How to Pitch the Media Effectively: New Rules and Strategies

The New Rules for Pitching the Media

Reporters are inundated with story pitches daily. To stand out, you must make it easy for them to work with you. Remember, reporters are only interested in stories that are newsworthy.

So, save the cute cat videos for social media and focus on delivering solid content.

Make it a Video News Release

In today’s media landscape, video is essential. Even traditional newspapers are incorporating video into their stories, particularly on social media.

Including a brief (under a minute) video in your news release can increase your coverage chances significantly. According to REELSEO.com, video news releases attract 55% more viewers.

Avoid Annoying Reporters

Build and nurture relationships with reporters from various local news outlets. Avoid bombarding them with constant pitches.

Quality over quantity is key. Develop a rapport and send pitches that matter.

Rules for Sending Local Releases

When sending a local release, target one reporter at a time, starting with the one who has covered you the most.

This approach shows respect and gives them the first chance at the story. If they decline, move on to the next reporter.

Rules for Sending National Releases

National media coverage is highly sought after and competitive. To increase your chances, leverage your local media hits.

If you’re promoting a new website about active shooter responses, showcase your local media coverage with screenshots on your site.

Include these links in your national releases to build credibility and attract national interest.

Build a National List of Local Hits

Working with a publicist can help you gain coverage in numerous local media outlets nationwide. If reporters see your story covered by ABC in Pittsburgh, NBC in Miami, CBS in Los Angeles, and Fox in New York City, they’ll recognize your story’s value.

Maintain Professionalism

Rejections are part of the process. Don’t take them personally. Media coverage can be unpredictable. For instance, I once had a significant profile scheduled with a local ABC affiliate, but it was canceled last minute for a sports update.

Understand that this is part of the media landscape. Be professional and supportive.

Maximize Your Media Interaction

When you secure coverage, share the links and tag the reporter to show your appreciation. Demonstrating media savviness helps build a positive relationship with reporters.

Rules for Contacting Reporters

Email is the preferred method for reporters. Avoid calling them as it’s seen as intrusive. Stick to emails and respect their time. Reporters prefer concise, well-crafted pitches over phone calls.

The New Phone Call

Use Twitter and Facebook to your advantage. Follow reporters to understand their preferences and work style. Create a file on each reporter with relevant details to tailor your pitches effectively.

Sample Local Release

Here’s how to craft an effective local release:

Subject: Seminar on Anti-Bullying Strategies for Families

Hi [First Name],

I have an upcoming event that might interest you. Anti-bullying expert John Graden will be hosting a seminar designed to help families manage and prevent bullying.

The 90-minute seminar will take place at the Palm Harbor Public Library on Saturday, November 22nd, at 11 am.

I’ve included a video news release for your convenience. Feel free to use it as is or edit it as needed. Let me know if you require individual clips. Additionally, I’ll send a calendar invite for the event.

This seminar could greatly benefit your audience by offering practical strategies for handling bullying. You might also want to bring your kids, Sally and Joey, to the event.

If you’re interested, I can arrange an interview with John Graden, who offers valuable insights on bullying.

Here are the video and event details:

VIDEO 1
VIDEO 2
VIDEO 3
Editable Video Package

Best regards,
Your Name
Your Contact Information

FOR IMMEDIATE RELEASE

Anti-Bullying Expert to Present Seminar for Families

Tampa Bay, FL - Bullying remains a persistent issue, and many families lack effective strategies to address it. Anti-bullying expert John Graden will lead a seminar to help families learn prevention and intervention techniques. The 90-minute seminar starts at 11 am on Saturday, November 22nd, at the Palm Harbor Public Library.

VIDEO 1 link
VIDEO 2 link
VIDEO 3 link
Editable Video Package link

CONTACT

Library Info
John Graden Info [website, video, email, and phone]

To pitch successfully to the media, understand their preferences and follow best practices. Utilize video news releases, build professional relationships, and respect their time. Learn how to leverage local hits for national exposure and maintain professionalism throughout the process.