You know where you’re going to pitch, so it’s time to figure out what you’re going to say when you get in contact. The success of your organic public relations strategy relies on the story you have to tell; whether you’re pitching news or just an interesting story related to your business, you’ll have to organize the points that make you a newsworthy contact and a credible resource.
Let’s get started with tips for pitching over email. Below you’ll find six tips to help you get pitching and generating ink for your company.
01: Create a press release.
If you have an in-house or freelance copywriter at your disposal, leverage him or her to create a press release
as supplemental information in case you run into a reporter looking for more information before setting up an interview.
Don’t fret if you’re not acquainted with a copywriter; if you have strong writing skills, you should be able to figure it out on your own. For more tips on press release writing, head over here
02: Focus on differentiators.
What makes your story or company unique? Journalists are wary of telling the same story over and over again. What they want are reasons why your company is different from the competition or why your story is unique. Make sure you incorporate those differentiators into your email pitch.
03: Don’t bury the lead.
What are the main points you want to convey to the editor or journalist? Fluff is a huge turn-off in a pitch; what the writer wants is the crux of the story idea delivered quickly and efficiently. “Burying the lead” means hiding the most important information between layers of fluff, and it’s an easy way to force the writer to gloss over your email.
04: Develop a catchy subject line.
Journalists get hundreds of emails everyday. If you want the reporter to actually read your pitch, you have to create a subject line that grabs his or her attention. Stay away from buzzwords like “cutting-edge” and “innovative” and focus on conveying the most interesting or unique element of the pitch as efficiently as you can.
05: Keep it short and to the point.
You don’t have to tell the entire story in your pitch. All you need to do is communicate the relevant information and grab the journalist’s attention. As we mentioned above, writers sift through hundreds of emails a day. You don’t have their attention for very long, so make sure to stick to the point and convey the story in 1-3 short paragraphs.
06: Offer a resource for an interview.
Like every good business communication, including a “call to action” is crucial to generating ink on your company. You have something of value to the reporter—a credible witness to your story who can give the story a human basis. Before closing your email, offer the writer access to a credible resource who can offer more information.