8 key things to include when pitching your press release

Pitching to the media is not always easy, but there are ways to increase your chance of success.

An effective media release all comes down to research, preparation and a targeted pitch.

You’ll notice that last point I mentioned was a targeted pitch – this goes against the traditional approach of PR, but times have changed and therefore our approach needs to change too.

If you are a small-to-medium sized enterprise (SME) the media is likely not going to go out of their way to cover your story. So you have to do something to tip the balance in your favour. One way to do this is to make it as easy as possible for the journalist or editor to use your article.

An effective media release all comes down to research, preparation and a targeted pitch.

News is now a 24-hour cycle, which means media outlets are always on the lookout for content, but they also have an overwhelming workload. So it stands to reason that if you make their job easier by pitching something that is not only relevant to their audience, but clearly created just for them, you increase your chances of getting published. This is the exact opposite of the old-school approach, which is to create one press release and then mass-mail it to all the media outlets on your database.

Success of a press release is never guaranteed, but my below tips will hopefully give you an added boost.

1. Have an (actual) hook

The ‘hook’ is industry jargon for the subject matter of the press release that gets your attention. This can often be a hard one, because what you think is interesting a media outlet may not! So you have to step back and be objective when considering your hook. Media organisations want their article read – particularly online, because that increases their click through rates!

2. Write a killer heading

Whilst media outlets may change your heading, thinking creatively about your heading is the first step in getting your pitch email opened by the journalist or Editor. Like all of us, their inboxes are likely very full so you need to stand out from the crowd.  You may well have a different email subject line to your heading, but make sure both are interesting.

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