While the internet, and more specifically social Media, have highly democratized the means of distributing information, traditional media like newspapers, magazines and television are still largely the gatekeepers in getting the word out at a high scale.

The internet made promotion easier, but traditional media still has the largest audience.
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These gatekeepers are constantly inundated with people just like you trying to get coverage for their event or initiative. This means you need to stay ahead of your competition when pitching to editors. With these tips you’ll be able to differentiate yourself and get the coverage you deserve.

Write a press release.

This is the first step. You need to write a release that accurately and succinctly conveys your message. Give enough details that the editor will be able to turn the release into an article with relative ease, and give contact information for them to reach out for interviews and television appearances. For more information on how to write a press release click here.

Create a media contacts database for your area.

You should know who the major media outlets are in the city and surrounding areas in which you live. Make a list of all of them and find contact information on their websites. For this to be effective you need to go further than just the generic “[email protected]” address. This is where pitches go to die. Find specific editors and producers that cover your sector and email them directly. Linkedin is a great resource for this if their contact information isn’t readily available on the company’s website.

These gatekeepers are constantly inundated with people just like you trying to get coverage for their event or initiative. This means you need to stay ahead of your competition when pitching to editors.

Timing is everything.

Many editors like to schedule editorial content as far in advance as possible. This is especially true for print. If you have event coming up, give your media contact enough time that they can get a proper article or package together in time.

Address your media contact by name.

Everyone knows you’re pitching this event all over town, and you’re probably copy and pasting most of your pitch, but you don’t need to make it obvious. Starting your pitch with “Dear editor,” or “To whom it may concern” is impersonal and an easy way to get your pitch ignored. By simply addressing the contact by name, you are beginning a rapport with someone who can hopefully help you out many times over down the line.

Keep in contact.

Speaking of rapport, stay in contact with your media friends. While they may not be able to take everything you pitch them, it is important to keep up your relationship with them. A good relationship with an editor can go a long way.

If you follow these tips you should have no problem getting coverage from every major media outlet in town!

For more media outreach advice click here, here and here.

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