The Dos and Don'ts of Pitching Your Company to the Press
As a business owner seeking to promote your company, the media can be your best friend or your worst enemy. A positive news story or product review in a major publication can provide a huge boost for your brand, but a negative mention can be damaging to your reputation. Therefore, it's crucial to understand the dos and don'ts of pitching your company to the press.
Do your research
Before reaching out to any journalist or publication, you need to do your homework. You should understand their beat, their audience, and their recent articles. This knowledge will help you to tailor your pitch to their interests and increase your chances of getting a response. One way to do this is to follow journalists on social media to see what they're interested in.
Do personalize your pitch
Do not send a mass email blast to every journalist on your list. Take the time to personalize each email to the recipient. Address them by name, reference a recent article of theirs, and explain why you think your company could be of interest to them and their readers.
Do include an eye-catching subject line
Journalists receive a lot of emails every day, so you need to make sure your subject line grabs their attention. Make it clear what your pitch is about and why it's relevant to their beat. Avoid using clickbait or sensationalism, as this will only annoy the recipient and damage your credibility.
Don't oversell your product or service
Your pitch should not read like an advertisement. Journalists are not interested in hearing about how amazing your company is; they want to hear about what makes you unique and newsworthy. Focus on the story behind your product or service, and how it can benefit the reader.
Don't be too pushy
Following up on a pitch is important, but you need to tread carefully. Do not bombard the journalist with emails or phone calls, and do not demand that they cover your story. Be polite and understanding, and give them the time and space they need to make a decision.
Don't ignore rejection
If a journalist declines to cover your story, do not take it personally. There could be many reasons for this, including timing, conflicting stories, or simply a lack of interest. You can always try again in the future with a different angle. However, do not ignore rejection and proceed to send another pitch without addressing their concerns or feedback.
Do provide high-quality visuals
Journalists are always on the lookout for high-quality visuals to accompany their articles. This could include product images, infographics, or videos. Make sure your visuals are relevant to your pitch and are of the highest possible quality. This will increase your chances of getting coverage and make your story more appealing to readers.
Do make it easy for journalists to contact you
Finally, make sure you provide journalists with all the information they need to contact you. Include your name, email address, phone number, and any other relevant details. If they have any additional questions or need more information, be prepared to respond quickly and professionally.
In summary
- Do research before pitching
- Do personalize your pitch
- Do include an eye-catching subject line
- Don't oversell your product or service
- Don't be too pushy
- Don't ignore rejection
- Do provide high-quality visuals
- Do make it easy for journalists to contact you
By following these dos and don'ts, you can improve your chances of getting positive coverage in the media. Remember to keep your pitch relevant, newsworthy, and focused on the reader's interests. Good luck!