2- Keep your initial pitch short and genuine
When you first reach out for earned media – particularly for cold emails – blasting the whole press release may not be the best idea. Instead, try a shorter approach that asks if the journalist would like more information. In this approach, use a teaser of the information that offers 1-2 sentences of the key story points.
Here’s an example email to send, taken from a successful pitch that I used to get earned media coverage in a top-tier global publication.
A couple notes about this pitch:
- It’s short. The “pitch” itself is only one sentence.
- I introduced myself. No one likes talking to a spam bot.
- I noted the lens. This helps with simple framing.
- I mentioned other articles by this journalist. In a real pitch, I’d mention the articles by name.
A side note here for anyone pitching for earned media: technically, everything is on the record with a journalist unless you both agree to have it off the record prior to the journalist receiving the information. Most journalists will respect privacy when they get a pitch, but technically a journalist could publish that XYZ company “is set to announce” global clients and a recent expansion.
If there’s a true embargoed story (one that can’t go out until a certain time and date), always ask the journalist if they agree to the embargo before sending them any details.
Click SEE MORE for the number one tip to getting earned media coverage