Step-by-step guide to writing media pitches to gain press attention, getting your brand noticed, and measure public relations success without the PR flack. Especially relevant for the tech and startup industry, but with key insights for B2B and B2C consumer brands. Includes key steps to writing a great pitch, sample templates and common missteps.
Also features quick tips on how to measure PR success by utilizing coverage tracking, mentions, Google Analytics, and branded searches.
More information at: www.pinegrovepr.com
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ashley@pinegrovepr.com
Written and published by Pinegrove Public Relations, Seattle, WA, all content belongs directly to PPR.
4. PitchingwithPurpose
What’s the focus of the pitch?
- Achieve coverage of your
business or company
- Introduce yourself/your
company to a media outlet
- Provide value (data,
sources, opinions)
HOTTIP:
Providing valuable, timely
information to a
journalist is one of the
best ways to create a
relationship with a target
publication. Have new
data, sources, or an in-
house expert who can weigh
in on a trend?
Use them!
5. PitchingwithPurpose
How will you measure pitch
success?
- Pieces of coverage
- Website traffic
- Increase in branded
searches
- Social media buzz
Watchdemspikes!
6. MeasurementQuickTips
Extra!
Coverage Tracking
- Use a tracking service like
Mention (www.mention.com) to
help gather all your press hits
and keep tabs on brand
coverage.
- If you don’t have budget for a
tracking tool, setting Google
Alerts can help pick up the
biggest pieces.
Website Traffic/Branded Searches
- If increased website traffic is
your biggest goal, check Google
Analytics for past referral
traffic to see what outlets are
pushing the most traffic to
your site.
- Often, it’s smaller, more niche
outlets the provide the most
valuable traffic, not the big
TechCrunch hits.
- Watch for branded search spikes
in addition to increased
traffic, oftentimes outlets
have rules about linking
directly back in articles, so
branded search increases can
sometimes show traction.
Social Buzz
- If you’re looking to make a
splash on social, leverage
influencers in your space.
Treat them as VIPs and give
them a first look at news and
features you want them to
share.
8. Limited Edition - $189
RemovetheBias
Ask yourself the hard
questions, because the media
definitely will:
- What makes your brand
better than others?
- How do you differentiate
yourself from your
competitors?
- Why should your target
outlet care?
Inonesentence,Talkabout howyour
Brandisinnovatingthespace, why
whatyou’redoingmattersand whoit
mattersto.
“AtFitChip,we’vedevelopedastick-on
electrodeforprofessionalathletesthat
measuresallvitalactivitiesinreal
time,helpspredictfutureperformance,
andcanhead-offpotentialhealthrisks
beforetheyhappen.”
9. Limited Edition - $189
RemovetheBias Becomeanexpertinyourown
industry.
Knowinghowtopitchproperly
includesknowingwhat’sgoingon
inyourmarket,notonlyfroma
competitivestandpoint,butalso
whereyoufitintothemarketplace
fromathird-partyperspective.
- What are the major trends
in your industry?
- How does your company fit
into those trends?
- Find the stories you want
to be in, and create an
unbiased angle to help your
brand fit into future
stories
11. ChooseTheeTargetWisely
- Do your research
- Don’t perpetuate the crappy PR industry reputation by blanket
pitching everyone and their mother at TechCrunch.
- Look up prior articles and make sure they’ve recently written on
your market/topic/area of focus.
- When you’re convinced you’ve found a relevant contact, you can
pitch them. ONCE. A follow-up is acceptable, but trust that the
journalist has seen your email, and if he/she isn’t responding,
it’s a no.
- Refine your pitch, and potentially research and try another
relevant contact, as long as you’ve given enough time for your
first target to respond.
12. ThouShaltKeepItShort
- A paragraph (maybe two) is plenty
- If you can’t sum up your company messaging in a few sentences, it
needs to be revised.
- Get to the point. What are you asking for? An interview? Just
providing information? Offering up some expert quotes? Tell your
recipient within the first few sentences, and then repeat the ask
at the end.
- Links are okay, attachments usually aren’t. Unless the journalist
asks for an attachment, leave them out. You can paste additional
information underneath the signature line, or just simply include
a link.
13. HonorTheGoldenRule
- Treat them like you’d like to be treated
- Newsflash - journalists are working people just like you and me.
Treat them as such. There is nothing wrong with your pitch being
a little conversational or (gasp) even controversial and fun to
read. Can you imagine skimming dry boring press releases day
after day? You’d probably be a little hesitant to open all those
unsolicited emails too.
- Honor their time. They’re busy, you’re busy, we’re all busy. Give
them relevant, timely, intriguing information and let’s all get
on with our day.
- Be available. If you pitch someone, their email should be
responded to immediately and your representative should be ready
to talk. Make sure you’re prepared.
14. QuickPitchTemplate
Extra!
When in doubt, try this:
Hi [journalist],
My name is [name] and I work with [company name, hyperlinked]. At [company
name], we have developed [product/technology] that [main differentiator] for
[target audience] helping them to [benefit of use].
I recently read your article on [outlet name] on [subject], and I thought
you might be interested in our perspective on [trend]. I’d love to set up a
quick 20 minute intro call to have one of our [executive team, experts,
clients] talk to you about their thoughts on where the [market, trend,
company} is heading. [Optional to add another hook here. We thought your
point about xyz was intriguing, but we have a more controversial
viewpoint..].
Please let me know if there is a day/time that works best for you.
[your name]
Doyourresearch,
actuallyreadtheir
articles