Taking forward our last week’s discussion on effective pitching, this week we bring to you 3 more effective ways of making your pitch more impactful. I am sure most of you must be already practicing this; however the purpose of this article is to simply act as a reminder to keep things on track.
Let’s visualize the journey of your pitch/concept notes you draft to pitch your story. It lands in the inbox of the targeted journalists, he sees the subject and hits the delete button; or he sees the email, read the body copy, his eyes perk up and yes! You have secured your coverage. Ofcourse the second scenario is something that you always wish to repeat every time you send a concept note. So in this post let’s discuss those few things you can do to ensure your pitches meet the desired success:
Right Time – Right Journalists: Journalists will respect you if you spend some time understanding their beat and the stories they are currently perusing. Every time you send a wrong pitch to a wrong journalist, you are making an impression about yourself and your consultancy, which is certainly not favourable. Before deciding on whom to pitch, check the online source of the publications to identify who is the perfect fit for your pitch. It is not surprising to see pitch notes being randomly sent to bureau chiefs and even resident editors, just because you have their contact details. Do your homework before you hit that send button.
Strong Headline or Subject Line: This is the first thing that your target journalist happens to see and this can make or break your pitch. If it’s unclear, boring, or something that has already appeared in the same or any other publication, the journalist will not even bother to open your email. Your subject lines cannot be your client’s advertising slogans, craft a headline that will appeal to the readers of the intended publication. Your skill on writing a subject line or a headline of a concept note can be judged by how close the statement was to the actual printed headline of your story in the publication.
Offer a complete perspective: Draft a pitch like a journalist approaching his story, try and offer a complete perspective rather than only focussing on what your client has to offer. Include industry figures and statistics (with references to the source) that a journalist will find helpful to complete his story. Identify other spokespeople for his story; industry stories cannot be exclusive about your client unless your client has done extremely noteworthy. Every industry story needs atleast 3-4 spokespeople offering different perspective. Hence before writing those pitches, map your stakeholder universe, identify those neutral parties who can offer a perspective to your story such as an NGO, an academician, a legal expert etc. If you go this extra mile and make the journalist’s job easier, you stand to win a long standing cordial relationship.
I am sure there will be many more insights with you, but that will help only if you share, so add your views and feedback in the comments section of www.vikypedia.in