Blog courtesy of Bridge Global Strategies

In our first post in this series, we examined the first stage of developing a winning PR strategy for small businesses (Research and Planning). We described the steps you should take to analyze your target audience, identify media channels for reaching your audience and develop compelling story ideas that will help you entice media gatekeepers, such as reporters, editors and bloggers. After you’ve completed the research and planning phase, it’s time to start pitching your story to the media.

But before you put out a clarion call to your wish list of reporters, here are some simple tips to help you perfect your approach:

Don’t Be Salesy

Think about the first time you presented something to a group of people. It is uncomfortable, almost robotic, and you so desperately want everyone to be intrigued by your topic. Media pitching for the first time can yield very similar results, which only creates more tension for everyone. Keep in mind that reporters need pitches to cover stories, so there is nothing to be worried about. Focus on being creative and conversational, and most-likely, if your content is relevant to their audience, your pitch will be appreciated, regardless of whether or not it results in a placement.

Write, Edit, and Edit Again

Your first point of contact with a reporter should be via email, unless an email address isn’t available. Some general rules of thumb for composing an effective email media pitch are:

  • Keep it brief – no more than 3-4 bite-sized paragraphs, unless there is a compelling reason to add more.
  • Use an exciting subject line – Use words that you think will resonate with the reporter, based on their editorial focus. Try to keep it less than 50 characters and don’t use the words “Press Re-lease.” Sometimes personalizing it by adding the name of the media outlet can help draw attention, but not always, so try different approaches to see what works.
  • Use a good lead-in – Like your subject line, your first sentence should be tailored specifically to the interests of the reporter you’re pitching.
  • Boil it down – Avoid using technical jargon or complex concepts that require a specialized background to understand (unless you are sure that the reporter has such a background)
  • Close it with a proposition – Offer the reporter the opportunity to interview someone from your company for additional insight.

Be Prepared to Follow Up:

Sometimes, it is human instinct to want to reach out a second time upon no reply, but think this one through before you execute. While the follow up is important, make sure that your content is relevant to the outlet and its audience before picking up the phone. For those times when following-up is worth both your time as well as the reporters, create talking points so that you are prepared to engage them and always anticipate follow-up questions. Being polite and courteous is always expected in any business call, but don’t beat around the bush with pleasantries; get right to the point of your call because reporters are always on deadline, and you’ll only have a short window of time to get your pitch in.

Getting media coverage is important, but building relationships is equally as important when it comes to PR. As a small business, these tips can help you hone in on your communication skills, and build rapport with reporters in your area. Don’t get discouraged if every pitch doesn’t turn into a story; the majority of your pitches won’t. Look at it with a positive outlook and ask the reporter for feedback, so that come the next story, you are already ahead of the game.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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