Pitching Journalists? Avoid These Mistakes

How-To Guides on Pitching Journalists: Mistakes to Avoid

Want to get your story covered? Effective how-to guides on pitching journalists are essential for successful marketing and PR. But are you making mistakes that are landing your pitches straight in the trash? Discover the common pitfalls and learn how to craft pitches that get results.

1. Failing to Research the Journalist

This is Marketing 101, but it’s shocking how many people skip it. Don’t just blindly send your pitch to every journalist you can find. That’s like shouting into the wind on Peachtree Street near Lenox Square hoping someone will hear you. You need to target your pitches.

• Find the right journalist: Use tools like Cision or Meltwater to identify journalists who cover your industry and specific topics. These platforms allow you to search by keyword, publication, and even past articles.
• Read their work: Once you’ve identified a journalist, actually read their recent articles. Pay attention to their style, the types of stories they cover, and the sources they typically cite.
• Understand their beat: What topics does the journalist consistently cover? What angles do they tend to take? Tailor your pitch to align with their interests.

Pro Tip: Many journalists list their email address and areas of focus on their personal websites or social media profiles. Check those first!

2. Sending Generic Pitches

A generic pitch is a death sentence. Journalists receive dozens, if not hundreds, of pitches daily. If yours doesn’t stand out, it’s going straight to the delete bin. To avoid this, remember that actionable insights are key.

• Personalize your subject line: Instead of a vague “Press Release” subject line, try something like, “Local Atlanta Startup [Your Company] Disrupts [Industry] with New AI Tech.”
• Reference their past work: Start your email by mentioning a specific article they wrote and why you enjoyed it. For example: “I really appreciated your recent piece on the challenges facing small businesses in the Old Fourth Ward. I think you’d find our story relevant as we’re tackling a similar issue with a unique approach.”
• Tailor your angle: Don’t just send the same pitch to everyone. Adjust your angle to match the journalist’s specific beat and interests.

Common Mistake: Using a mail merge without actually personalizing the emails. Journalists can spot a generic email a mile away.

3. Burying the Lede

Journalists are busy. Get to the point quickly. Don’t make them wade through paragraphs of fluff to understand what your story is about.

• Start with the hook: Your first sentence should grab their attention and clearly state the main point of your story.
• Provide the key information upfront: Who, what, when, where, why, and how should be answered in the first paragraph.
• Keep it concise: Aim for a pitch that’s no more than 200-300 words.

Here’s what nobody tells you: Journalists are under immense pressure to produce content quickly. Make their job easier by providing all the essential information upfront.

4. Ignoring Editorial Calendars and Deadlines

Editorial calendars are your friend. They provide valuable insight into what publications are planning to cover in the coming months. Thinking about trending topics can help.

• Find editorial calendars: Many publications post their editorial calendars on their websites. Look for them in the “About Us” or “Advertise” sections.
• Plan your pitches accordingly: Time your pitches to align with relevant themes or topics in the editorial calendar.
• Respect deadlines: Pay attention to deadlines and submit your pitches well in advance.

Pro Tip: Follow journalists and publications on social media to stay informed about upcoming themes and deadlines.

5. Failing to Provide Value

Journalists aren’t interested in self-promotional pitches. They want stories that will resonate with their audience and provide value.

• Offer exclusive content: Give the journalist something they can’t get anywhere else. This could be an exclusive interview, early access to data, or a unique angle on a story.
• Provide data and evidence: Back up your claims with data and evidence. Cite credible sources and provide links to relevant research.
• Make it easy for them: Offer high-resolution images, videos, and other multimedia assets that they can use in their story.

I had a client last year who was launching a new line of sustainable packaging. Instead of just sending out a press release, we offered an exclusive interview with their CEO, along with data on the growing consumer demand for eco-friendly products. The result? A feature article in The Atlanta Business Chronicle and a significant boost in brand awareness.

6. Neglecting Follow-Up

Following up is crucial, but it’s a delicate balance. You don’t want to be annoying, but you also don’t want your pitch to get lost in the shuffle. PR expert interviews can give you an edge.

• Wait a few days: Give the journalist a few days to review your pitch before following up.
• Keep it brief: Your follow-up email should be short and to the point. Remind them of the key points of your story and offer to provide any additional information they need.
• Respect their decision: If they’re not interested, don’t keep pushing. Thank them for their time and move on.

Common Mistake: Sending multiple follow-up emails within a short period of time. This is a surefire way to get blacklisted.

7. Ignoring Media Ethics

Maintaining ethical standards is non-negotiable when pitching journalists. Failure to do so can damage your reputation and jeopardize your chances of future coverage.

• Be transparent: Disclose any potential conflicts of interest upfront. If you’re pitching a story about a company you have a financial stake in, be honest about it.
• Don’t offer bribes: Offering gifts, favors, or other incentives in exchange for coverage is unethical and illegal.
• Respect embargoes: If a journalist agrees to an embargo, honor it. Don’t release the information to other outlets before the agreed-upon date and time.

8. Failing to Track Your Results

How do you know if your pitching efforts are paying off? You need to track your results. Ensuring you have expert advice that drives real growth is vital.

• Monitor media coverage: Use tools like Google Alerts to track mentions of your company and your key terms.
• Track website traffic: Monitor your website traffic to see if there’s a correlation between media coverage and website visits.
• Analyze your data: Use your data to identify what’s working and what’s not. Adjust your pitching strategy accordingly.

We ran into this exact issue at my previous firm. We were sending out dozens of pitches every week, but we had no idea which ones were actually generating results. Once we started tracking our media coverage and website traffic, we were able to identify the types of stories that were resonating with journalists and the angles that were driving the most traffic to our site.

9. Not Having a Clear Call to Action

What do you want the journalist to do after reading your pitch? Make it clear.

• Suggest an interview: Offer to arrange an interview with your CEO, a subject matter expert, or a customer.
• Provide a sample product: If you’re pitching a product, offer to send a sample to the journalist for review.
• Invite them to an event: Invite the journalist to attend an upcoming event or product launch.

10. Overlooking Visuals

A picture is worth a thousand words. High-quality visuals can significantly increase the chances of your pitch being accepted.

• Include high-resolution images: Provide high-resolution images of your product, your team, or your event.
• Create compelling videos: Create short, engaging videos that showcase your story.
• Use infographics: Use infographics to present data and information in a visually appealing way.

Case Study: A local bakery in Decatur, GA, “Sweet Stack Creamery” wanted to promote its new line of vegan cupcakes. Instead of just sending out a press release, they included high-quality photos of the cupcakes and a short video showcasing the baking process. They pitched local food bloggers and journalists at publications like Atlanta Magazine. The result was a flurry of positive reviews and a significant increase in sales. Within a month, their vegan cupcake sales increased by 35%.

Crafting effective how-to guides on pitching journalists requires meticulous planning and execution. By avoiding these common mistakes, you can significantly increase your chances of getting your story covered and achieving your marketing goals. Now, go forth and pitch!

Stop thinking of pitching as a one-time event. Instead, view it as building relationships. Focus on providing value, being helpful, and building trust with journalists. These relationships are far more valuable than any single media placement.