The Art of Crafting a Successful Media Pitch

There’s no greater feeling for a PR pro than landing that hard-earned broadcast media coverage. According to the Propel Media Barometer, for every 100 pitches journalists receive, they only respond to three, it’s a needle-in-a-haystack scenario.

While media relationships play a large role in getting heard, securing the segment is all about how to pitch to journalists. And with nearly six PR pros for every journalist as well as increasingly faster news cycles, communicators need to be strategic about how they tell stories. So, what’s the secret to crafting a pitch that not only gets noticed but also gets that coveted airtime? Let’s dive in and explore the strategies that can help you achieve broadcast success.

What’s a PR pitch/media pitch?

A PR pitch is a concise, compelling, and timely message outlining the value of the story and persuades a journalist to book the interview. Today, we’re breaking it down into four critical components with tips on how to master each.

1. The Header (subject line): Make a strong first impression

   Whoever said you never get a second chance to make a first impression, must have been in PR. Write your subject line as if your pitch depends upon it—because it does.

   • Keep it short: Subject lines with 1-5 words get the best response rates, so focus on impact and cut unnecessary details.
   • Personalize: No two journalists are the same—and that means the emails you send to them shouldn’t be either. Create subject lines (and pitches!) catered to the individual.
   • Create relevance: Incorporate a timely topic to create a sense of urgency and to establish your brand as an authority within the industry.

2. The Body: Brevity is key

   Journalists work on deadlines, and they’re often under tight. When it comes to pitching, shorter is better.

   • Word counts matter: 91% of journalists prefer pitches of under 200 words (or about 2-3 paragraphs), with average journalist response rates being highest on pitches ranging from 50 to 149 words. Pitches of 500-1,000+ words result in the lowest journalist engagement rates.
   • Be concise: Clearly state your offer, provide relevant background information, explain why your story is timely, and highlight its relevance to the journalist’s audience.
   • Use embedded links sparingly: Include only the most essential links to supporting materials. More than half of PR pitches include 4+ embedded links. However, pitches with 2-3 embedded links have the highest response rates.

3. Recipient: Drop the “To Whom It May Concern”

   The goal is to establish a relationship with the journalist, so it’s vital to not only engage the right reporters but also tailor your pitch to its intended recipient.

   • Know your recipient: Take time to read through the reporter’s articles to learn more about their points of view and audience.
   • Add a personal twist: Journalists are inundated with pitches, and most can see right through a generic copy and paste. Personalization goes a long way.
   • Introduce yourself effectively: Be sure to include a brief description that tells the journalist why they should care about you.

4. Timing: It’s still everything

   We all have different rhythms when it comes to work, but research shows that the time of day a pitch hits a reporter’s inbox can have a huge impact on whether they read it or not.

   • According to Muck Rack, 68% of journalists prefer to receive pitches between 5 a.m. and 12 p.m. EST.
     • 34% of journalists prefer to be pitched between 5 a.m. and 9 a.m.
     • 34% of journalists prefer to be pitched between 9 a.m. and 12 p.m.
   • Journalists also cited Monday (57%) as their favorite day to receive a pitch followed by Tuesday (20%).

A FINAL THOUGHT

Knowing your journalists, understanding their needs, and meticulously crafting your media pitch can mean the difference between a hit or a miss. A well-crafted pitch not only helps you secure coveted media coverage but also amplifies your brand’s visibility and credibility in the market. This significant brand exposure can translate into increased sales and growth for your business. Learning to master the art of the pitch is, therefore, a worthy investment for anyone aiming to carve a strong presence in their industry.

Bridgenext’s talented team of media strategists and PR Veterans love to share our wealth of experience in Broadcast and Digital communications. We are happy to provide you with actionable insights and creative strategies, taking into account the dynamic media landscape.

Ready to elevate your visibility in the market? Connect with us.

Reference

prpioneer.com/post/whats-the-pitch-pr-report-propel-media-barometer