Play It Cool – How Media Pitching is Like Dating

(Guest post by Brandon Burbank, Intern)

Recently, I read an article illustrating the similarities between media relations and dating. How true this can be, especially for new graduates just entering the professional realm of PR. Not knowing what to say, worrying if you’re coming on too strong or playing it too cool, the fear of rejection … one might wonder how the pros in this industry manage to do it every day.

Pitching media can be an adrenaline rush that is reminiscent of asking someone to prom. We’re never sure what the response will be, even when we’ve planned ahead and put our best foot forward. We just hope the response will be a resounding “yes” or even a “maybe!”

There will be times your story will be picked up. Other times, a reporter will decline for any one of many reasons: the story isn’t right for that audience; lack of unique ideas has your pitch being looked over; or bigger news bumped your story. When journalists pass on a story, one breakup cliché comes to mind: It’s not you. It’s me. It might just be your story is missing an element that is attractive to reporters.

Here are some tips to help make media pitching go a little smoother:

Find common interests – Identify how your idea will relate to the reporter’s audience. What do the readers you’re targeting care about most? What makes your pitch newsworthy?

Avoid being a wallflower – What makes your pitch unique? Presenting noteworthy facts or data will grab a reporter’s attention. Stand out or be left unnoticed.

Don’t use the same pickup line – Pitch different aspects of your story to different reporters. Fresh angles will help to avoid your pitch being overlooked.

Eyes forward – Pay attention to how your pitch relates to overall trends and emerging issues. Show reporters how you’re connected to larger trends arising through statistics and anecdotes.

Arrive on time – Your pitch needs to be timely. Reporters have deadlines; stick to them. Journalists are more willing to work with you if you help make their jobs easier.

Dress to impress – Stories with interesting photos, videos or graphics are appealing to journalists. Visuals can add a new dynamic to your pitch that otherwise weren’t there before.

When need be, compromise and adjust – Breaking news will forever bump other stories. Know how to evaluate when this will happen, and find a way to tie your idea into the breaking news.

Be yourself – A personal story makes for some of the best news stories. These descriptions give new life to the story, adding color and depth.