Mastering the art of a good pitch requires some basic frameworks and steps to follow. However, it’s important to remember that every situation is unique and over time, you will develop relationships and learn how each individual works. A great PR pitch is solution-based for the recipient and centered in value.

The Perfectly Pitched Formula is a framework to create a compelling pitch that is thoughtful, giving, and driven by the ability to answer the question, ‘what have you got that they want?’ This formula can be transferred to almost any situation where you’re requesting an opportunity to be considered.

The Perfectly Pitched Ingredients

Step 01: WHO

Personalize your pitch by name and research the publication/media outlet you’re reaching out to.

Step 02: WHAT

Get clear on what you’re pitching and make it unique and interesting.

Step 03: WHEN

Know when the publication is syndicated and when it’s most favorable for them to receive ideas for editorial consideration.

Step 04: WHERE

Consider if what you’re asking can be placed and where.

Step 05: HOW

Pitch with value in mind, and consider what you can give that they might want, not what the journalist can give you.

In addition, it’s important to communicate the value of what you do, similar to an elevator pitch.

Use value as the North Star when you pitch to media or any potential opportunity, be it a sponsorship opportunity, collaboration, or even employment.

The goal is to help build sustainable brands and share stories, to make a positive difference in the world by representing individuals and businesses that are doing good.

I am an extension of the personal stories within us and those that need to be heard.

Brands have to be able to do two things to grow and amplify media coverage:

01: Have the ability to develop meaningful and relevant story angles around your business

02: Be able to develop relevant depth and variety in media outlets and contacts on your media list

Now you also have to be able to authentically back up your media outreach with powerful, relevant, informative, and valuable media pitching and editorial opportunities.

When you’re creating your media list that is well researched it is an essential foundation for gaining media coverage and third-party endorsement across mediums.

Whether it be print, TV, radio, blogs, or via social media influencers – a media list documents the key media contacts who would be interested in stories about your business, the news surrounding your company and industry, and your area of expertise.

Research and planning are essential to unearthing opportunities that help you to secure media coverage in varying media outlets. A quality precision type approach is far more effective than casting the net wide and securing little or worse, nothing.

So you’ll need to put your best PR scouting hat on and go deep into the who, what, when, where, and why. Be sure to take all the time that’s needed to craft and tailor a thoughtful and high-impact pitch. The more you know and plan where your story can be placed, the more success you’ll have with your outreach.

Groundwork

Plan

Plan your story. Identify your goal and your ideal outcome. Move through the questions in the facilitator to help you unearth your story or prompt you to plan further.

Research

Research the facts that will help to support your story. Get around trade publications, major news outlets, or lifestyle publications relevant to your industry and your story. Get familiar with the media landscape you’re pitching to.

Develop Key Messages and Angles

Look into the who, what, where, when, and why for your story to develop key messages and angles. Align them with key media who you know for sure have shown interest in such stories and editorial opportunities in the recent past.

Story Angle Prompts to Diversify Your Media Coverage

Take time to outline your angles so that you’re prepared and have fully evolved the potential of your story. You should have multiple angles to ensure you’re pitching something substantial that could be considered and placed in various ways by different publications.

Angle one: i.e. human-interest angle

Angle two: i.e. industry trend angle

Angle three: i.e. expert opinion and talent interview angle

Angle four: i.e. history-based angle in association with your business

Angle five: i.e. product or service or special event based news angle

Angle six: i.e. exclusive element/access to something for this publication only/a reveal

Angle seven: top ten list of tips, or top ten insights, news curated in list format

Angle eight: survey results from consumer research within your industry

Angle nine: access to talent/expert in association with an evergreen story with new seasonal elements

So whether you’re looking to raise your personal profile or hoping to get the word out about a new product or service, media coverage is one of the best ways to get your company noticed. But it has to be news-based. Otherwise, it’s just a sales message and you’d be better off paying for ads.

Securing media coverage isn’t a simple matter of syndicating media releases and media pitches and hoping something sticks. It’s about being thoughtful, taking time to research and plan; and like all good things in life worthwhile – media coverage is the result of hard work, time, and patience.

For additional insight on developing and pitching your brand story to media, click to browse collection of DIY tools and strategies I use.