healthcare PR #KNBeInformed

KNBe Informed: The 2 Actions to take to Land Your Next Pitch - from Industry Experts

By Angela Chan

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.

Digital Marketing and PR instructor Shane Perry and Communications expert Marie Cook shares: 

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.

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.

To engage with content effectively, PR experts Sarolta Ács and Natasha Brown shares:

Publicist Christina Coons also shares how you can engage and interact with journalists beyond social media:

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!
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by Angela Chan

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