How to Pitch Your Business to the Media Like a Pro

Understand Your Story

Before reaching out to the media, make sure you have a clear understanding of your business’s story. This isn’t just about what you do but why it matters. Think about how your product or service solves a problem, or how your company is different from others in the market. It’s important to focus on a compelling angle that will catch a journalist's attention.

Start by identifying the key message you want to communicate. Are you launching something new? Do you have a unique approach to an age-old problem? Is there a relevant trend your business is connected to? Make sure your pitch highlights these aspects.

Identify the Right Media Outlets

It’s crucial to know where your audience is likely to get their news and information. Don’t waste your time pitching to publications or outlets that don’t align with your business. Do some research to find media outlets that cover your industry or niche.

For example, if you run a tech startup, focus on tech blogs, industry publications, or business sections of large media outlets. If you’re in food, think about pitching local food magazines or lifestyle blogs. Knowing your target media will help you customize your pitch to suit their style and audience.

Know the Journalist’s Interests

Journalists get dozens (if not hundreds) of pitches every day. To stand out, you need to do a little homework on who you're reaching out to. Study the work of the journalists or reporters you’re contacting. Pay attention to the kinds of stories they write about. Do they focus on startups? Are they interested in sustainability? Find a connection between your business and their interests.

When you pitch, show that you've done your homework. Tailor your message specifically to the journalist. This shows that you’re not just sending out a generic message, but that you truly understand their work and what they care about.

Keep It Short and Sweet

Journalists are busy, and they don’t have time to read long, rambling emails. Your pitch should be concise and to the point. Focus on your key message, and try to summarize it in just a few sentences.

Your email or press release should be clear and to the point. Start by explaining what your business does, why it matters, and why it’s worth covering. Don’t bury the lead — the most important information should come at the top of the pitch.

Also, make sure your email subject line is eye-catching. This is your first opportunity to grab their attention, so make it count. Avoid being too vague or overly clever. Keep it simple and direct.

Provide Value

Media coverage isn’t just about getting your name out there. It’s about offering something of value to the readers or viewers. When you pitch, think about how your business can benefit the audience.

Are you offering unique insight into a trending topic? Do you have data or case studies that could help their readers? Journalists are looking for stories that will resonate with their audience, so make sure to emphasize why your story matters.

If you’ve recently conducted research or gathered new data, include that information in your pitch. Hard facts and numbers add credibility to your story and make it more likely to be picked up.

Have a Strong Press Kit Ready

A good press kit is essential when you’re pitching to the media. This is where journalists can find everything they need to write a story about your business. Your press kit should include:

• Company Overview: A brief summary of your business, what you do, and why it’s important.
• Biographies: Short bios of your key team members or founders.
• High-Quality Images: Product photos, team photos, or any visuals that will help tell your story.
• Press Releases: Any official news or announcements you’ve made.
• Contact Information: Make it easy for journalists to get in touch with you.

A complete press kit makes it easier for journalists to write a story about your business. They don’t have to waste time digging around for information.

Be Ready for Follow-Up

Don’t assume that just because you’ve sent your pitch, the journalist will respond immediately. Many won’t. You need to follow up in a friendly, professional manner.

Wait about a week or so before following up. Your follow-up should be brief and polite. Don’t be pushy or demand a response. Just ask if they had the chance to look over your pitch and if they need any more information.

If they’re not interested, don’t take it personally. Journalists get hundreds of pitches every day, and not all of them will be relevant to their work. Move on and try again with another outlet or journalist.

Timing Is Key

Timing matters when you’re pitching the media. Try to pitch when the story is relevant. For example, if you're launching a product, time your pitch for a few weeks before the release date. If you're offering insights on a current trend, get your pitch out while the trend is still hot.

You also need to be mindful of news cycles. Avoid pitching during busy periods, like holidays or major news events, when journalists are overwhelmed with stories. Similarly, keep track of the editorial calendar for major publications. Some outlets plan months ahead, so knowing when they’re looking for content can give you a huge advantage.

Don’t Be Afraid to Build Relationships

Pitching isn’t just a one-off thing. Media relationships take time to build. Don’t just reach out when you have something to pitch. Follow journalists on social media, read their articles, and engage with them where appropriate. Building a rapport with journalists will make it easier to pitch in the future.

When you have a relationship with a reporter, they’re more likely to trust you and be interested in your story. This can lead to more media coverage down the line.

Don’t Forget About the Follow-Through

Getting media coverage isn’t the end of the process. Once your story gets picked up, make sure you thank the journalist and share the coverage on your own social channels or website. This helps build goodwill and shows the journalist that you appreciate their work.

It’s also a good idea to track how much coverage you get. Use media monitoring tools to keep track of mentions of your business in the media. This will give you insight into how successful your pitch was and where you might improve next time.

Be Available for Interviews

Sometimes, a journalist might want to go beyond just a simple story. They might want to interview you or a key member of your team for additional insight. Be available for these opportunities and respond quickly when you’re asked for an interview.

Prepare for interviews by practicing your key messages. Keep your answers clear and concise, and avoid getting too caught up in technical details. Journalists are looking for stories that resonate with their audience, so make sure you frame your responses in a way that’s easy to understand.

Embrace the Long-Term Strategy

Pitching the media is not a one-time thing. It’s something you’ll need to do consistently to keep your business in the public eye. Start building a media strategy where you regularly reach out to journalists, offer valuable insights, and build relationships with key players in the media world.

In the long run, the more effort you put into building these relationships, the more likely you are to see sustained media coverage. This can help you grow your brand and boost your credibility within your industry.

Stay Professional at All Times

While it's important to be personable and friendly, it’s also crucial to remain professional in all your communications with journalists. Respond promptly to requests, always follow through, and be respectful of their time. Keep your tone polite and courteous, even if you don’t get the response you were hoping for.

Remember, a journalist's reputation is built on the quality of the stories they write. Don’t put them in a position where they feel uncomfortable or pressured to write about your business.

Conclusion

Pitching your business to the media isn’t about bombarding journalists with endless emails or press releases. It’s about understanding your story, identifying the right journalists, offering value, and building long-term relationships. By approaching the media with professionalism and respect, you can increase your chances of getting your business covered.

Remember, media pitching is a skill that takes time to perfect. Don’t be discouraged if your first few attempts don’t result in coverage. Keep refining your approach, learning from your mistakes, and adjusting your strategy. With time and effort, you’ll become a pro at pitching your business to the media.