What makes a successful media pitch? From time to time, many of us in the PR business must tell a well-meaning client that his or her story clearly isn't news or even feature worthy. Unfortunately, it's like telling a mom that her baby is ugly: she doesn't believe you and she hates you for saying it. Some tips for telling a good news angle from a bad one:
- It's something the average reader would like to know. For consumer media, put on your "average reader" hat and consider whether the story is relevant for many people, or if it interests only a niche market.
- It's timely. Your story might even be ahead of its time. Some six or seven years ago, I pitched a story on identity theft to some legal magazines and newsletters. "It's not a story," I was told. "We don't think it's a problem." In other cases, the ship has sailed far away. Last year's trends are last year's news.
- You have supporting information. Does a reporter have enough data to make this a relevant article? Consumers who have used or are using your client's product or service, endorsements from non-commercial third-party sources, facts and figures on the market for your client's product or service -- all this is essential to a good story pitch.
- Your client is available for an interview -- and media trained. Sometimes you lose a good placement because your client is reluctant or unavailable for an interview. Even worse, sometimes your client is ill-prepared for media questions. Make sure you develop some incisive sample questions and answers so your spokesperson can prepare adequately ahead of time.
