How To Pitch National Media

Getting your brand in front of national media can skyrocket your success in a nanosecond. Think about it: One feature story from The New York Times or Good Morning America can put you in the spotlight before millions of readers and viewers.

National media coverage also establishes much sought after third-party credibility for your products and services, as well as boost brand identity. 

But….how? Securing a national news story may seem daunting, but it can be done with the right PR strategies and tactics. 

Here, the media relations team at Trust Relations offers five tips for pitching national media. They’ve seen it all — and know what works and what doesn’t. 

5 Tips For Pitching National Media 

1. Pitch Your Larger Brand Story 

Show — don’t tell — them your brand. Explain how the story of your brand fits into the world. Make it relevant to more people, more locations and for more reasons. Reposition your brand story to ensure you’re sharing the most relevant aspects of it that apply to a larger percentage of the outlet’s audience — including the entire country.  The national media isn’t the same as a local outlet. As an example, if you are pitching a restaurant, go beyond the new addition to your menu — that’s a local story at best — and tell them about the bigger story. Always be ready to reposition your angles and adjust how you pitch the story to make sure it is most relevant to a larger audience. 

2. Take A Refresher Course

Do your research before sending the pitch and make it personal. Direct your press release to the right person – a reporter who covers the industry you’re in. Let them know you are familiar with their work and mention some articles you have noticed. A simple acknowledgement of their work or a compliment can strengthen your relationship with that reporter from the get-go. Along those lines, double check to make sure the news outlet is a prime target for your brand audience. See the story through your target consumers’ eyes and target the publications or news sites they use to get information. 

Give it context and time it to media calendars — holidays, seasons, trends and news, to name a few. 

You may also want to consider including a press kit, which includes everything the writer may need to tell your story (i.e. your company logo, fact sheet, press release and high-resolution images). By providing an electronic media kit, you make your brand more accessible and interesting, while saving the journalist time. Use a subject line that stands out and that makes the reporter interested in learning more about your brand and what you have to offer the readers. 

3. Use Data

Reporters love data. Include it to discuss other resources — dangle a carrot — so the reporter will want to dig in for extra details. Finding a special angle that creates a larger story idea can help get the attention of the reporter and encourage them to call you for additional details. If your brand — an apartment complex, for example — falls into a larger story about millennial rental trends, that’s great. Help them make the story the best it can be with data that supports your company’s brand position within a particular industry and provides them with the answers they need to give a particular story context. 

4. Establish Relationships.

Build strong relationships and friendships with other public relations and marketing experts, as well as media professionals. Engage on social media platforms and keep in touch with them That means reading, liking and commenting on their posts, and incorporating what they have shared into your next media pitch. 

By forming plenty of media connections and working with these contacts, you improve your chances of success when pitching stories to different media outlets. 

5. Partner With A PR Agency for Help 

With a little hard work, practice and planning, you can get your business to the next level. If you need help, PR professionals tend to have media contacts at their fingertips through years of experience and networking. 

Pitching national media puts your brand in the big leagues. It’s the difference between staying local and becoming a household name. While not easy, it’s always worth a shot. Good luck.