The Plus of Packaged Pitching

Want to gain some steam in your pitch to a media outlet but are getting nowhere? Need an edge to push your idea over the top? Consider 'packaging' your angle with other like-minded products or services and you're probably more likely to land a further reach than you expected.

Editors and reporters write for their audiences; You pitch for your product or service. Why not present a bundle of resources for their latest article or topic and it's a win-win?

One new such service that does this for you, is www.pitchwithme.com. Their reasoning?

"Whether you’re pitching a trend … or a human interest story – two (or more) resources are better than one. Journalists are being asked to do more with less — which means they don’t have time to chase down interviews. Smart PR people realize this and are finding ways to help journalists. Another way to help busy journalists? Instead of just pitching your client, provide reporters and bloggers with multiple sources. Within agencies, this kind of “packaged pitching” is already taking place; however, freelancers, boutique agencies and small businesses don’t always have these kinds of resources available."

For example: you see on ABC Magazine's Media Kit or Editorial Calendar that April is 'Small Business Tech' Month in their features department. Pitch your IT Guru's expertise with a neighboring business or firm's network security services. Maybe throw in your friend's latest software program and you've got a home run pitch.

Media Relations is all about understanding exactly what the media wants, needs, and delivering it in a professional and timely manner. Act as a resource and mutually beneficial relationships can form.

Some Tips on Landing the Coverage:

1. Paint a Visual-Great idea for all media types but essential for TV and magazines. Elaborate on what X can do for Y and the benefits. Readers/Viewers/Listeners will take away_____. Provide photos as an added bonus.

2. Send or Donate Product (if applicable)-Get it in their hands. *Caution-Take care to read the exact submission guidelines of every media outlet to ensure delivery. And no cheesy-over the top promotions, please.

3. Have a New or Unique Angle-Know who you're pitching and their beat and what topics they've covered lately. Do you have a tie-in that could work for their next story? A related trend or current event? Example: For Small Business Tech month, you pitch reporter Joe at Local Tech Magazine your packaged products/services while offering your Tech Guru's expertise on iPhone Apps for small business sales.

Have you had success with a Packaged Pitch? Let me know!

Comments

[Stephanie Richards]

You are right on about packaged pitching. A journalist usually needs at least three sources to make a good story, and your chances of gaining coverage increase if you can help point them to those sources. It is also great if one of those sources is a client of yours. Gaining positive media exposure for a client can be a value add!