I was a guest for an online chat with the savvy members of the AusMumpreneur Network on Wednesday night to speak about writing and pitching media releases. The questions posed by the business owners made me think about pitching to the media, so I wrote about it for this month’s newsletter.
Pitching a story to the media can be a nerve-wracking experience, especially if you hate making cold calls.
There are some techniques you can use to increase the chances of the media taking notice of what you have to say.
If you are sending a media release, let the journalist know it is a media release by putting the words “Media release: [insert title of release]” in the subject line. Address the journalist by name and then introduce yourself and the media release. Don’t forget to add they can contact you for more information, photos or samples (if you’re pitching a product). Then paste the media release underneath this paragraph in the body of the email.
If you don’t have a media release, but you are pitching your business to a journalist in the hope they will run with your story give them a few options. Put “Story idea: [insert main pitch topic]” in the subject line. Present three different angles and offer separate stories for each, so if the journalist isn’t interested in one you still have two more stories to pique their interest. Try to stick to a paragraph for each story.
Once you have sent your pitch, follow it up. Depending on the relationship you have with the journalist you can follow up by email or phone (their preference, not yours) and, again, depending on your relationship, you can follow up the same day, but if not try to make sure you have made contact within a week.
If they say no, don’t lose heart. Keep trying. The point of pitching to the media is to keep building that relationship. Eventually either they will be interested in what you are pitching, or will come to you when they need an expert interviewee. It’s all about building your connection.
thanks Johanna – useful advice!
Hi Johanna
These are really great tips. Cold-calling and approaching media, must be one of the scariest things when you’ve never done it before, and even if you have done it before. Just the article I needed to read today, thank you! 🙂
Supporting you and the Biz Mums Blog Carnival,
Lina
Hi Lina
Thanks for checking out the blog and so gad you got something from my tips. Cold calling is tough, but it can be rewarding if you do it well.
Johanna
Thanks Kate
I hope you can use some of these tips when approaching the media for your business.
Johanna
I like the idea of providing a few “story idea” options, you can then determine where your efforts are best spent.
That’s right Chris, and also helps you work out which options each media outlet prefers.
Hi Johanna
Great tips: the 2 things that struck a chord with me are:
1. connection… it’s the same as networking really
2. call the piece what it is – a story idea or a release and give them options on the ideas.
Love it and thanks.
Sally
Thanks Sally, it does come back to the all-important networking and relationship building, plus offering options to work with the great idea presented.