I’m going to keep this post quick and to the point. When you pitch reporters, it shouldn’t be all about you. If your pitch is framed in a way that’s essentially saying, “I want coverage! You owe it to me to cover my story!” you’re going to have a bad time. The truth is that your pitch shouldn’t be focused on you. Instead, it needs to be focused on the journalist and his or her readers.
If you want your pitch to get noticed, it needs to provide a solution. It needs to actually help the journalist in some way, not just you. That means your pitch should be framed in a way that says, “This is how this story will help your readers, improve your publication, and make your life easier.” In other words, your pitch should sell the journalist on the benefits of covering your story. It’s just like selling anything else. Make it about your target audience, and focus on how it benefits them. The rest will take care of itself.
So, take a look at the pitches you’ve been sending out: are they me-me-me pitches? If so, it’s time to change them to you-you-you pitches.
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download a free copy of the PR Checklist – a 24 point list of Press Release Dos and Don’ts here: http://www.ereleases.com/prchecklist.html