What journalists wish PR professionals knew when it comes to pitching a news story
Posted
So, your PR pitch isn’t getting picked up by a journalist. You feel like you’ve got a compelling story to tell, with a newsworthy angle but when it comes to hearing a response back, all you hear is crickets.
So, your PR pitch isn’t getting picked up by a journalist. You feel like you’ve got a compelling story to tell, with a newsworthy angle but when it comes to hearing a response back, all you hear is crickets.
The silence can be deafening. So, let’s look at where you’ve gone wrong, or better still, where you could improve and who better to ask then going directly to the source. We asked a group of news journalists what makes a pitch fly and what makes one be just another lost email in an inbox . Are media releases old news? And what is the best way to reach out to the media with a story idea?
Are media releases still relevant?
Media releases are still relevant, but they need to get to the point fast. In the world of digital news, things are constantly moving and if I don’t see the story in the first few paragraphs, I’ll delete the email and move on.
What are you looking for in a killer pitch?
When it comes to a great pitch from a PR company, I am looking for a catchy subject line and some dot points. That’s it. Keep it short, sharp and to the point!
What are some of the PR no no’s?
What ticks me off is when the agency keeps following up on the same boring email. If I haven’t replied, it generally means that I’m not interested. Yes, people are busy but, if your story is good people will take notice.
Another big no no is when PR agencies contact multiple people in a newsroom. Choose one person first. There’s nothing worse than pitching a story to the boss and finding out another journalist is onto it.
There is nothing worse than finding out last minute that the talent you were given is not in fact who they say they are. Triple check the facts before sending the release to an editor or journalist. If you are pitching to a community newspaper, ensure the story is geographically relevant.
What are your tips for emerging PR professionals in the industry?
My tips are to develop relationships with journalists relevant to your clients, so you have a better chance of getting stories over the line. Always have a case study if you can. Avoid a survey, like a new survey has found Aussies think… they’re old news.
A strong visual can work wonders for a placement of a news piece. Be creative when pitching photos or visuals to accompany stories.
How can Sustainable Marketing Services help?
Sustainable Marketing Services have a proven track record in helping organisations elevate the profile of their brands, generate leads and create exposure in the media. We have strong experience working with the MAAA and the SAFA to name a few.
Sustainable Marketing Services can develop marketing, public relations, digital marketing and social media tailored for your organisation.
Meet us for coffee, we're happy to share our knowledge and understand how we can help your organisation take flight.
Sustainable Marketing Services is an award-winning Brisbane digital marketing agency with a long history of delivering sustainable success for our clients.
Book a complimentary meeting on 07 3446 5837 or via email us here.