Pitching Etiquette 101 – What You Need to Know Before Starting Your Media Outreach

The media is an ever-shifting industry which means PR executives must constantly be thinking of new ways in which to be relevant to their client’s audience. Part of the job includes conducting outreach along with securing media placements and that entails crafting a copious amount of pitch emails on a daily basis. The goal of a successful media pitch is to secure a feature for the client, whether it’s in print, television, radio, or even on a podcast. The way in which this is achieved is through “selling"(aka ‘pitching’) to a media person on why your client should be given “free” airtime or print space.

An important tip to keep in mind before crafting the pitch email is to ensure the story you’re “selling” aligns with the outlet you’re targeting. Once you’ve narrowed down the media outlets that are a good fit, customize each email. You cannot send a generic email to all of them. I am here to tell you that is a hard NO!

There is a right and a wrong way to pitch and if you want to ensure your email is one of those that is read and not sent straight to the trash, then it must contain certain elements that are going to capture the intended recipient’s attention. And that all starts right from the beginning in your subject line. An introduction that is clear, descriptive, and states the unique value of the story upfront has a greater chance of being open than the email that contains a generic headline.

Another important tip to consider is establishing a relationship with the people you want to outreach even before you send out that first initial email. Social media has made it possible to connect and create relationships but it’s important to nurture them first. Don’t be the person who becomes friendly with someone for a quick moment and then hits them up for coverage. Take the time to build relationships with the people and/or publications you hope to work with.

To ensure your approach to obtaining media coverage contains all of the necessary elements it needs to get noticed, I’ve compiled a list of tips to keep in mind before you get started.

Identify your goal

Before you start writing, think of what exactly the story is you’re trying to sell. Sometimes the story isn’t about your client or their company, maybe it’s more about a trend in their field that not too many people are talking about. In that case, think about how your client can contribute to the discussion. The story isn’t necessarily always about the client per se, but by having them share their thoughts and knowledge on a specific topic, you’re establishing them as thought leaders.

Pitch a story, not the press release

There is a difference between the two. The main goal of your press release is to clearly inform the media about something specific that is happening for your client in the hopes they’ll spread the word. Your pitch is more of you telling the recipient why they should pursue the story and the value it will bring to an audience.

Do the research and personalize your pitch

Before you being to write, take a good look at who you’re writing to. Ask yourself, who is the reporter, what is this publication about. Do the legwork beforehand to ensure what you’re pitching is a good match. Why waste the reader’s time by sending them a story that is of no relevance to their audience.

Use a catchy subject line

You want the journalist to open up the email, that’s why your subject line is important. It is the first nugget of information you’re sharing about what’s to come. If it’s not compelling, there’s a good chance the email will go unread. So how do you grab their attention? In a few short words, describe what the email is about without giving away too much information. Give just enough information to grab hold of their attention.

A unique and original idea

Another question to ask yourself is, what is it that you have to offer that cannot be found elsewhere? The pitch should show the unique value of what it is you want the outlet to cover.

Be Short, straight, and to the point

Keep in mind, reporters receive hundreds of emails daily (and that includes pitches) so one sure way to have them skip past yours is if it comes off extremely long before they’ve even started to read it.

Be polite and courteous

Pitch emails should always be professional yet personable.

Avoid repetition

One of the reasons why research is so important is because you do not want to pitch a story that has been done a million times. Be creative in your thinking. If the topic has been covered before, think of a new way in which your client can contribute a new and unique perspective.

Obtaining media coverage is earned and should not be taken for granted. When you put in the work to create a pitch that is informative and effective, you’ll yield results as well as gain the respect and trust of the person you’re outreaching. This is another great way to build relationships with the media.

While these are a few pitching etiquette tips that are always helpful for myself and the JMG PR team, we’d love to hear what works best for you when securing media placement.