How to pitch the same story over and over again — without putting reporters to sleep
Virtually all companies want to share their story and get their brand into the media. So PR professionals relentlessly pitch reporters to write about various products.
That often generates some initial interest. But if you’re simply pitching the same idea over and over, reporters will starting yawning pretty quickly.
So how do you liven up your pitches and get reporters interested?
Imagine you work at a mattress company and are trying to get reporters to write about the benefits of getting a good mattress.
For starters, be timely. Show reporters why they should be interested in your story right now. Perhaps there’s a new report that shows Americans are sleeping less than ever. Or maybe it’s back-to-school time and you can hook an education reporter with an angle like, “How to raise your SAT scores without studying.”
Next, get specific. Do research on the publications and reporters you are pitching. Show a teen-beat reporter that you’re familiar with her past coverage. In your pitch, say something like, “I’ve been following your series about teenage health, and wanted to pitch you on a critical factor that’s been overlooked: Sleep.”
Finally, think outside the box. Brainstorm a new, creative angle for every pitch. In this case, you could explain how the right mattress has been proven to make couples happier.
Follow these tips, and reporters will stay awake, even if you’re pitching mattresses.