Marketing and public relations (PR) professionals regularly engage with media personnel to spread information about marketing initiatives and employer news. Media pitches are a great way for these professionals to alert the proper media channels about any company advancements in the hope of receiving publicity. Learning more about media pitches, including some common strategies and examples, can help you develop the skills to promote an organization’s most important news.
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In this article, we describe a media pitch and its components, offer eight media pitch examples divided by strategy, and provide tips to help you successfully alert the media about important company information.
What is a media pitch?
A media pitch is a brief statement that a PR or marketing professional can send to a magazine or newspaper editor, radio show broadcaster, TV news producer, or influential media personality.
The purpose of this statement is to alert the reader of an advancement or other news within a company and convince them that it may be a worthwhile story. Depending on the publication, a pitch can persuade a media professional to write an article, create a news segment, or discuss the company’s advancement with their audience through other digital or print platforms.
In many cases, PR professionals may send a media pitch over email for ease and convenience. They may also contact media personnel by phone or through social media to describe a company’s news. If the media outlet chooses to run a story based on the pitch, the company can receive additional publicity and connections with potential customers. This can also spread awareness about new products, upcoming events, or exciting business changes.
Components of a Successful Media Pitch
Here are some components that many successful media pitches may include:
Engaging subject line
A great way to grab a media professional’s attention immediately is with a short but engaging email subject line. Since these professionals may decide whether to open the email based on this line, try to make it relevant and clear. Editors and other media personnel may receive a variety of media pitches from companies and individuals each day, so being able to make your statement stand out can impact whether you receive a reply.
Proper greeting
At the beginning of your pitch, be sure to address the reader by name. If you don’t know who you’ll be speaking to, try to complete some research so that you can personalize your pitch and begin a business relationship with the recipient. Depending on the desired level of formality, you can use a standard greeting like “Dear,” “Hello” or “Hi.” If appropriate, you can also introduce yourself after greeting your reader.
Benefit to reader
As you describe the company news or advancement, you can also discuss what you know about the media platform and its content. This can show that you’ve thought carefully about why this particular media outlet may be a good fit for your news. It can also allow you to describe the benefit the outlet may receive from a story.
For example, if you’re pitching a new product to a tech magazine, you can describe how this story can help them connect to readers interested in cutting-edge news and advancements. Acknowledging the potential mutual benefit of a story can make your pitch appear thoughtful and personalized.
Actionable statement
Consider ending your pitch with an actionable statement that encourages the media professional to get in touch with you if they have any questions or would like to learn more about the news. To make it as simple as possible for them to contact you, clearly include contact information like your email and phone number. You can also thank the reader for their time to showcase your respect and professionalism.
8 media pitch examples
Review these media pitch examples to help you develop strategies for success as you send various PR pitches:
1. Company announcement pitch
A company announcement pitch seeks to highlight company news and persuade media personnel to spread awareness on a local, national, or international scale. Company announcements may include new hires, company expansion opportunities, new products or services, upgrades to products or services or partnerships with other brands and charities. When pitching this news, it’s important to describe how a new policy, hire or announcement can affect customers or the community.
Example:
Hello Kennedy Smith,
Our restaurant, Floral Veg, plans to open a rooftop dining area and bar for the summer of 2022, and we’re extending our patio seating on our ground floor to maximize our dining capacity. I think that this could be an exciting story to share with your readers who frequently dine downtown.
Feel free to give me a call so we can schedule a time to meet.
Thank you,
Jordan Berwick
123-456-7891
[email protected]
2. Cold media pitch
A cold media pitch represents a type of media pitch strategy where a marketing professional sends a media pitch to a news agency whom they haven’t had previous contact.
This pitch requires you to provide some information about you, your company, the topic you’d like them to cover and why. Since this can represent the beginning of a relationship, it’s important to be clear about the company’s identity and connection to the media outlet.
Example:
Hello Kennedy Smith,
My name is Jordan Berwick, and I’m the PR coordinator for Baker Real Estate, located in southern Virginia. We help homeowners buy, sell, and rent properties that fit their budget, and we’re looking to expand our services to southern Maryland.
Since Your magazine focuses on southern living and how to make the most of the DMV area, I think a mention of our services could add great value to your readers and their real estate needs.
I look forward to hearing from you at your earliest convenience.
Best,
Jordan Berwick
123-456-7891
[email protected]
3. Benefits-focused pitch
A benefits-focused pitch highlights one or more ways a media outlet can benefit from doing a story about a company. This pitch strategy aims to persuade media personnel about the value of their story and how it could compete with other media pitch ideas.
This pitch type may include additional details about the desired media story type and focus and how it can benefit both parties. You can also provide an offer for the media personnel to try a product so they can see the benefits for themselves.
Example:
Hi Kennedy Smith,
Baylor Plant Nursery has just expanded its product line to include fruit trees, shrubs, vegetables, and edible flowers so anyone can grow their food at home.
We would love to do a story with your urban garden magazine to convince beginner gardeners that they can grow fruit and veggies in even the smallest of spaces. Send me your details and I’d be happy to provide you with four fruit shrubs, five heat-tolerant lettuce varieties, two squash, two cucumbers, two peppers, and two tomato plants along with containers, potting soil, gardening supplies, and anything else you need to stage the perfect small veg patch!
Excited to speak with you further.
Thank you,
Jordan Berwick
123-456-7891
[email protected]
4. Added-value pitch
Marketing and PR professionals use an added-value pitch strategy when they believe they have a company story, news item, product, or service that could add value to one or more stories that a media outlet has already published. To create a successful added-value pitch type, you can read over the media outlet’s previous publications to see what type of content they create. Try to focus on a particular story or project and describe how the company’s news can bolster the content.
Example:
Hi Kennedy Smith,
I read your newspaper’s recent article on job opportunities for high school drop-outs and I wanted to discuss an additional story that could go perfectly with the topic.
Our staffing business just started a new program where we work with local charities and community centers to help high school dropouts discover their interests and go for their career dreams.
Let me know if I can provide any additional information.
Best,
Jordan Berwick
123-456-7891
[email protected]
5. Previous work pitch (established contact)
Another media pitch strategy includes contacting a media outlet or figure who you’ve worked with in the past on other company news. This pitch strategy highlights your professional relationship with the recipient and describes a new topic of interest for a story. Focusing on benefits from previous work can help convince a media professional to work with you again on a new project.
Example:
Hi Kennedy Smith,
Last year we collaborated on the local farmer’s market news segment in partnership with my employer, Garner Parks and Recreation. Well, guess what? This year we’re expanding our efforts to host weekly farmer’s markets throughout the summer months at Brighton, Cecil, and Morgate parks.
I would love to set up a time to meet with you and discuss this exciting reporting opportunity further.
Thank you,
Jordan Berwick
123-456-7891
[email protected]
6. Marketing trend pitch
When your company’s brand, product line or recent news aligns with market trends, you can contact media outlets that cover topics and trends in your industry and use it to your advantage. Since these trends can be time-sensitive, try to send out these pitches as soon as possible. This can also create a sense of urgency for the reader which can inspire them to contact you back.
Example:
Hi Kennedy Smith,
Our software firm just developed new HR programs that make it easier to transfer current HR data into an organized, secure software program. With your publication being business-focused and the recent market trends in digitized HR practices, I thought this could be a great educational piece for your readers.
Let me know what you think as soon as you can.
Thanks,
Jordan Berwick
123-456-7891
[email protected]
7. Product or service pitch
This type of media pitch focuses on highlighting a new, existing, or upgraded product or service that the business offers to consumers. This could include discussing an upcoming product launch or discussing how a customer used a product or service to improve an aspect of their life. This type of pitch can be especially successful if you’ve considered which publications the company’s customers regularly engage.
Example:
Hi Kennedy Smith,
My name is Jordan Berwick and I’m the PR specialist for Creekside Cakes & Cafe. Starting on May 1, 2021, they will serve handcrafted ice cream sourced from local dairy farms. I wanted to reach out to you to make you aware of this exciting addition to the much-loved staple downtown. I think it would make a great news segment going into spring.
I’m excited to speak with you further.
Thank you,
Jordan Berwick
123-456-7891
[email protected]
8. Follow-up pitch
Marketing and PR professionals use follow-up pitches to reintroduce a pitch they sent to a media outlet in the recent past. This gives them the potential to get noticed in case the media outlet received a high volume of media pitches previously. Keep this pitch simple and try to restate the potential benefits the organization can receive from running your story.
Example:
Hi Kennedy Smith,
I’m following up with you after sending a media pitch last week about the upcoming charity run at the end of this month. I think this could make a great story for the community section of the paper, and I would love to meet with you to discuss potential stories and coverage options for the event.
Please get back to me as soon as you can to discuss the details.
Best,
Jordan Berwick
123-456-7891
[email protected]
Tips for writing effective media pitches
A good media pitch captures the attention of the media and convinces them to focus on your company news as opposed to other potential topics. Here are some tips on how to write an effective media pitch:
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Determine whether your news aligns with the recipient’s needs. Before you start writing a media pitch, think about whether the newspaper, magazine, or news channel’s content matches the news you want to share. This can help you narrow down potential contacts and increase the likelihood of getting a response.
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Stay clear and concise. Stay clear and concise with your message. By keeping your media pitch brief and to the point, you make it easier for the recipient to comprehend your request and increase the likelihood that they read it all the way through.
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Wait a few days before following up. Try to send a pitch early enough that you can wait a few days to follow up on your pitch if you don’t immediately receive a response. If an organization is busy or has received multiple pitches, you can give them some time to consider your offer before checking back with them.
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