you with the expertise and guidance you need to succeed in your media pitching endeavors.
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