5 Things to Consider Before Pitching Your Business or Yourself to The Media

27 May 5 Things to Consider Before Pitching Your Business or Yourself to The Media

Everyone wants to be featured in the NY Times, Forbes and on Good Morning America, but only a handful of businesses and individuals will. As a blogger who gets pitched hundred of stories a week, has been featured by top outlets and works as a public relations profession; I have a unique perspective on how to approach pitching that may help you be successful.  Whether you are looking ro pitch your business solo or working with a PR professional to get your story told, it is always better to prep for the pitch than to just start firing off emails.

Here are 5 things to consider before pitching your business or yourself to the media:

Is your story interesting?

Of course you think your business is special. You started it. But how does it differ from the competition? What type of accolades or awards has it received? What problem does it solve that no one else could? How many people can your business help? These are the types of story hooks that media is looking for. Start by answering these questions first before picking up the phone.

Did you get feedback from a honest friend or outside professional before pitching to the media?

Starbucks had to take three seats earlier this year after their campaign to have their baristas discuss race relations with customers became internet fodder. A simple gut check session with outside counsel (e.g. someone who will be honest with you) could have helped the company spot what was wrong with their strategy before reaching out to the media. You’re too close to your business and your story to see all the flaws. Take the time to first run your idea by someone who can provide you an honest perspective and feedback.

Do you know the BEST way to reach your target media? 

With Lord Google, social media and media databases, there are more than a few ways to cyber stalk reporters, journalists and producers these days. But just because the information is easy to find, doesn’t mean it should be used carelessly. If you are using a media database like Cision and it includes specific contact directions (i.e. emails preferred) then don’t be a wanker by not following them. Also, consider trying to connect on LinkedIn instead of Facebook or Twitter.

Are you pitching the right media?

A good story is a good story, but that doesn’t mean everyone will cover it. Did you research the reporter’s outlet, beat and previous stories to ensure your story would interest them? Does your potential audience read that outlet or follow that reporter? Do your homework first before firing off that pitch email or picking up the phone. As a professional, I know you hate it when you feel someone is wasting your time. Don’t be that someone.

Do you have a plan if you get ignored or (gulp) declined? 

Even with your best efforts, there is a very real chance that your story pitch will get ignored or declined by a reporter. They receive hundreds of pitches a day and have to sort through the ones that make the most sense for them and their readers. It’s not personal if they ignore your pitch or decline to write about it; although it may feel that way to you. Are you prepared to refine your pitch, research other outlets or write and share your story yourself? Do you have a plan “B” and “C” to get your story shared. Pitching a story takes a lot of time and you should be prepared to put in the work to get your story shared.

– à bientôt

Charell Star | A Girl In A Dress