As public relations professionals, we constantly pitch new ideas, announcements and initiatives for clients.
The goal is always to secure interest from media outlets, which garners a response, then an interview and ideally coverage that shapes public perception and builds a positive public image.
But sometimes we hit a lull.
The key is to practice persistence. Here’s how to keep at it and find success for the client through strategic communication:
Change the beat to avoid cold feet
Thinking outside the box may prove that another industry would find your angle fascinating. By pivoting to another beat, it also opens up the opportunity to find different news outlets and journalists.
Each industry has its own values and audience expectations. For example, the tech industry tends to be more technical and full of detail. Bospar’s Tomio Green dives into the challenges of communicating complex tech concepts on Politely Pushy.
On the other hand, the education industry might prefer more emotional storytelling as it relates to students or faculty. In any case, it’s important to know your client’s industry and their target audience. Keep this in mind when crafting your media release.
Perhaps the story is either too broad and will benefit from a more local, tailored pitch or it’s too pinpointed and needs to relate to a broader audience. If shifting the audience doesn’t resonate, try revitalizing the pitch itself.
Breathe new life into your pitch
It may seem obvious, but it is often overlooked. Sometimes an angle is overdone and simply needs a makeover.
Breathing new life into an angle just means going back to the drawing board. Try reviewing the latest news within the industry you’re pitching to or having another set of eyes review. Another perspective is helpful with getting the creative juices flowing.
If you are still not having any luck, try to go back to the source of the pitch. Whether it be the announcement details, quote you’re referencing or product. Consider pulling another angle out of the story and packaging it up with a relevant statistic or newsjack timely news.
Surveys are another great way to stand out from the crowd. Data-driven narratives are extremely relevant because they represent an effective way for clients to deliver key messages. Reporters need data and will sometimes express more interest when offered the exclusive scoop or new insight that helps shape communication with the public.
Be politely pushy, persistent and patient
Media moves fast, but results move slow. Our job is to ensure we’re toting the fine line of being politely pushy and practicing patience. Reporters are bombarded with pitches, favors and news tips on a daily basis, causing them to respond to 3% of the pitches they receive.
Offering an exclusive or relating to the journalists by referencing their most recent articles draws them in. When a client is specific about the outlet or reporter they want to secure, we want to ensure that we are cognizant of how to get their attention.
Eric Chemi, Bospar’s SVP of Broadcast, shares what draws him into a story. Unsurprisingly, an immediate useful takeaway is the factor that stands out most. Remember, you always want to address the reader’s “what’s in it for me” question.
All in all, it is normal to run into a rut when pitching media, but it’s important to: rethink your audience or industry, revamp the angle by using current news or data and remind the reporter why it’s relevant for them and their readers.
