How to better succeed in pitches?
Crafting a compelling pitch to journalists is crucial for getting media coverage for your story, product, or event. As journalists are bombarded with pitches daily, it’s essential to make yours stand out.
In a recent report (Muck Rack report), 24 % of journalists say they reject pitches if they aren’t personalized.
Of course, as communication professionals, you already know the basics to personalize your pitches, but see these few tips for creating effective pitches.
Of course, you all know that you’ll have to create a strong subject line, get to the point quickly, highlight the news value, be concise… but do you know how get better attention?
The first tip for it is to hardly personalize your pitch.
Sure you’ll address the journalist by name but do you put reference of their recent work? Showing that you know him/her and read or listen or watch him/her ?
We’re all human, and at work we don’t often get the chance to find out whether our work is having an impact. Showing a journalist that we’re interested in their work will have a positive impact.
The second is to craft a compelling story that evoke emotions.
If your story involves characters, make them humans. Provide details that allow the audience to connect emotionally with the characters. Of course, you can’t provide, like in novel stories a mix of strengths and weaknesses, but you can introduce challenges or obstacles that the characters face. These challenges humanize the characters and make them more relatable.
You can also try to engage the journalist’s senses and immerse him/her in the experience. Instead of just stating facts, let him/her feel and visualize your story.
A good way to do it is to frame your story around challenges and how they were overcome.
You can detail the complications and delve into the complexities of the challenges. Discuss any unexpected hurdles, complications, or factors that heightened the difficulty. And highlight stakes with emphasizing the significance of overcoming these challenges. To clearly articulate the potential impact on the organization, clients, or industry.
The last one could be to introduce challenges, conflicts, or obstacles that a journalist must overcome, right away.
For this, you can start with a compelling hook that grabs the journalist’s attention right away. This could be a surprising fact, a provocative question, or a bold statement related to the challenges your story addresses. As an example, you can make the challenges relatable by showcasing how they impact individuals or teams within the journalistic context..
You can also support your narrative with specific anecdotes or examples that illustrate the challenges. Real-world stories and concrete examples can provide a tangible and memorable context for the journalist.
And if you can, consider introducing ethical dilemmas associated with the challenges. Journalists are often concerned with maintaining journalistic integrity, so ethical considerations can heighten their engagement.
This can invite journalists to delve into the challenges further. Create an open-ended narrative that encourages investigation and exploration, allowing journalists to uncover layers of the story on their own.
If applicable, try to convey a sense of urgency associated with the challenges. This will help journalists understand why addressing these obstacles is not only important but time-sensitive.
And end a section or a key moment in your narrative with a cliffhanger or a compelling question that leaves the journalist wanting more. This technique encourages continued engagement.
By incorporating these elements, you can build a narrative that keeps journalists engaged and invested in uncovering your full story and… get success in your pitches!