Five essential steps to take when planning your next PR pitch

The team at Target Media Directory shares five steps to creating a relevant and compelling pitch.

Crafting an effective pitch can be tricky, but it doesn’t have to be. There are a number of things you can do to give your press release the best chance of being published.

Ditch the trash folder with these simple steps:

Step 1: Know exactly who it is that you’re pitching to

Researching the media and choosing the correct person to send your press release to is vital. You may have the greatest, most newsworthy story on offer, but it means nothing if you’re not getting it to the right people.

This is why a comprehensive media database, like Target Media Directory, is so useful. It not only makes identifying media for your pitches much easier, but it also highlights key engagement opportunities in different markets.

Take a look at what the media focuses on, what they’ve recently published and the different platforms they use. Knowing who you’re sending your press releases to, and what it is that they cover, will greatly increase your chances of getting your press release published.

Step 2: Ensure that you personalise your pitch

Now that you know exactly who you’re pitching to, it should be easier to determine how to grab their attention. Journalists are looking for the latest insights and will appreciate that you’re willing to write directly, and maybe even exclusively, to them.

With that in mind, it’s important for you to craft a personalised email that directly addresses the journalist or publication.

For instance, you could include the name of the publication, refer to an article that relates to your pitch or that you enjoyed or tell them why you’re a fan of their work. It may be more time consuming than a generic press release, but it has a higher chance of getting published in the long run.

Step 3: Make your point, and make it quickly

Journalists spend a lot of time looking for newsworthy press releases, and with so many to read every single day, it’s unlikely that they’ll dedicate more than a few minutes to any single pitch. You need to grab their attention from the moment they see your subject line.

You may be wondering how this is done. It’s fairly simple – you need to ensure that your press release is clear and concise. Be upfront with journalists about what it is that you’re selling, and also, what it is that you expect to gain from them. Make sure that your intentions are clear – they’ll respect you all the more for it.

A good way to test if you’re on the right track is to go back to your pitch and remove any words or sentences that aren’t necessary. Use no more than three or four lines that act as an honest description, and a call to action.  

The point is to get the media intrigued. If they are interested in what you have to offer, they will let you know, and that’ll be your opportunity to provide more information.

Step 4: Focus on the value that you’re providing to the journalist

As you craft your press release, remember to keep it short and to the point while highlighting the value it will give to the journalist. Try to think about why they would be interested in your story –  and tell them.

Perhaps it resonates with their intended target audience, or it has the potential to increase their overall website traffic. Maybe it’ll even allow the journalist to tap into a completely new market.

At the end of the day, they will be looking for a fair trade. If your pitch can benefit them, it’ll increase the chances of it being published.

Step 5: Build relationships with the media

If you can consistently back your name with honest, newsworthy pitches that fit the publication’s mandate, you’ll definitely improve your odds when it comes to being published.

A great way to do this is by making it clear that you’re available if the journalist needs any further assistance. A high-resolution image? You’ve already attached it. An exclusive interview? You’ve got that covered.

Also, ask how you can improve your pitches. There is no greater way to personalise your press release than by asking the journalist exactly what it is that they’re looking for. Not only will they be grateful for your effort, your pitch will cut through their cluttered inbox.

Target Media Directory has access to detailed information on South Africa’s newspapers, magazines, TV and radio stations, websites and blogs. Find out why this extensive database is a vital tool for PRs in our article, Rapidly expanding media directory offers new opportunities for PR.