In today’s fast-paced media landscape, pitching to journalists can be both an art and a science. For those responsible for public relations (PR), getting your media pitch noticed is paramount. A well-crafted pitch can lead to substantial media exposure, while a poorly executed one risks being ignored.
So, how can you avoid common pitfalls and ensure your pitches achieve the desired cut-through? Let’s explore the top 10 media pitching mistakes to avoid.
1. Failing to Research the Journalist
One of the most significant missteps is sending a pitch to a journalist without understanding their beat or interests. Journalists often receive hundreds of pitches daily, and those that don’t align with their focus will be swiftly dismissed. Before sending your pitch, take the time to study the journalist’s previous work, the publication’s style and what topics they cover. Personalising your approach can make all the difference.
2. Sending Generic, Mass Emails
Media pitching is not a numbers game. Sending a generic email to hundreds of journalists in the hope that someone bites is one of the quickest ways to alienate your audience. A personalised, well-thought-out pitch is far more effective. Address the journalist by name, reference recent articles they've written and tailor the pitch to their specific interests.
3. Pitching a Non-Newsworthy Story
A common mistake is pitching something that simply isn’t newsworthy. Journalists look for stories that are timely, relevant and have a broader appeal to their readership. Ask yourself: Would this story be of interest to a wide audience? If not, refine your angle. Frame your pitch around a strong hook - perhaps linking it to a trending topic or a current event that makes your story more compelling.
4. Ignoring the Subject Line
Your subject line is your first - and sometimes only - chance to grab a journalist’s attention. A vague or overly complex subject line may cause your pitch to go unread. Keep it concise, intriguing and to the point. Think of it as the headline of a news article: What can you say that will compel the journalist to click open?
5. Writing Lengthy, Unclear Pitches
Journalists are pressed for time. A long-winded, unclear pitch is unlikely to be read in full. Keep your emails brief, no more than a few paragraphs. Get to the heart of the matter quickly, outlining why your story matters and why it’s relevant to the journalist’s beat. Bullet points can be an effective way to convey key information succinctly.
6. Forgetting to Include a Call to Action
A pitch without a clear next step is a wasted opportunity. Be sure to include a call to action - whether it’s scheduling an interview, offering further information or providing assets like images or quotes. This gives the journalist an easy way to engage with your story.
7. Not Following Up
It’s easy to assume a lack of response means disinterest. However, journalists are busy and your pitch may have been lost in the flood of emails. Politely follow up after a reasonable period (usually two to three days), referencing your initial email and offering additional value. However, avoid being overly persistent - too many follow-ups can have the opposite effect.
8. Pitching Without Offering Exclusivity
Journalists often appreciate exclusive stories, especially if it’s a significant announcement or interview. Offering an exclusive can increase the chances of your pitch being picked up. Be clear about what you’re offering and what the exclusivity entails.
9. Overcomplicating the Story
Another common error is overcomplicating your pitch with too many details or angles. Keep the message simple and focused on one key story. If the journalist is interested, they will ask for additional information.
10. Failing to Build Long-Term Relationships
Media pitching shouldn’t be a one-time transaction. Building long-term relationships with journalists can be incredibly valuable for your PR efforts. Don’t only reach out when you need something. Engage with their work, share their articles and position yourself as a helpful resource. This relationship-building can lead to future opportunities, creating a mutually beneficial dynamic.
Conclusion
Avoiding these common media pitching mistakes will significantly enhance your chances of securing valuable media coverage. In today’s competitive PR landscape, pitching effectively requires research, precision and a clear understanding of what journalists need. By honing your pitch and avoiding these pitfalls, you’ll be better positioned to secure media wins that drive brand awareness and business growth.
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