Whether you’re looking to build brand awareness or credibility for your healthcare company, media coverage is one of the best ways to get your company noticed. However, it is not easy to land a pitch for a media placement with journalists--especially in our industry. Check out these tips from PR professionals on how to land a pitch successfully.1. Do your research and get to know them.
Knowing who you are pitching to is key to landing the pitch.
If you are going to pitch to a journalist, then first be familiar with their publication/broadcast.— Shane Perry, APR (@shanebperry) July 13, 2021
Read what they've written. Ask what's on their radar. Follow them and track their interests.— Marie Cook (@mdalycook) July 14, 2021
Be sure to first visit the publication’s website and take note of the types of stories and topics being covered. This helps you figure out the journalist’s writing style and preferences. Doing your research will make sure your pitch will be relevant not only to the publication’s readers, but will also be aligned with the journalist’s previous work and interests.
Figure out journalists' pitch preferences (what types of articles do they usually write?), and pitch them on topics you know they are passionate about! This can begin to pave a road for long-term relationship building and a genuine connection.💡— Propel (@PropelPRM) July 13, 2021
There’s nothing worse than pitching a topic to a journalist who doesn’t write about it. It’s essentially telling them that you haven’t read their work, but you want them to do a favor for you. On the flip side, using an authentic opening complimenting a specific aspect of one of their pieces and explaining why you thought your story would be of specific interest to them goes a long way in showing you respect them.
2. Engage with their content.
Most of the journalists you want to pitch to are on social media. This provides an easy, noninvasive platform to communicate on. It is also a great way to build a relationship with journalists. You’ll become a familiar name to them as you consistently engage with their posts. “Like” their stories. Leave comments. When it comes time to email them a pitch, chances are they will recognize your name and be more inclined to give you some of their time.
Read their articles, follow them on Twitter (or other SM) and engage with their content - not talking about like-bombing, rather sharing views on their content, giving advice/help if they have a journorequest etc. Being helpful and insightful can never go wrong.— Sarolta Ács (@SaroltaPR) July 13, 2021
Engage, compliment, share their content!— Natasha M Brown (@NatashaBrownPR) July 13, 2021
Publicist Christina Coons also shares how you can engage and interact with journalists beyond social media:
Add them to a Twitter List, interact with their posts, and schedule a meet and greet on Zoom to learn more about them and see how you can collaborate. I always ask how my firm can make their process easier.— Christina Coons (@ChristinaMCoons) July 16, 2021
Remember, as with any relationship, it’s a two-way street. The more value you freely offer to them, the more interest you show, the more likely they will return that same energy to your pitches.
Successfully landing a successful pitch isn’t a one-time thing--it’s about finding a way to facilitate continual coverage for your company. This is where all of those relationships that you’ve been building with the journalists through engagement will come full circle, so be sure to keep these tips in mind the next time you are pitching!