11 Ways to Increase Your Odds of Getting Media Coverage
5. Don't Ever Try to Sell the Media
You aren't trying to get the media to BUY your promotion, you simply want to inform them about why it's better or different than what's already out there. Avoid flashy sales-like buzzwords and stick to the facts. If your product/service is that exceptional, they'll be able to see that based on the information alone.
6. Be Timely and Relevant
The launch of a new product or campaign is always newsworthy when it's about to happen. But eight months after the launch, it's old news. Be creative to keep your campaign relevant and constantly come out with new ideas or ways to grab the media's attention.
7. Know Who You're Pitching
The best thing you can do is familiarize yourself with the publications or TV programs you are trying to pitch. Journalists are only going to cover topics that are relevant to their content. Be smart about whom you are pitching and what you are pitching! If they're not covering your competitors, chances are they're probably not going to cover you either.
8. Quality, Not Quantity
Where are your customers hanging out? What magazines are they reading? What TV shows are they watching? Make a Top 20 list and pitch each one differently, targeted to their readership/viewership. What good are 5,000 media placements if no one you're trying to reach is reading those magazines?
9. Know How to Pitch a Journalist
If you can't sum up what you're trying to say in three or four sentences, you are definitely going to lose interest. Reporters barely make it past your first sentence. If you are lucky and they're still interested, they will read on. But do not pitch a three-page expose about your client, their history, family, future plans, etc. Keep it short and to the point. If you get a bite, the reporter will definitely ask for more information.