How to write a GOOD media pitch - one that will get read

Getting your pitch noticed, opened and read by a reporter or producer takes some time, energy and thoughtfulness. What are you pitching? Is it timely or on trend? Are you featuring a new company or a well-known name in the industry?

Here are six tips to follow to ensure your pitch (hopefully) gets read.

*Note: A fantastic pitch doesn't always equate to a reporter being able to write about your story, but at least you can start a relationship with this person. The goal is to spark interest and plant a seed for ideally this time and if not, next.

1. Know Thy Reporter. Do you know whom you are pitching? What they write about and/or the industries they follow? Did one of their past stories catch your eye? I can't stress the importance of this tip! Reporters/editors will be more receptive to your pitch if you actually seem to know something about their work. Sending irrelevant information is a waste of everyone's time, and reporters tend to recall who's emails to read and who's to delete.*
2. Target Audience. Every story has a target audience unless it's breaking news that goes directly to the newsroom, so it's important to know whom your story is intended for. Tell the reporter you are pitching why you think their readers would be interested. Is there a local angle, does it involve a concern in the community, or is it about a new business opening up in the area?
3. Timing. An instant news hook to plan your story angle/pitch around is a timely holiday or event when the reporter is going to be looking for ideas anyway. For instance, perhaps it's a story on "10 Ways to Live More Green" around Earth Day, or "Inventive Summertime Recipes and Party Décor Ideas" around the Fourth of July.
4. Trends. They say that trends come in threes and it's true! If you are a cloth diaper designer and you notice your sales are up 200 percent from last year, and then you read in tabloid magazine that X celebrity is now using cloth diapers for their baby, it's time to pitch your story - it's a trend! Also, as a general rule-of-thumb, if you notice that several companies are doing XYZ this year, therefore it's finally a trend, pitch a story about how you've been leading the charge for two years, but XYZ is finally emerging. Use those trend examples when crafting your pitch.
5. Generally speaking. It's a good idea to talk to a reporter about more than just your company and/or product. Speak to them about the world in where your company or product lives (the industry), and how your brand fits into that realm. For instance if it's a story on hybrid cars - don't go on-and-on about your hybrid car brand, but instead about the hybrid car industry - where it's at, where it's going, where you fit in, etc. Be a solid, valuable industry source for them. How can you be part of a larger story?
6. Backup materials. A great way to solidify your pitch is to provide secondary research in your note if relevant. Providing industry statistics or research to go along with your pitch not only saves them time, but makes their story, and your angle, more credible.

* Side note: If you have done extensive research, and you still aren't sure which of the business reporters covers small business at a certain newspaper for example, first try calling there. If you have no luck reaching anyone, try pitching the one you think is the best, but preface that you are looking for the reporter that covers small businesses, so if they are not the ideal contact, you'd appreciate any and all insight. Acknowledging that you aren't 100% sure instead of just assuming they are the right person can often help get you an in. It shows you care.

Not sure about the difference between a press release and a pitch? Click here to read our blog post on that topic.