Pitching can be nerve-wracking the first time around. Are you emailing the right reporter? What if you don’t know the answers to their questions? Are you doing this right?
Don’t let the “what ifs” get you down. I have been yelled at in the past, publicly called out on mistakes, and hung up on. I have scored amazing coverage for our clients in top-tier outlets and formed strong relationships because of it.
Here are a few of my pitching tips that helped me score coverage over the years. Feel free to add your pitching tips and tricks in the comments below.
Be a news junkie
One of the most important pieces of advice I have ever received is to read—and read a lot. Know everything possible about your client’s industry, the reporters covering it, and the outlets in which they are published. Read about the competitors, the trends, and the news announcements being made. By being up-to-speed with what is happening in your client’s industry, you can quickly and easily insert them into new stories and ongoing conversations. Use these trends as fodder to create a larger story in which your client can be used as a resource and thought leader in the space.
Write gutsy subject lines