Ever wonder how some stories make it to the headlines while others fade into obscurity? As a former broadcast journalist and executive turned media trainer, I’ll let you in on a secret: it’s all in the pitch.
Think of a media pitch like a first date. You’ve got one shot to make a great impression, and nobody wants to hear your life story right away. Your pitch needs to be short, intriguing, and leave them wanting more.
Here’s how to play what I call “The Media GAME” – a foolproof approach to getting journalists to notice your story.
First, nail down your **Goal**. What do you want people to think, feel, or do after they see your story? Maybe you’re launching a revolutionary app that helps seniors connect with their grandkids, or you’ve discovered a surprising trend in local business. Whatever it is, be crystal clear about your endgame.
Next, know your **Audience** – and I don’t just mean the journalist. Sure, you need to know if you’re pitching to a tech reporter or a lifestyle editor, but you also need to understand their audience. Why should their readers or viewers care about your story? If you can’t answer that in one compelling sentence, keep working on it.
Now for your **Message**. This isn’t just what your story is about – it’s about finding its heart. Are you the first? The biggest? The most unexpected? Maybe you’re solving a problem nobody else has tackled. Whatever it is, make it snappy and make it count.
Finally, think **Engagement**. This is where most pitches fall flat. Journalists don’t want just facts – they want stories that pop. Give them surprising statistics, compelling characters, or stunning visuals. Tell them about the 85-year-old grandmother who’s using your app to teach coding to her grandkids across the country. That’s a story people will remember.
But here’s the real kicker: you need to make it ridiculously easy for them to run with your story. Package it like a gift with a bow on top. Offer interview subjects who are ready to talk. Have statistics and fact sheets ready to go. Think about photo or video opportunities. The easier you make their job, the more likely they are to bite.
Remember, before you hit send, ask yourself:
– Is this relevant right now?
– Does it pass the “so what?” test?
– Have I matched my pitch to this specific outlet?
– Did I include something unexpected or surprising?
Most importantly, bring some genuine enthusiasm to your pitch. If you’re not excited about your story, why should they be? Keep it short, make it pop, and always lead with your strongest element. Do this right, and you might just find yourself making headlines sooner than you think.
Now go forth and pitch with confidence – your story deserves to be told.