This is Part 3 in a five-part series titled The Art of the Pitch. Part 1, Four Factors That Make for an Ideal Pitch, can be found here. Part 2, Doing Your Pitch Homework, can be found here.

Once you’ve got a compelling story idea, an expert source at the ready, and a particular journalist in mind, it’s time to write that pitch. How well this is done can be the difference between an interview and an express route to the trash bin.  Consider following these simple steps for maximum likelihood of success.

Keep it Short

The journalist you’re contacting is likely under a current deadline. Chances are also excellent that they constantly receive unprompted story suggestions, some of which are only marginally relevant to their beat. They don’t have time to read a novel, so you’d better get to the point quickly.

Don’t beat around the bush. Use the subject line to quickly summarize why you’re writing. Tell them what the story is, your source’s credentials, and what they can offer. A general rule of thumb to follow is three paragraphs maximum – and by paragraphs, I mean 2-4 sentences per paragraph.

Keep it Interesting

This is a no-brainer that can also be difficult to get right. I generally try not to get too cute when pitching journalists, but I don’t want to be overly vanilla either. Strive for punchy, concise copy that tells the reporter exactly how you envision the story, and your source’s compelling role within that story.

Keep it Custom

Whenever possible, tailor the pitch for the journalist that’s receiving it. Mention the publication. Talk about an upcoming issue for which this story would be a perfect fit. Make sure they know that you wrote this pitch with them specifically in mind.

And whatever you do, don’t use the salutations “Dear Sir or Madam”, “Hello”, or another generic greeting that basically screams “You’re on a mass media list and every one of them got this exact pitch.”

Part 4 of The Art of the Pitch will be posted next week, in which we’ll discuss “Sending the Pitch”.

This is Part 2 in a five-part series titled The Art of the Pitch. Part 1, Four Factors That Make for an Ideal Pitch, can be found here.

Know the Subject

In order to create an effective media pitch, a PR practitioner should know the industry well enough to know why this particular pitch is relevant.

“This could have a major impact on the industry” by itself is probably the biggest cop-out you can have in a media pitch. It suggests that the PR person hasn’t done enough research to know what impact, if any, there might actually be. Show, don’t tell, is a common theme used by journalists, and it should apply just as well for PR practitioners. Does the story you’re suggesting change legal precedent? Make us safer? Provide a new or better service to society? Improve upon an existing product in a meaningful way? General platitudes about “impact,” “shakeup”, and “trends”, without explanation or elaboration, will get you nowhere.

Know the Media

It’s not enough to know the industry – you’ve got to know the media that covers that industry. What outlets have covered this subject before? Which ones have done the best job? Is there a specific beat reporter, or should you go through an assignment editor?

Some publications allow contributed articles; some do not. Some have daily deadlines; others plan stories for weeks or more. Has the story you’re pitching been covered to death already? These are highly relevant details that should help shape your outreach.

Know the Journalist

Part of the PR professional’s job is to put him or herself in the shoes of the journalist. Make sure you’ve got the right contact before firing off that email. Try to avoid the “shotgun” approach in which you simply replace the name at the top and blast out a pitch to 100 people. Have they covered this issue or service before?

Customize. Empathize. Humanize. This approach may take longer, but it will likely yield better results.

Part 3 of The Art of the Pitch will be posted next week, in which we’ll discuss “Crafting the Pitch”.

This is part one in a five-part series titled The Art of the Pitch. Join us each Friday from May 4 through June 1 as we discuss successful media outreach strategies. 

Just as advertisers try to “pitch” consumers a message they hope will resonate, public relations professionals pitch journalists with suggestions for stories, on behalf of their clients. But not all pitches are created equal, and it helps to understand what circumstances create the most favorable conditions for eventual media exposure.

For our purposes, let’s assume you’ve got a fully-prepared spokesperson ready and available to do an interview . All you need to do is secure and arrange the opportunity.

#1 – Business Relevance

The most vital step in any media relations program is to consider what kinds of coverage make the most sense from a business perspective. Coverage in the Baltimore Sun likely won’t do much good for a business that operates solely in Seattle, for example, nor will coverage in a consumer interest publication for a B-to-B manufacturer. If you want to sell more widgets, focus on the media whose audience may be interested in those widgets.

#2 – Current Events

News, by definition, is the reporting of a recent event.  Journalists need sources to comment on these events, so the more you can match the needs of your source to the needs of the journalist, the better it is for everyone.

General, how-to stories work well enough, but the most successful pitches address a current event and provide a source for commentary.

#3 – Source Expertise

This one may seem obvious, but it’s worth considering for a moment whether the topic you’re pitching aligns with the expertise of your spokesperson. Sometimes PR people get a little trigger-happy with the media relations before doing due diligence with the source, and that’s a mistake. For example, with our law firm clients we are careful to check that a certain case or court ruling is something they’ve been following, and could speak about with authority.

The last thing you want is to secure an interview with a journalist, only to have the source decline because they’re not familiar with the subject.

#4 – Timeliness

The world of public relations revolves rapidly. What’s hot today is old news by tomorrow. Media deadlines are short, so timely outreach is vital. PR departments (and their agencies) need to pay close attention to what’s making news (or better yet, what’s likely to be making news in the near future). Make sure that your spokespeople are available and not, say, taking a cross-country flight in the next few hours after pitching an interview. Journalists won’t wait.

This is a bird’s-eye view of four critical elements that make for an ideal media pitch. Part 2 of The Art of the Pitch will be posted next week, in which we’ll discuss “Doing Your Pitch Homework”.