The Only Anti-Aging Cream Kids Should Buy…
This campaign from Kiehl’s is wonderful for so many reasons. But the reason it works? Let’s delve in……
Crafting a pitch to a journalist may seem easy, but getting it wrong can jeopardise your chances of getting an incredible piece of coverage.
There are basic rules to keep in mind:
Take. it. slow. Instead of a spray-and-pray approach, make sure each journalist you contact will have a seemingly genuine interest. Research the media outlet as well as the writer – find out what they cover, and who the audience is to make sure you meet those requirements.
Journalists are inundated with hundreds of pitches every day. With inboxes bursting, they do not have the time to reply to each and every one. Don’t be afraid to follow up in case your email has been missed, but learn to graciously move on if you hear nothing back!
The journalist may love your topic, BUT may also need the buy-in from their editor. Sometimes the stars don’t align. Even having the initial conversation can be a foot in the door for future opportunities.
Internal pressures on PRs can mean there is a need to know when coverage will appear, how many pages/links etc. and even a need to have key messages, images or video included – tread carefully and understand that most journalists will try to help, but ultimately with free editorial you do not have control over the final piece.
Explain in 1-2 paragraphs what the story is, and why it would be of interest to their readers. Capturing attention and standing out is important, but so is having the information and sources instantly available.
Images, video, headshots, b-roll, spokesperson bio – what will the journalist need to bring the story to life? Add them to a google doc link and make it super easy for them to access all in one place.
Your email should not look like sales copy! A PR approach is to present the brand’s news in a wider context. Keep an eye on the news agenda, and find where your brand fits in.
Don’t just take our word for it..! Here are some of the latest musing from journalists:
To learn more about how you can do your own PR, get in touch!
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