How to Pitch the Media

You’ve issued the press release, but the reporters aren’t calling. The truth is, getting media coverage requires a proactive, tailored media pitch, not just a document on a wire. If you’re missing out on detailed press mentions that could be building your brand, this episode is for you! On today’s episode of FiredUp!, we dive into the mechanics of a winning PR strategy for B2B tech. We break down the difference between a press release and a pitch, how to craft an irresistible subject line, and how to find the perfect journalist who actually wants to cover your news. This week, episode 111 of the FiredUp! podcast is about how to pitch the media!

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In this episode of the FiredUp! podcast, the Firebrand team shares how to create a news hook to actually get journalists’ attention and actionable steps you can take right now to get your story prioritized over your competitors.

Morgan and Chris discuss:

The Pitch is Not the Press Release: A press release is a multi-audience marketing document, often driven by product and sales needs. The media pitch is a concise, tailored email that makes a clear case to the reporter, speaking to industry trends and their specific coverage needs.
A Story Must Have a Timely “News Hook”: To get attention, your news must be timely. For B2B tech especially, you must create a “news moment” that gives the reporter a compelling reason to cover your story now, not next week. Ladder up your product launch to classic elements of news like impact, oddity, or conflict.
Clarity and Conciseness are King: Most reporters prefer to be pitched via email and want the core of the pitch to be short—ideally only four or five lines. Your subject line must be upfront, immediately flagging the category of the news (e.g., “Exclusive Lead,” “News:”) without misleading the journalist.
Mass Personalization is Key to Targeting: The biggest frustration for journalists is getting irrelevant pitches. You must tailor your communication to the interests and needs of each reporter, ensuring your news aligns with their narrow beat and what they’ve covered in the past.
Follow-Up Once, Then Move On: Build time for follow-up into your PR strategy. Most reporters advise one follow-up a couple of days after the original pitch; after that, you can generally assume they are not interested.

The most common mistake startups make is using customer marketing language in a pitch, making themselves the star of the story to the reporter. Remember: Reporters are not your customers. Your goal is to be a resource for their story.

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