One of the ways to get great PR for your business is to write pitches that can be sent to the media and other places. The goal is to have your material published and even better, to become a regular contributor. But pitching isn’t only done to get your articles accepted. A pitch can be used to seek speaking opportunities, ask for book reviews, and more. It’s just so many aren’t sure how to do it right.
One who knows this best is Diana Ennen, of Virtual Word Publishing, a PR and marketing expert and author who celebrates 32 years as a successful small business owner and entrepreneur. Ennen’s recent article “PR Tips – Best Ways to Pitch the Media & Build Your Brand” explains what pitches can be used for as well as providing tips on the best ways to write an effective pitch. We feel your audience will enjoy this article and would welcome the running of same or the opportunity to send additional articles.
So…exactly what is a pitch? Let’s discuss the many types of pitches:
• A story to a reporter or editor – stories sell, just make yours relevant
• A pitch to a radio show, TV program, etc., to be a guest
• A pitch that accompanies an article, such as a tips or how to article, proving you are an expert.
• A pitch to book reviewers to ask for a book review
• A pitch to accompany a press release and show why the release is newsworthy and of interest to who you are sending it to
• A pitch for a blog tour including asking to be a guest blogger.
• A pitch to secure speaking engagements – letting them know why you would be the perfect speaker for their event or audience
In writing your pitch, here are some guidelines:
• Know what is newsworthy. Really know what is newsworthy. Now that you are doing yoga isn’t newsworthy, even though you are selling health products. However, you selling health-related products and you having a great tip article on how to cut sugar out of your diet or the best foods to eat with different medical issues to improve your health and wellness can be. Pitched right, you can get in major media and those sites that would be interested in what you are offering.
• Be aware of trends, editorial calendars, relatable human-interest stories, etc. Trends are especially awesome this time of year. Media loves to know the upcoming trends in 2018. So pitch those now! Example: Social media trends you need to know for 2018. Marketing trends for 2018. (You get the drift!)
• Pitch correctly to build great relationship and plan results. Know who you are targeting and why. READ their publications so you know what they cover. Your ace in the hole is when you provide the right publication with the right article and it’s error-free and provides killer tips.
• Think of unique angles and hooks you have for a news story. Give them something they don’t already have. In the pitch, spell it out clearly.
• Lead with the most important points of whatever you are sending. Don’t save the best for last. That subject line and first two sentences should open the door so you can proceed accordingly. Don’t just stop there and have fluff for the rest of the pitch.
• Use statistics when it adds to your pitch. Publications love to have stats they can quote. Just make sure they are quoted accurately with the proper attribution to the author.