by: Finella Kristle Panlilio
Tuesday, February 10, 2015 |
Effective pitches are those that lead to earned media placements, brand awareness among your target audience, and eventually, sales. To pitch the press successfully, there are factors you need to properly research and a media list you need to examine to make sure you’re pitching to outlets most relevant to your story.
Here are four things you need to know about a media outlet to make a successful pitch:
1. Topics covered
Unless your story falls within an outlet’s coverage, you won’t earn that media placement you've been vying for. Make sure your story matches the topics, style, and scope of the outlet. This includes knowing whether the media outlet covers those topics from a business or consumer perspective.
2. Target audience
Take into consideration the demographics and psychographics of your audience when constructing your message and building your media lists. Your story won’t reach your intended audience unless you select outlets that cater to them.
3. Geographical focus
On what level does the outlet cover news and features? Be mindful of whether it is on the national, regional, local or hyperlocal level. No matter how good your story is, it won’t get picked up if the location doesn't fit.
4. Pitching policies
Save time and effort - know ahead of time if your product, service or brand will be considered. Determine the ideal placement and positioning of your story by researching the segments or sections featured across your targeted outlets. Then find out if those segments and sections accept publicity materials.
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