Written by: Samiha Fariha, Account Executive, Torchia Communications
The media landscape has changed significantly and COVID-19 has brought even more changes. To gain top coverage on those popular mornings, afternoon and weekend shows on TV and radio or even editorial opportunities on print/web, public relations professionals need to be creative more than ever.
It is no longer feasible to pitch media every news that comes from your brand that it might consider important or newsworthy. If your pitch is not targeted, offering value or clear and specific then your pitch will not get the coverage you are hoping for. Below are some useful tips you can follow the next time you are doing media relations for your brand.
1. Tailor your pitch note to the media type
When pitching media, make sure to personalize your pitch according to the media type. If you are pitching radio, make sure to mention in the pitch “this pitch will appeal to your listeners.” If you are pitching TV, mention “this pitch will appeal to your viewers” or if you are pitching print/web, mention “this pitch will appeal to your readers.”
Remember to further personalize your pitch for engaged media. If a media covered your brand before for a similar story, remember to mention it in the pitch note. For example, if a media covered your brand’s Easter toy segment last year then mention it in the pitch note and also highlight how the viewers or listeners will benefit from this segment.
2. Be clear and specific in the subject line about the opportunity
In one day, your media contacts probably receive over 50 pitches. That is why being clear and specific in the subject line about your opportunity will lead more media to open your emails.
If you are pitching morning, afternoon or weekend shows on TV and radio with segment opportunities then remember to mention in all capital letters “SEGMENT IDEAS” in the subject line. If you are pitching, print/web media with story ideas then remember to mention in all capital letters “STORY IDEAS” in the subject line. However, if you are pitching your spokesperson for interviews, remember to make it very clear in the subject line what the pitch is about by mentioning in all capital letters “INTERVIEW OPPORTUNITIES” or “INTERVIEW OPP.”
3. Prioritize follow-ups with media by email over the phone
Due to the COVID restrictions, more media are working from home and this makes following up by phone difficult. To have your pitch really be effective in this current time, you need to follow up by email.
When following up with the media by email, make it clear to them that you are following up about your pitch. For example, add in the subject line mention in all capital letters “FOLLOWING UP.” Taking this approach will lead more media to respond to you to let you know of their interest in covering your pitch or not.
4. Partner with influencers for media tours to prevent being charged for segment opportunities
The media landscape is constantly changing. More media are moving towards a ‘pay to play’ business model, which involves brands paying a cost to secure a segment opportunity on the morning or afternoon shows on TV. Sometimes these segment opportunities could cost up to $1000 to $3000. The best way to secure an editorial opportunity in this current time is to partner with an influencer who is doing media tours. These influencers are usually regular brand experts on these popular shows and also these influencers have a relationship with these producers.
For example, popular shows like The Morning Show on Global News have their own toy experts they like to use on the show. However, if you would like to be on this show with your own toy expert showcasing the toys available at your brand’s store for the season then you will need to pay for the segment. However, when you partner with an influencer, the segment will be more editorial focused such as a multitude of products will be covered as part of the segment along with your brand’s product. Also, these influencers offer an affordable rate to be part of their media tour such as for four interviews on top morning shows across Canada you can pay potentially $3000 to $4000.
5. Ask an influencer to be your brand’s ambassador or spokesperson to prevent your pitch from being too advertorial
You might have the best intention when you pitch media with your segment opportunity or a story idea for radio, TV or print/web, but oftentimes in the midst of pitching, we forget whether our pitch sounds advertorial or editorial. If you are pushing your spokesperson for lifestyle segments to talk about your products then the chances are high that your pitch sounds advertorial. Also, the producers you are pushing this pitch at probably know it as well, so you should not be surprised if your pitch gets forwarded to the media outlet’s sales representative.
The best way to prevent your pitch from sounding too advertorial would be by partnering with an influencer. Hire the influencer to be your spokesperson or brand ambassador. This will help the pitch to be more editorial-focused because the story will add value instead of just being focused on your brand’s key messages.
6. Media train your spokesperson for Zoom or Skype interviews to make the interview engaging
Due to the CODVID-19 restrictions, more morning, afternoon and weekend shows on TV have shifted to Zoom or Skype interviews. Although, virtual interviews are more convenient, sometimes without proper media training the spokesperson can get too comfortable in these interviews and make mistakes and also the interview can come out as visually unappealing.
When you have secured the virtual interviews for your spokesperson on a popular morning, afternoon and weekend show on TV, remember to media train them properly. In the media training session, go through how to properly answer the interview questions on air, what to wear during the interview, the appropriate Zoom or Skype background to have during the interview and finally how to set up the table during the lifestyle interview, so the spokesperson is able to go through the top products in order.