This document provides 9 tips for effectively pitching your company, product, or executive to the media for coverage. The tips include targeting one reporter at a time and mentioning a specific article of theirs; using tip lines if available; helping journalists understand the big picture; keeping explanations simple; newsjacking by relating to current events; providing examples of customer use; only sending attachments if requested; promptly following up; and recognizing that journalists need story ideas from pitches. The overall aim is to make the journalist's job easier and increase the chances of gaining media coverage.

1. 99TIPSFOR PITCHING
THE MEDIA

2. Having your company, product, or
executive appear in an appropriate
publication is great marketing.
That’s why billions of dollars are
spent on PR each year.

3. But if you want to target a
specific publication, there are
several tips to keep in mind.

4. Tip #1
Target one reporter
at a time.

5. Mention a specific article the
journalist wrote and then explain
why your company or product
would be interesting for them to
look at. Make certain to target the
subject line of the email to help
ensure that it gets opened.
Tip #1
Target one reporter
at a time.

6. Tip #2
Use the tip line if the
media outlet you are
targeting has one.

7. Many news sites maintain tip
lines that you should take
advantage of when you have
important news.
Tip #2
Use the tip line if the
media outlet you are
targeting has one.

8. Tip #3
Help the journalist
understand the
big picture.

9. You make a journalist’s job much easier if
you describe the big picture of why your
particular product or service is interesting.
Often this helps you get mentioned in the
reporter’s future articles or columns about
trends in your space.
Tip #3
Help the journalist
understand the
big picture.

10. Tip #4
Keep it simple.

11. If you can’t explain what you do
crisply and intelligently without
using three-letter acronyms, few
reporters will engage with you.
Tip #4
Keep it simple.

12. Tip #5
Try Newsjacking!

13. Newsjacking is the art and
science of injecting your ideas
into a breaking news story to
generate tons of media coverage.
Use current events as hooks.
Tip #5
Try Newsjacking!

14. Tip #6
Explain how
customers use your
product or work with
your organization.

15. If you can set up interviews with
customers or provide written case
studies of your products or services,
it will be much easier for journalists to
write about your company.
Tip #6
Explain how
customers use your
product or work with
your organization.

16. Tip #7
Don’t send email
attachments
unless asked.

17. These days, it is a rare journalist
who opens an unexpected email
attachment, even from a recognized
company. Send plain-text emails
instead.
Tip #7
Don’t send email
attachments
unless asked.

18. Tip #8
Follow up
promptly with
potential contacts.

19. It will make you and your product
look bad if you don’t follow up
when you promise to, resulting in a
potentially large publicity loss.
Tip #8
Follow up
promptly with
potential contacts.

20. Tip #9
Don’t forget, it’s a
two-way street—
journalists need you
to pitch them!

21. The bottom line is that reporters
want to know what you have to say.
They need things to write about.
Tip #9
Don’t forget, it’s a
two-way street—
journalists need you
to pitch them!

22. The rules have changed. Be smart
about how you tell your story on the
web—and about how you tell your
story to journalists.

23. News webpage © pictafolio/iStockphoto
Learn more about the latest digital trends
and how to reach your buyers directly.
http://bit.ly/NewRules5e