When it comes to pitching, there are certain circumstances that create the most favorable conditions for eventual media exposure. Public relation professionals pitch journalists with suggestions for stories on behalf of their clients and it is crucial that they secure and arrange the right opportunity. However, not all pitches are created equal and there are some specific factors that make an ideal pitch:
Business Relevance. The most vital step in any media relations program is to consider what kinds of coverage make the most sense from a business perspective. If you want to sell more widgets, focus on the media whose audience may be interested in those widgets.
Current Events. Make sure your pitch addresses a current event. News, by definition, is the reporting of a recent event and journalists need sources to comment on them. The more you can match the needs of your source to the needs of the journalist, the better it is for everyone. Provide a source for commentary and the chances you are going to be heard are a lot higher!
Source Expertise. Take a moment to consider whether the topic you are pitching aligns with the expertise of your spokesperson. It may seem obvious but sometimes PR people get a little too excited with the media relations before doing due diligence with the source and that`s a mistake. The last thing you want is to have the source decline an interview you got with a journalist because they are not familiar with the subject. Make sure your clients have been following the subject and could speak about it with authority.
Timeliness. What is hot today will be old news by tomorrow. The world of public relations revolves rapidly and media deadlines are short, so timely outreach is vital. PR professionals have to pay close to attention to what is makings news and to what is likely to be making news in the near future. Also, keep in mind that journalists don’t wait so make sure that your spokespeople are available and ready.