Getting media coverage for your startup: making the pitch

This is part three in a three-part series. Part one covered whether or not your news is worthy, while part two looked at the mechanics of writing a news release. Now let’s look at making the pitch…

So, you have a well-written, newsworthy news release. That means you should have no problem getting press, right? WRONG!

Just as having a kickass business idea doesn’t mean you’ll get funding, the pitch is the crucial element that will determine whether or not a reporter will do a story about you.

Now considering you’re asking for words, you’d think it’d be easier than say, asking for $1-million in seed funding, but it might not be. Reporters are overworked, underpaid and under a lot of stress to deliver high quality news in short amounts of time. Also, the sheer volume of pitches they receive means the reality is many get ignored all together.

Because of this, an email pitch should be short and succinct and include all the relevant facts. Think of the reporter’s audience and craft a message that would appeal to them. Paste or link to your news release directly in the email (no attachments) and send early during business hours. While this is standard procedure, it doesn’t necessarily mean you’ll get coverage.

how do you cut through the clutter and dazzle reporters with your pitch? Here’s a few tips:

1. Do your homework
   A journalists biggest complaint about pitches is they are off-target. Specifically the person making the pitch has no idea what the journalist actually writes about. Before you pitch, read some articles and make sure that person covers the type of news you’re pitching. Thanks to Google, this is incredibly easy to do.
2. Flattery goes a long way
   And remember, big difference between flattery and ass kissing. You’ve already done your homework, maybe you really enjoyed something the reporter had written? Perhaps he/she recently made the move to a publication you really enjoy. Find common ground or a sincere compliment to assure the reporter you know what you’re doing.
3. A phone call just might do the trick
   Personally, I hate calling reporters. And many of them say they hate being called. BUT the truth is a phone call is a much more personal touch and usually warrants great results (Others agree as well). Be sure to call in the morning as many journalists (especially at daily newspapers) spend the afternoon writing and don’t like to be interrupted. Also, you can follow up after emailing a news release, but don’t say “Hey did you get my release?” Be ready with additional facts or information that could help them. 

And as a final point, be persistent, but not annoying. Don’t expect to put out a bunch of pitches and even hear back from one reporter the first time. Continue to send relevant news as it happens and eventually your hard work will pay off.

That’s the end of this three-part series… But wait! I do have one final piece of advice:

Develop Relationships!

Despite the second word in media relations being relations, many seem to forget it. The absolute and best way to get press is develop great relationships with the reporters, editors and journalists in your space.

Above all the steps I’ve outlined in this series, remember to reach out to reporters even when you don’t have news. Ask them out for coffee, or just send along helpful info that doesn’t benefit you directly. It’s networking and relationship management! Remember: reporters are people too.

By Kelly Rusk