At a time it is becoming increasingly difficult to pitch stories to media platforms and have them published, communications expert, Terry Kunle takes a look at some of the pitching principles that could come in handy for professionals, in this piece:
In today’s competitive media landscape, securing valuable coverage and landing coveted interview opportunities requires a strategic and nuanced approach. While generic emails may suffice for some, a truly effective media relations strategy necessitates a deep understanding of journalistic principles and audience preferences.
The 2019 report by Muck Rack, a software database for journalists and public relation offices reveals that 70% of journalists prefer exclusive or newsworthy stories. To craft compelling pitches, media relations experts must analyse stories through an editorial lens, understanding what makes a story newsworthy.
As a seasoned expert with over a decade of experience in this field, I’ve learned that successful pitching boils down to two essential principles.
Know your journalist’s audience inside out: Research their beat, understand their interests, and tailor your pitch accordingly. Journalists prefer pitches that demonstrate a clear understanding of their audience. Don’t waste your time pitching fashion trends to a tech reporter.
Stay informed about trending topics and current events: This is essential for identifying relevant story angles. The 2024 Cision’s State of the Media Report highlights that 62% of journalists want pitches tied to current events. By aligning your story with these trends, you can make it more compelling and newsworthy.
Effective pitching is about storytelling. Instead of simply providing facts and figures, weave a narrative that resonates with journalists and their audiences. Personal anecdotes, case studies, and thought-provoking questions can make your story more memorable and engaging.
Last year, we capitalized on a timely opportunity for one of our clients launching a healthcare solution in Nigeria. Amidst the heightened public discourse on the state of Nigeria’s health sector, we recognized an opportunity to secure prominent media coverage. We strategically pitched our client to key health reporters, positioning her as a thought leader with invaluable insights on Nigeria’s pressing healthcare issues and expertise on the innovative solution. Our targeted approach yielded impressive results: instead of the anticipated single interview, we secured six coveted media opportunities.
By identifying a timely topic, understanding the media landscape, and positioning the spokesperson as an expert, we were able to leverage public interest and secure valuable coverage.
Understanding your audience, tailoring your pitches, and leveraging current events, you can significantly improve your chances of securing valuable media coverage and land interview opportunities. Remember, effective media relations is about building relationships, telling compelling stories, and demonstrating your expertise.
Terry Kunle is a media manager at AT3 Resources, boasts a wealth of experience in media management. He has successfully led media projects for notable clients, including Meta and MediaTek. His expertise also extends to the crypto space, where he has supported marketing teams of prominent exchange brands like FTX, Bitget, and Zabira in Nigeria, demonstrating his versatility and media acumen.
