May 15, 2023
As PR pros, one of the critical aspects of our job is communicating our client's messages to the media effectively. However, despite our best efforts, it's not uncommon for our media pitches to fall flat.
In this post, we will explore why many media pitches suck and provide five key considerations that PR people should consider when crafting better and more meaningful pitches.
First and foremost, it's essential to understand what a media pitch is. According to Muck Rack, a media pitch is "a short communication, typically an email or direct message, suggesting a news story to a journalist or editor at a publication, radio station or broadcast network. The goal of a pitch is to generate coverage and determine if your media contact is interested in creating a story around the content." 
One reason is that PR pros often don't take the time to understand the media outlets they are pitching to and the journalists who work for them. As Muck Rack notes, "Every niche and every reporter operates a little differently." It's essential to research the outlets and journalists you pitch to, and tailor your pitches accordingly. For example, one journalist might prefer to be pitched in the evening, while another might like to be pitched in the morning. Understanding these nuances can make all the difference. 
Another reason media pitches often fall short is because PR pros tend to focus too much on their agenda rather than on what will interest the journalist or their audience. As Prowly notes, journalists and editors are flooded with press releases and media pitches, with some receiving as many as 26 pitches per day. To stand out, it's important to offer something genuinely newsworthy and relevant. 
With these challenges in mind, what can PR professionals do to improve their media pitches? Here are five key considerations:
Remember, crafting compelling media pitches requires a combination of research, creativity, and persistence. By taking the time to understand your audience, offering something truly newsworthy, being concise, personalizing your pitch, and following up, you can increase your chances of success and build stronger relationships