Pitching your business story to a journalist approaches the best of what professional communication has to offer: a blend of strategy, persuasiveness and storytelling.
However, even the most seasoned business owners often tread the path of common misconceptions that can (read: WILL) hinder their success. If you're planning to put the word out about your business, consider unlearning these deeply ingrained lessons for a more effective approach to media pitches.
Many entrepreneurs believe that dialling up the intensity and making grandiose claims about their business will capture a journalist’s attention.
In fact, journalists, seasoned by years of experience and cynical from hyperbolic pitches, prefer straightforward, genuine stories. So, instead of saying your product is a "game-changer" or a "revolution in the industry", focus on more tangible attributes and real-world impacts.
"...instead of saying your product is a "game-changer"...focus on more tangible attributes and real-world impacts."
It’s easy to fall into the trap of believing that once you pitch your story, it should be covered, owing to its inherent brilliance or importance.
However, journalists have editorial constraints and interests that guide their selections. Acknowledging this and aligning your story to fit their publication's style, audience and topical focus increases your chances of getting picked up.
"...aligning your story to fit their publication's style, audience and topical focus increases your chances..."
In the effort to be comprehensive, you might think inundating a journalist with every possible detail of your business is the way forward.
Nope! This is waaaaaay more likely to be counterproductive.
What works better is a concise, compelling pitch with a straightforward headline, a brief summary and an offer to provide more details if they are interested. This respects the journalist’s time and matches their need for clarity and brevity.
"What works...is a concise, compelling pitch with a straightforward headline, a brief summary and an offer to provide more details..."
While professionalism is non-negotiable, an overly formal tone can detach from the human interest angle that many journalists seek.
Your pitch should sound human and relatable, not robotic or like a press release or corporate memo.
Use natural language and convey enthusiasm for your story without resorting to jargon or sterile formalities.
"Your pitch should sound human and relatable..."
A generic pitch sent to multiple journalists across different media outlets might seem efficient, but it's ineffective.
Each publication has its unique angle and audience. Tailor your pitches to reflect an understanding of what each journalist covers, their style, and what their readers care about. Personalisation shows genuine interest and enhances your credibility.
"Tailor your pitches to reflect an understanding of what each journalist covers..."
While following up is crucial, doing so too soon or too frequently can seem super desperate or even pushy.
Give journalists a reasonable amount of time to digest your pitch. If you haven’t heard back within a week, then a gentle nudge via email is appropriate. Most importantly, always be courteous and respectful of their deadlines and workload.
"Give journalists a reasonable amount of time to digest your pitch."
It's tempting to use industry-specific jargon to demonstrate your knowledge or credibility. However, jargon can alienate those who aren’t familiar with the terminology, including journalists who cover a wide range of topics.
Instead, explain your business or product with clear, accessible language that anyone can understand.
"...explain your business or product with clear, accessible language..."
While features of your product or service are important, journalists are looking for narratives that will engage their readers.
The human element, emotional connection, or a unique problem-solving story related to your business often holds more allure than a simple list of features.
Frame your pitch around a story, NOT just your product.
"Frame your pitch around a story, NOT just your product."
The desire to see your business name in print can sometimes override the consideration of the quality or angle of the coverage.
Badly aligned stories can damage reputation or mislead your audience. Be selective about where and how your story will be featured. Ensure the journalist and outlet resonate with your brand values and message.
"Badly aligned stories can damage reputation..."
There’s a thin line between being persistent and being annoying.
Repeatedly contacting a journalist after they’ve shown disinterest, or using pushy tactics to secure coverage, can burn bridges and harm your reputation in media circles.
"...using pushy tactics to secure coverage, can burn bridges..."
Always balance persistence with politeness and professional courtesy.
When it comes to media pitches, the devil is often in the detail. Unlearn these outdated lessons and approach journalists with an attitude that respects both their time and their needs.
"Remember, a successful pitch is as much about the delivery as the story itself."
By doing so, you nurture relationships that could be beneficial both now and in future collaborations. Remember, a successful pitch is as much about the delivery as the story itself.
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