5 Common Press Pitching Mistakes
Learn how to effectively pitch and present your business to the press with these effective and valuable tips.
Have you been sending countless press pitches without even receiving a rejection email? It’s possible you should reconsider your strategy. Journalists see hundreds of pitches each week and to stand out in a full mailbox, you must convince them your story is worth telling. Here are 5 common mistakes when writing media pitches and how to avoid them.
Make Your Pitch Perfect: 5 Common Mistakes
- Your Pitch Isn’t About Them
One of the best tips is to tailor your pitch specifically to the reporter, the subjects that they cover and their audience, and not about just about the features & benefits of your product or company. Tell them why they should care about your story and why it would make a good fit for their readers. Consider doing research on the journalist you’re trying to connect with and reference their past work; it helps to build the relationship you’re looking for.
- Your Pitch Isn’t Newsworthy
Sending a pitch about a new product may not catch a journalist’s attention and your pitch may end up in their trash folder. The product may not be newsworthy, but maybe an aspect of your business is. Did you just win a major award in your community? Now that’s news – especially to a local reporter! Sell the story to the journalist and lead with the most interesting details.
- Your Pitch is Off-Topic
Make sure to do your research on reporters to ensure your email is pitch perfect. One of the most important pitching tips is to research the reporter and any recent stories they’ve covered. Find common ground and match your pitch to their interests. Don’t waste your time or theirs by trying to pitch a technology piece to a weather reporter, unless they overlap.
- Your Pitch Isn’t Personal
Reporters say they often receive pitches clearly sent to hundreds of other journalists. In order to make your pitch effective, address each reporter by name and add their publication to the body of your pitch. Don’t send pitches using the Bcc: headline, it will be obvious you’re sending mass emails.
- Your Pitch is Too Long
A long pitch will probably get deleted. It takes longer to read and can seem presumptuous. Think: less is more. Try to limit your pitch to less than 250 words. You also shouldn’t send attachments or your pitch may end up in a spam folder. If they ask for more information or pictures of course send it to them; you’ve caught their interest!
Impersonal, off-topic, non-newsworthy and lengthy pitches aren’t likely to turn into media placements. Avoiding these 5 mistakes will make your pitch perfect and help you stand out in a reporter’s crowded inbox.Written by Erika Taylor Montgomery
Tags: pitching tips, press pitching