As a former monetization copywriter for hi-tech companies, I often look at PR through the lens of marketing to help amplify messages and increase reach. After all, public relations is, at its heart, a form of marketing: crafting effective messages that speak to the right audience at the right time.

Applying these three components of a successful marketing campaign – message, audience, and timing – when developing a media pitch can help maximize its impact. In the top performing marketing and PR campaigns, the three work in tandem to tell an intentional story when the audience’s interest is at its peak.

It all starts with the message

Establishing a foundational message should be the starting point for all communication efforts. Then, building a clear and concise story around that message drives the campaign forward. That message should always remain at the core of the campaign, with the story unfolding logically and consistently. 

However, there are some key differences between marketing and media campaigns when it comes to formulating that message. In marketing campaigns, less is always more. Stories must be as brief as possible due to space constraints and limited audience attention spans. 

Media pitches, on the other hand, offer more room to both expand upon and tailor the message. In cases of continued coverage, pitches also allow the organization to maintain control of their narrative as it develops. Here are some considerations to make to fully leverage this strategy: 

1. Identify the goal of your pitch. Is it to secure coverage of an announcement? Feature a client in a profile? Offer a client who can speak as an expert on a trend or topic? Place a thought leadership piece?
2. Tell it like it is. A media pitch is not a sales pitch. Avoid fluffy marketing terms that distract from your message. Instead, offer a clear value proposition that reflects your organization’s interests. 
3. Make it personal. Adjust your message according to who you’re pitching. That can include writing alternate pitches, tweaking your subject line, and deploying different attributed quotes. 

Right journalist, right audience

Unlike B2B and B2C marketing, which is based on direct engagement with a brand or product, PR has an additional layer to consider: pitching your story to a journalist. Your pitch must first resonate with the journalist, who will then promote that story to their audience. 

Keeping such layered targeting in mind can help you successfully pitch and land media coverage that will resonate with your organization’s audience. Here are some ways to do that:

1. Do your research. What outlets can best house your story? And which journalists can best tell it? Your media list should note each journalist’s beat and include example article links.
2. Pitch with intention. Once a journalist picks up your story, it’s going to be filtered through their point of view. It’s crucial that their beat and perspective align with those of your organization.
3. Follow up. Maintaining relationships with journalists is one of the most important aspects of media relations, as it can lead to continued and nuanced coverage—and to journalists approaching you for story ideas or sources. So, don’t just follow up on unanswered pitch emails; reach out to thank journalists for their coverage or to compliment them on a great recent, unrelated story.

Timing is – as they say – everything

No matter how fine-tuned the message or precisely targeted to your audience, your pitch will only succeed if the timing aligns with a journalist’s schedule and the news cycle. Well-timed pitches are more likely to capture a journalist’s interest and, ultimately, reach the right audience. Here’s how to make timing work in your favor:

1. Pitch proactively. Proactive pitching involves taking the initiative to get your story out there through standard media outreach. Even if your story is evergreen in nature, finding a creative way to connect it to the current news cycle will boost its appeal and increase the likelihood that journalists will pick it up.  
2. Newsjacking. Newsjacking is a reactive approach. This strategy involves daily media monitoring to identify real-time topics and angles that relate to your organization’s expertise. When a relevant story breaks, your organization can offer insights or expert commentary that add depth to the media coverage. By positioning your organization as a knowledgeable source, you increase the chances of journalists including your perspective in their reporting. This helps you reach a wider audience and establish credibility.

Make a lasting impression

There’s an additional strategy I employ to elevate my media campaigns, inspired by my writing experience – and that is to get creative. By injecting personality into each pitch through word choice, style, and tone, you can help establish a unique profile for your organization that will stand out in today’s overcrowded media landscape. A pitch that’s both memorable and distinctive is more likely to capture a journalist’s attention and leave a lasting impact on their audience.

For coverage that counts

Securing coverage takes more than a well-crafted pitch—it requires insight, timing, and a touch of creativity. By thoughtfully aligning your message with the right journalist, timing your pitch to match the news cycle, and infusing personality into each interaction, you set the stage for stronger, more meaningful media connections. As media channels and audience interests continue to shift, these strategies will help your organization stay relevant and leave a lasting impression with every story you share.

Contact us to learn more about implementing an effective media relations strategy.