Pitching involves proactively reaching out to journalists, editors, or media outlets with personalized emails or phone calls to generate interest in your press release or story, convincing them to cover it by highlighting its newsworthiness, offering exclusive angles or interviews, and providing supporting materials. This personalized approach aims to establish relationships with journalists and secure media coverage beyond just distributing a press release.
Why Media Pitches Get Rejected
While getting featured in the media can be incredibly beneficial, several factors can lead to a rejected pitch:
- Lack of relevance to their audience or publication.
- Poorly written or unclear pitch.
- Overly promotional content.
- Timing issues (e.g., not timely or relevant to current news cycle).
- Too generic or impersonalized.
- Not offering any exclusive or unique angle.
- Pitching unrelated topics or stories.
- Ignoring submission guidelines or preferences.
- Previous negative experiences with the sender.
- Simply overwhelmed with pitches and unable to respond to all.
How to Pitch Your Legal Case or Law Firm News
- Personalization is key - Is your pitch newsworthy? It is important to note that editors and journalists can field hundreds of pitches per day. Your pitch should be concise, engaging, and tailored to a specific journalist. It typically highlights the key points of your press release and explains why it is relevant to their audience and publication.
- Introduce yourself - Let reporters know who you are, what you do, and how to reach you. Make a genuine effort to get to know the reporter and their needs. Start building a relationship with and become a resource for that reporter. Make sure your introductions are to targeted media.
- Once you've established a connection, share your relevant news and pitches for their consideration - Do so thoughtfully and avoid bombarding them with constant requests.
Building a Strong Email Pitch
Now that you have done your research and have identified your media contact, you can then start to craft your story.
- Follow the rules - Research the journalist's preferred format for submissions and adhere to them strictly. Pay close attention to s deadlines!
- Craft an enticing subject line - This is your first impression, so make it clear, concise, and relevant to your story. Avoid excessive formatting or salesy language to avoid spam filters.
- Answer the five W's - Who, What, Where, When, and Why? Briefly explain your story, tying it back to the targeted journalist's audience. Aim for clarity and conciseness, ideally under 300 words. Proofread carefully before sending.
- Go the extra mile - Offer something valuable to sweeten the deal, like access to experts, relevant data, high-quality visuals, or exclusive interview opportunities.
- Follow-up strategically - If you haven't heard back after one to two weeks, a polite follow-up email is acceptable. Don't be pushy and be prepared to answer any additional questions upon request.
- Nurture relationships - If a journalist covers your story (news), express your appreciation with a thank-you note or email. Building long-term relationships with journalists is crucial for ongoing success.
Building a Strong Email Pitch
Similar to email pitches, phone pitches should be even shorter and more concise, aiming for around 30 seconds to 1 minute to grab the journalist's attention and schedule a follow-up conversation.
Staff Responsibilities
It is important to inform the appropriate staff, including the front desk or receptionist, about potential media inquiries, ensuring that they are handled appropriately. This fosters a smooth and professional process and aligns everyone with your media outreach efforts.
Helpful Tools and Software
Should you need help, tools like Prowly or Muck Rack can help you with pitching, managing media databases, and tracking your outreach efforts.
Ethical and Advertising Rules
It is your responsibility to make sure your media pitch is compliant with your state's Bar Association Advertising Rules and Regulations or the American Bar Association (ABA) Model Rules of Professional Conduct. This includes any vendors you hire to assist or manage your PR efforts.
By following these tips and adapting your approach to each situation, you can significantly increase your chances of securing valuable media coverage and achieving your communication goals.
Additional Resources
Watch for upcoming How to Track Results of a Press Release, How to Set Up a Press Conference, How to Prepare for a Media Interview, How to Prepare for / Handle a PR Crisis and How to Hire and Work with a Public Relations Agency. In case you missed it you can also read How to Build a Legal Marketing Press / Media Database, How Tos on How to Pitch the Media, How to Write a Press Release and How to Distribute a Press Release.
