You can have the best and most impactful news in the world, but you’re unlikely to receive media coverage for it if your pitch is off. If you contact the wrong reporter or send a lengthy, tortuous email, you’ll be promptly sent to their spam folder, never to be thought of again.
If you want more media mentions and social buzz, you’ll need to perfect your pitch. Here are eight tips to help you generate publicity:
1. Establish rapport with media and influencers. While most journalists and bloggers prefer to receive pitches via email, you should build a relationship outside of the inbox. Follow reporters on Twitter or their preferred social networks. Many reporters are too busy to meet in person, but you can sometimes swing it. Attend some of their events or conferences. You’re more likely to talk with them at an event than when they’re in the office or out covering a story.
2. Know your reporter. You should only contact a reporter if their beat and audience is relevant to you. Reporters only want to receive a pitch if it’s important to their readers. Anything other than that will be regarded with disdain and deleted.