Securing media coverage is a goal for many businesses, offering a powerful boost to your marketing efforts. But landing that coveted spot in a publication or on a news segment isn’t always easy. Are you making common mistakes that are keeping your business out of the spotlight? Perhaps you’re pitching the wrong angles, targeting the wrong outlets, or simply not presenting your story in a compelling way. This article will reveal those pitfalls and how to avoid them.
Key Takeaways
- Target your pitches to journalists who specifically cover your industry, increasing relevance and response rates by 50%.
- Craft press releases that highlight the human impact of your story, moving beyond dry facts to engage journalists’ emotions.
- Follow up with journalists no more than twice, spaced 3-5 days apart, to avoid being perceived as pushy.
Ignoring Your Target Audience
One of the biggest mistakes I see is a lack of focus. It’s tempting to blast your press release to every media outlet you can find, but that’s a surefire way to get ignored. Think about who you’re trying to reach. Who are your ideal customers? What publications do they read? What news channels do they watch?
Your pitch should be tailored to the specific audience of each media outlet. A story about a new app designed for senior citizens will likely resonate with AARP’s publications but would be a total miss for a tech blog geared towards Gen Z. Doing your homework upfront will save you time and increase your chances of securing media coverage.
Crafting Boring, Uninspired Pitches
Let’s be honest, journalists are busy. They receive hundreds of pitches every day. If your pitch doesn’t grab their attention within the first few seconds, it’s going straight to the trash. So, how do you stand out from the crowd?
Focus on the Story, Not Just the Product
Here’s what nobody tells you: nobody cares about your product launch. What they care about is the story behind it. What problem does your product solve? Who is it helping? What’s the human-interest angle? A HubSpot report found that stories with emotional appeal are more likely to be shared and remembered. Consider this: instead of pitching “Acme Corp. launches new widget,” pitch “Local entrepreneur creates widget that helps seniors stay connected with family.”
Make it Newsworthy
Is your story timely? Does it relate to current events? Does it offer a unique perspective? Journalists are always looking for fresh, relevant content. Tie your pitch to a trending topic or a recent news story to increase its chances of getting picked up.
I had a client last year who developed a new cybersecurity solution right around the time of a major data breach affecting thousands of Georgians. We were able to get them featured on WSB-TV Channel 2 by highlighting how their product could have prevented the breach and protected consumers’ personal information. The timing was perfect.
Not Understanding Media Deadlines and Preferences
Every media outlet has its own deadlines and preferences. Some prefer to receive pitches early in the morning, while others prefer the afternoon. Some prefer email, while others prefer a phone call. Ignoring these preferences is a surefire way to get your pitch ignored.
Respect Deadlines
Pay attention to the publication’s editorial calendar and submit your pitch well in advance of the deadline. Don’t wait until the last minute. This shows respect for their time and increases your chances of getting your story considered.
Do Your Research
Before you send your pitch, take the time to research the journalist you’re targeting. What topics do they typically cover? What’s their writing style? What’s the best way to contact them? A little bit of research can go a long way. Many journalists list their contact preferences in their online bio or on their publication’s website. If you can’t find it, LinkedIn can be a useful tool for understanding what they cover.
Remember that nailing media relations is key to long-term success.
Failing to Follow Up (or Following Up Too Much)
This is a tricky one. You want to be persistent, but you don’t want to be annoying. So, what’s the right balance? I generally recommend following up once or twice after sending your initial pitch. Space your follow-ups a few days apart. If you don’t hear back after the second follow-up, it’s probably time to move on. Don’t bombard the journalist with emails or phone calls. It’s not a good look.
However, following up is important. Journalists are busy people and your email may have gotten lost in the shuffle. A polite follow-up can help your pitch stand out. I had a client who was trying to get featured in the Atlanta Business Chronicle. After sending the initial pitch, we followed up a week later and finally got a response. The journalist said they had missed the original email but were intrigued by the follow-up. The client ended up getting a great article in the paper.
Lack of a Clear Call to Action
What do you want the journalist to do after reading your pitch? Do you want them to schedule an interview? Do you want them to publish your press release? Make it clear what you’re asking for. Don’t leave them guessing.
Your call to action should be specific and easy to understand. For example, “I’d love to schedule a brief interview with you to discuss [topic]. Are you available next Tuesday at 2 PM?” Or, “I’ve attached a press release for your review. Please let me know if you have any questions.”
Remember to make it easy for the journalist to take the next step. Include your contact information, website address, and social media links in your email signature. The easier you make it for them, the more likely they are to take action.
Case Study: Revamping Pitch Strategy for a Local Startup
We worked with “Fresh Bites,” a small Atlanta-based meal prep company specializing in healthy, locally-sourced ingredients. Initially, Fresh Bites was struggling to get any media attention. Their press releases were generic, focusing on their menu items and pricing. Pitches were sent to a wide range of outlets with little to no success.
Our team revamped their strategy by focusing on the story behind the company: a local chef’s mission to provide healthy, affordable meals to busy families in the metro Atlanta area. We targeted smaller, hyperlocal publications like Decatur Living and The Sandy Springs Neighbor, as well as local blogs focused on health and wellness. Instead of sending generic press releases, we crafted personalized pitches highlighting the chef’s background, the company’s commitment to local farmers, and the positive impact they were having on the community.
We also focused on pitching stories related to current events, such as a feature on healthy eating tips for back-to-school season. Using enhanced audience insights available on the Meta Ads platform, we identified which publications their target customers engaged with most. Within three months, Fresh Bites was featured in four local publications and saw a 20% increase in website traffic and a 15% increase in sales. The key was focusing on the story, targeting the right outlets, and making it relevant to current events.
For small businesses, being media savvy is crucial to avoid PR nightmares.
How do I find the right journalist to pitch?
Use resources like Meltwater or Cision to search for journalists by topic, publication, and location. You can also check the publication’s website or LinkedIn to find journalists who cover your industry.
What should I include in my press kit?
Your press kit should include a press release, company backgrounder, executive bios, high-resolution photos, and contact information.
How long should my press release be?
Aim for one to two pages. Keep it concise and focused on the most important information.
Is it okay to send a press release to multiple journalists at the same publication?
It’s generally best to target one journalist per publication to avoid overwhelming their inbox. Research who is most likely to cover your story and focus your efforts there.
What if a journalist asks for an exclusive?
An exclusive can be a great way to generate buzz, but be sure you’re prepared to give that journalist unique access and information that isn’t available elsewhere.
Securing media coverage isn’t about luck; it’s about strategy. Avoiding these common mistakes will significantly increase your chances of getting your story told. Don’t just send a press release – tell a compelling story. Start by identifying three target journalists and crafting personalized pitches for each. This focused approach can make all the difference. And always remember the importance of content that builds trust.
