Pitching 101: How to Pitch Your Brand to The Media

In their spring fashion issue, The Portland Mercury celebrated eight local fashion boutiques in a fun and colorful spread.

I enjoyed reading the article for a number of reasons but mainly I was excited to see some of the boutiques mentioned getting press. (I've visited, shopped and spoken with the owners of a few of the boutiques mentioned and had wonderful experiences. It's always nice to see great things happen for awesome people!)

Getting your product featured in a magazine, newspaper or online publication is huge. It allows you to reach a larger audience, it can boost web traffic, increase sales and in many cases builds trust with your audience.

But, if you don't have a connection with someone who works in the media and the press isn't exactly busting down your door to do a feature, how do you get your product in the magazines and other publications? The answer, my dear creative, is to send them a pitch. 

A pitch is a suggestion for a story that is submitted to journalists, bloggers, editors, etc. Pitches give the writer an idea for a possible story based on your product/business. Here are eight tips for pitching your brand to the media: 

Decide on Your Goals

Every pr initiative must first begin with a measurable goal. What are you trying to achieve? What is your purpose for reaching out to the media? Setting measurable goals gives you a vision and a game plan for action while allowing you to evaluate the success of your campaign.

Create a Media List

A media list is a list of contact information for editors, bloggers, journalists, etc.  Create a media list of the media outlets you’d like to see your product in/on.

TIP: Publications are often most interested in brands based on geographic proximity and reader aesthetic. Start with local, then regional and then national.

Pitch to The Right People

Do your research and make sure your product/service is a good fit for the media outlets you want to pitch. Additionally, if your product is beauty related you’d want to reach out to the beauty editor. If your product is accessories related, you’d want to reach out to the accessories editor. The publisher and editor-in-chief aren’t necessary the best resources.

Image via Portland Mercury. Photography by Nicolle Clemetson

Personalize Your Email

Never send the same email word-for word to multiple contacts or send a mass emails. I cannot stress this enough. Address the recipient by name (and spell it correctly). The goal is to be personable, not salesy. 

Give Them a Story

Editors are looking for a compelling story to hook their reader. So, pitch an awesome story, not the product.  

Keep It Short

Editors and journalist receive dozens (if not more) of pitches day so keep it short and make it sweet.

Spell Check

Spell check, proofread, reread and get a second opinion BEFORE you send out your pitch. Misspelled words and poor grammar reflect poorly on you and the company you represent.

Add Social Media Links

Give them more than the company domain. Access to the company’s social platforms gives the journalist/editor a closer look at your brand. It allows them to see what other people are saying about your business and gives them the opportunity to see if you’re a good fit for their audience.

Did you find these tips helpful? Do you have another tip that helps with your pitches? Share in the comments below.