Writing a media pitch is easy enough, but writing a successful one is a whole other ball game. It is possible that with over 50% of top-tier publishers receiving up to 500 pitches a week that email pitches can get lost in a pile.
While there is not just one solution to creating a media pitch that will get read, there are certain steps that startups can take when pitching to media outlets.
In this article, we will look at:
- What is a media pitch?
- The elements of a successful media pitch
- Examples of different types of media pitches
What is a Media Pitch?
A media pitch is how companies and startups promote information about their products and services to journalists, bloggers, and other media outlets that influence their industry. The purpose is to get press coverage, brand mentions, and extra exposure for the business. Media pitching is so important because if a company/startup gets media coverage from the right publications, it can help them raise awareness and grow.
The Elements of a Successful Media Pitch
Creating a successful pitch is not as simple as crafting an attractive email subject line and going there. There are many factors involved when it comes to producing high-quality pitch emails. Some key elements include: adding value, trying not to be too self-promotional, and to focus on building relationships.
Companies need to understand that a majority of the time, media outlets want to receive high-quality, relevant pitches that have new data or take on a different angle from what they already know. While media outlets wish to receive email pitches that have value, they also do not want to receive mass emails with a spammy vibe that does not contain anything noteworthy.
Another thing is that while a pitch should demonstrate value, it should not be too self-promotional. Yes, some parts of the media pitch should be about the company and what it can provide to the industry, but not to the point where it is all about them. Companies need to ride the fine line between promoting their brand and adding value and providing new insight and value to the industry.
Finally, companies and startups need to focus on relationship building instead of just chasing short-term success and virality. For story ideas to be heard and content to gain exposure online, they need to develop relationships rather than looking for “hacks” or quick wins.
As mentioned before, it is important to create a media pitch and create one that has a very high possibility of being read. Companies that do not think that they can do so can hire Public Relations agencies like Pressfarm to handle everything from creating email pitches, press releases, and press kits. They will then use their expertise to distribute all the materials designed to the appropriate media outlets to receive the media coverage they dream of having.
Examples of different Types of Media Pitches
Example #1: The “I have got something of interest for you to consider” pitch
As mentioned before, adding value is one of the best ways to achieve media coverage. One of the best ways to do that is to give media outlets something that they can’t find elsewhere, which would mean data they have not yet been aware of.
Example #2: The “Thank you for the help” pitch
This type of media pitching is great if companies are trying to build relationships with various media outlets. However, this pitch would result from them already reading the pitch and a way to reach out and thank them for the help they gave. Creating this pitch makes them feel special that they contributed to the success of the business.
Example #3: The “Typo” pitch
Along those same lines, while media outlets want to feel special, they also do not want to see any mistakes in their work. Most top-tier publications have editors and proofreaders to ensure that those mistakes do not happen, but sometimes some just slip through the cracks. So, finding those mistakes and pointing them out can be very useful when trying to respond and build a relationship with media outlets.
Example #4: The “Found something along the lines” pitch
Businesses may have competition in the market and talk about the same topic while adding their spin. Being present in every conversation that happens in the industry can help raise awareness about products and services. So, to stay on top of the game, pitching to media outlets about an article you have found relating to something you have already talked about will get them interested in the topic and show that companies are not entirely self-promotional.
Example #5: The “infographic” pitch
Infographics are still very useful, and companies/individuals are still looking for ways to create beautiful infographics to get them press coverage, brand mentions, and backlinks. The two aspects of compelling infographic are high-quality data and a solid design. Companies need to conduct research or rely on their own data set. More importantly, companies need to ensure that media outlets are interested and best suited for the infographic content.
Example #6: The “Exclusive for You” pitch
As mentioned before, media outlets like to feel special, so this type of pitch is perfect because they are always seeking exclusivity, and they have FOMO. People want access to exclusive information because that means that they are the only ones that will have the information present. If companies have exclusive news, they can use this type of media pitch to raise even more awareness about their new product/service.
Whatever type of email pitch a company plans to send out, it is essential that they know which one will be the most effective for the media outlet that they are talking to. They also need to know that developing and building relationships with said media outlets is key to getting their email pitches to read. Otherwise, they will just be overlooked for a company that has done their research, created a compelling angle, and developed a relationship with them.