How to Write Effective Media Pitches for Your Press Strategy

A version of this post was originally published in June 2017.

Writing strategic pitches are an important part of your press strategy! But journalists and bloggers literally receive hundreds of media pitches, or story ideas, a day. How do you make sure yours doesn’t get lost among the masses?

5 Tips to Write Successful Media Pitches for Your Press Strategy

1. Before you start writing, think about why the media outlet’s readers should care and summarize it in one sentence. For example, if you make high quality chocolate that looks like sushi, why would Moms and Dads reading a parenting magazine care? One successful press strategy we came with for one of our clients was sushi she could eat while pregnant. In fact, it landed our client in major magazines like Parents.
2. Include the summary of why readers should care at the beginning of the pitch. This is called the hook; the point is to catch the reporter’s attention right away and provide an incentive for them to keep reading.
3. Include additional information about the product, company or service – but not too much! You want to give the writer enough information to decide if this is something they might cover, but you also need to keep it short. A good rule of thumb is to keep the entire pitch to about 3 short paragraphs, so it fits on one computer screen or can be read easily on their mobile devices.
4. Include a link to your website. This might seem simple, but a lot of people forget to do this. Provide a URL that links directly to more information. For example, if you’re pitching your line of summer hats, link directly to your “Summer Hats” page instead of your home page. If you’ve created an electronic press kit as part of your press strategy, make sure you include a link to it as well!
5. Include your contact information. Although most reporters prefer to communicate via email, some will pick up the phone and call if they’re on deadline. Include your phone number in your email signature so they can get a hold of you urgently if they need to.

Now you’re ready to get started! For more about developing and carrying out a successful press strategy, check out these helpful blog posts:

• Press Strategy: 10 Media Pitching Mistakes and Their Simple Fixes
• Which is Better for Your Press Strategy: Media Pitch or Release?
• 8 Tools for Public Relations: Releases, Pitches, Advisories & More

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