If a PR professional or agency guarantees you media coverage, they are probably lying. A recent study by PR software platform Propel revealed only about 8 percent of the pitches sent to journalists ever result in a published article.
Does that mean you should abandon your PR efforts? Of course, not. Earned media is an excellent way to raise your profile, build awareness for your issues, inspire action and position your organization as a thought leader.
Here are five tactics to help ensure your pitches are among the 8 percent:
- One size fits all rarely works. Pitches should be customized for the writer and outlet you are trying to reach.
- Short and simple is best. Reporters are bombarded with pitches – make sure you can share your key messages in as few words as possible.
- Be timely. The news cycle moves so fast, having an expert or announcement on relevant and timely news can be the hook you need to break through the clutter.
- Cultivate relationships and constantly reevaluate your media list. If a reporter comes to know you as a consistent, helpful source, you are much more likely to get your name in print, but also be cognizant of today’s constantly changing journalism world and make sure you keep your media list up to date.
- Understand the media landscape – think local. National news coverage has become increasingly tough to land, but targeting hyperlocal outlets can result in great coverage that you can in turn amplify over your own channels.
Breaking through the clutter in today’s media landscape requires creativity, timing and tenacity – and while it may not be easy, it can be done!
