Pitching the media is certainly no walk in the park; in fact, it can sometimes feel more like climbing Mt. Everest. Some pitches are easier than others, and if you've been fortunate enough to do media outreach for a commodity board, government agency or cutting edge technology — consider yourself blessed, as editors tend to like this type of content.
But, even for the lucky ones, sometimes there is no news, or the news is boring. Perhaps you are facing negative sentiment in the media or fighting existing consumer perceptions. Maybe you are even talking about taboo topics, or heaven forbid, bodily functions.
Over the years, we have worked with a lot of brands — some more challenged to secure media coverage than others — and have uncovered strategies that can enhance your pitching success.
Don't Take the Basics for Granted
First, position yourself for success by following these pitching fundamentals:
- Be Timely: Start reaching out 3-6 months prior to your targeted coverage window so you can cast a wide net with long lead publications, especially around seasonal holidays. It's not just magazines you need to think about; many newspapers offer some of their best opportunities for coverage in special sections designed months in advance.
- Be the Hero, Expert or Solution: Ask yourself how your brand can help solve a problem or enrich a story an editor is already trying to tell. This is an effective strategy to help garner great coverage and build trust in your brand.
- Respect the Editor's Needs: Tailor your outreach to meet the needs of each reporter, editor or publisher. How have they incorporated brands in past articles? Who is their audience? How is your brand aligned with that audience? Remember - your brand will rarely be the story, so be flexible to create coverage opportunities.
- Look for the Local Connection: Traditional media outlets are laser focused on creating local connections for their viewers and readers. Make sure they know what assets you have available to help. For example, do you have contest winners, or local sources that can help an editor customize the story for their market or publication?
Align Your Outreach with Content that's in High Demand
While tying your story to a holiday or current event might seem mundane, editors are looking for content to fill these themes. In fact, we hear from editors every week who are looking for content in these areas:
- Food Editors: Holidays, Special Events (think Super Bowl, Oscars and the World Cup versus National Toilet Paper Day), Health/Nutrition, Convenience, Budget-Friendly and Family/Kid-Friendly.
- Lifestyle Editors: Holidays, Special Events, Health/Wellness, Real Estate/Home, Lawn & Garden, Careers and Personal Finance.
Ultimately, when you align yourself with a known need, you significantly increase your chances of scoring coverage and enhance your opportunity to tell the brand's story as you want it heard. But, don't confuse your campaign with your objective. For example, your goal may be to get more women cleaning with your product, but the best way to reach that audience is to tell a story about how to prep your house for holiday guests. Use the story angle to position why your product is best suited to help her perform the task at hand.
Invest in Developing Quality Assets
In a recent independent study, we found that 68 percent of editors consider high-resolution, color photography a significant factor when selecting content. Here are some tips to help you assemble quality assets:
- Invest in high-resolution, professional images. Avoid including faces, if feasible, as editors prefer to feature local individuals when they can.
- Have culturally relevant imagery available to tailor to the publication you are pitching.
- Utilize stock photography only when a custom shot is unwarranted or cost prohibitive. Make sure you purchase appropriate rights for your planned use.
Despite an uphill climb, you can still generate great coverage for your challenging brands by following these tips. Just remember: Pitching 101, aligning your pitch with themes in high demand and developing quality assets to support your target outlets.
This post is the first in a series on "Pitching Challenging Brands." We will spotlight several specific tools for your pitching toolbox that can take those challenging campaigns to the next level. Be sure to follow us on LinkedIn or Twitter so you don't miss future posts.
PR Pros — What pitching challenges have you faced? Are there any specific pitching challenges you would like to see in future posts? Let us know in the comments.