1- Use human language to increase your chances of earned media
In the pitch, tell me what you’re up to and why it matters. Leave the buzzwords out of it whenever possible – and definitely don’t use buzzwords in lieu of explaining what you’re actually doing.
Here are a few of the most common buzzwords to avoid:
- Future of work
Buzzwords will make your pitch seem less valid or valuable. A common assumption with journalists is that if you have you use buzzwords, you likely don’t have much substance.
Now, buzzwords can have a time and place, which is why this advice is to avoid, not barr completely. However, be very careful that you don’t use a buzzword where another verb should be. For example, “our company is disrupting ABC industry” is weak. “Our company is building XYZ solution to solve DEF major problem in ABC industry” is stronger.
In your pitch as well, avoid superlatives when describing what you are:
- The only one in the world doing XYZ
- The best globally
- The biggest project
If you’re needing to tell journalists how big and awesome you are (instead of showing it with provable numbers or stories), then they will probably assume your story is not as important.
Journalists are humans, too
It can seem like journalists are mythical creatures, but the reality is they are humans too. They have interests, flaws, pet peeves, and deadlines just like anyone else. When pitching them for earned media, remember that.
Journalism is a two-way street. Journalists need good stories as much as companies want good coverage. It’s not a situation where you’re powerless and journalists hold all the cards. Instead, look at it like a human relationship that needs cultivating. Take stock of these top 6 tips for awesome earned media coverage and follow them in your next pitch(es).