Selling the story
There’s a lot to think about when it comes to pitching your client to journalists. You need to capture their attention quickly, craft an interesting story and ultimately secure some coverage! Below are a few top tips for sell in success:
Know your story Whether you’re pitching in a new member of the sales team, or a brand new kitchen utensil, make sure you know your product inside out. Print out some extra information so you have it to hand in case you get asked any tricky questions.
Do your research Before you start getting in touch with contacts, do your research. Do they still write the page you’re pitching to? Journalists tend to move around, and the media database you use may not be fully up to date.
Find the right angle Each journalist should receive a tailored pitch depending on the content they normally write about. It’s a good idea to look at the most recent pieces they have written, and use this as a conversation opener.
Listen Journalists may not be interested in your story, and they will be entirely honest with you about this. Listen to what they have to say, and offer a different angle if needed. Use your research.
Practice makes perfect The first sell in can be extremely daunting. You feel like everyone in the office is listening in, and critiquing everything you have to say. The more you do it, the less scary it becomes…and you will get better at it. Just be confident, and know your story!
Read Keep an eye on relevant industry publications to make sure you know exactly what’s going on and where you can place your client. This can give you ideas for potential new company stories, and help to generate relationships with new and existing journalists.