Media Pitching Basics | ACCESS Newswire

Public relations (PR) professionals are like chefs.

Both work through the hustle and bustle of a busy environment to create something they’re proud of.

Like chefs use their culinary prowess to create a dish that captivates their customers’ tastebuds, so does a PR pro who creates a media pitch that woos their media contacts.

It all boils down to balancing data with creativity to serve irresistible stories with journalists returning for more.

In this blog post, we cover the basics of media pitching and share why it’s more than a pitch – it’s the secret ingredient to building brand awareness and improving a brand’s visibility.

What’s a Media Pitch?

If you’ve ever watched an episode of Shark Tank , you know the entrepreneur’s pitch sets them up for success or squashing their chances on camera.

The same can be said for media pitches (minus the millions of people watching). Media pitches are a crucial piece of the media outreach puzzle. These concise and compelling messages share your brand’s news and capture the media's attention. The goal is media coverage.

Media pitches are typically sent via email but can also be shared with a phone call or social media direct messages.

4 Reasons Why Media Pitching Matters

Your story must be newsworthy. But that’s only one domino, the most important domino that creates the cascade of earned media attention is your media pitch.

Cut through the noise - Journalists are inundated with information. Their inboxes are overflowing with pitches. Strong audience-focused media pitches act as filters that help elevate your stories over the rest.

Build journalist relationships - Media pitching isn’t a one and done initiative, it’s ongoing. And, though it’s a process, it shouldn’t feel like a process. Improved quality and consistent media pitching helps position brands as a reliable source journalists can trust.

Earn media coverage - The primary goal of media pitching is earning media coverage. Features in relevant industry publications boost a brand’s credibility, visibility, and puts them in a better position to secure business opportunities.

Create and nurture positive public perception - Earned media is like a vote of confidence that strengthens the public’s trust in a brand. To get to this point requires a well-crafted media pitch.

How to Write a Media Pitch

Now that you understand the importance let's look at the components of building an attention-grabbing pitch.

Know Your Audience : Before sending a pitch, you must find the right people to send it to. This is where a Media Database comes into play. A Media Database helps you discover and organize media lists to send your pitches.

Write an Eye-Catching Subject Line : Your subject line should be short, intriguing, and relevant to the story you’re pitching. Generic or clickbait subject lines will hurt your chances of getting media attention and will taint your reputation.

Write Concisely : Get to your point, and quickly. Outline key elements from the start. The quicker you can catch their attention, the less likely you are to lose it.

Spotlight the Value: Building off the last point, clearly convey why your story is valuable to the journalist. Did they cover a similar story in the past? Does it align with other articles and topics they’ve covered? Find the alignment between the journalist and your story and shine a spotlight on it.

Personalize It: Mass pitches are a thing of the past. Sure, you can still do it, but you’ll pay the price with your credibility. Customize your pitch to each recipient and align your story with their past pieces and interests.

Your Free Media Template

Here's a sample of one of our free, customizable templates our customers can use when subscribing to our Media Pitching platform.

Hi ((first-name))

Since you cover ((industry)) news and stories, we thought that this would be an interesting story for your audience. We would like to provide you with an exclusive back story of Angle of Press Release .

Here are some highlights: