By Wildfire PR
Getting media coverage is the ultimate PR win. But with journalists bombarded by pitches every day, standing out in their inbox is no easy task. Great pitches combine strategy, speed, and bold storytelling, delivering exactly what journalists need, exactly when they need it.
So, how do you make sure your story gets noticed? And more importantly, published? Follow these tips and start getting the right kind of media attention.
1. Pick the right pitch
Not all stories are created equal, and neither are pitches. Remember, journalists are not here to promote your brand. They’re here to deliver stories their audience cares about.
Before firing off that email, figure out what type of pitch best suits your story:
- Byline pitch? – Offering a thought leadership article on a timely topic.
- Comment pitch? – A quick, punchy expert reaction to breaking news.
- Interview pitch? – Positioning a spokesperson for an exclusive chat.
- Data-led pitch? – Leading with compelling statistics to tell a story.
- Product or event pitch? – Tying an announcement to a broader trend.
- Exclusive or embargoed pitch? – Giving select media first access.
Now, think about what you can offer right now. Then, look at the publication. Have they covered startups recently? What format do their stories take? These are all clues as to what will work best.
2. Tailor your pitch
As Wildfire’s Media Relations expert Sammy Browning puts it, “having a relationship with a journalist can help, but it doesn’t guarantee coverage.” Even if you have a great connection, they might not be interested in the story you’re pitching. The good news? Cold pitches still get read and accepted when they’re tailored to the journalist’s needs.
Every pitch should be personalised to the journalist, their audience, and their publication. Research their beat and recent work to ensure your story aligns with what they cover. Keep your language clear, avoid jargon, and get to the point.
3. Avoid the common PR pitfalls
Even the best stories can fall flat if you don’t pitch them correctly. Here are some of the common pitfalls to avoid.
- Sending mass emails – Journalists can spot a copy-paste job a mile away. As we said, personalise your pitch.
- Overloading with details – Keep it tight. If they want more, they’ll ask.
- Ignoring their beat – Research their latest work to make sure your pitch aligns.
- Following up too soon (or too aggressively) – A polite nudge after a few days is fine, but don’t pester.
- Overpromising – It can be very tempting when you’re desperate for a response. But you should always only pitch what you can deliver. Never lie or overpromise.
4. Timing is everything
Stay on top of the news so you can react quickly to breaking stories and industry trends. Being the first expert to comment can make all the difference.
Timing also plays a role in when you send your pitch. Avoid Monday mornings (when inboxes are overflowing) and Friday afternoons (when journalists––like most of us––are mentally checked out).
5. Don’t dismiss face-to-face relations
We all know that most PR happens online, but nothing beats an in-person connection. Meeting journalists at events, press briefings, or even over coffee helps build real relationships that go beyond a single pitch.
At Wildfire, we run Ask Me Anything (AMA) sessions with journalists to understand exactly what they want (and what they don’t). These informal chats help us refine our approach and stay ahead of industry trends.
Practice makes PR
Ultimately in PR, it’s not just about who you know, it’s about how you pitch. Mastering the art takes practice, but these steps will set you on the right path. Follow them, refine your approach, and start landing the coverage your brand deserves.
About Wildfire
We’re an award-winning PR agency partnering with technology companies worldwide to transform ambition into action. Our ‘Think Bold’ approach blends boundary-pushing creativity with data-driven insights, empowering clients to launch meaningful campaigns that deliver standout results.
If you would like to get in touch with Wildfire PR and Claim a free consultation or PR audit, get in touch today or email ec@wildfirepr.com.