Proven steps to pitch your company’s story to the media

At the Chamber, we're gearing up for our busiest time of the year - summer events season. And if you're reading this, then you know we use various media sources to let you know what's happening in our world. Whether it's local newspapers, regional TV stations or popular online platforms, we make sure to cover all bases. But how do you get the word out about your own company's event or news? And what are the best outlets to do so in a rapidly changing media environment?

Having featured pieces on reputable news sites helps you build your brand and establish your business as a reputable authority in your industry. There's a recipe for success when pitching your story to the media and we're sharing it with you today.

Build a media list of contacts

Your list of media contacts isn't a numbers game but rather a small, carefully curated list of relevant contacts. But where do you start when you're starting from scratch?

Visit the online media outlets that fit your industry or ones you wish to be featured in, then find journalists who cover topics pertaining to your business. You can connect on LinkedIn and obtain their email addresses or contact them directly through their platforms. Additionally, consider exploring niche blogs, influential social media accounts and podcasts relevant to your industry, as these can be valuable outlets for your story.

The importance of your subject line

A few carefully worded emails to select journalists who are likely to have an interest in your ideas is a lot more valuable than shooting off dozens of emails to anyone whose contact information you can get. Getting these select few to open and read your email begins with a strong subject line.

Although the subject line is your first impression — your foot in the door — it should be the last part of the email you write.

Why? Because the subject line needs to be an engaging teaser for the email's body, you can't tease what you haven't written yet. The subject should be between seven and nine words, be visible on mobile devices (test this before you send it) and be compelling and unique enough for journalists to open the email.

Compelling subject lines may incorporate a relevant current event, use a startling statistic or indicate a solution to a common concern. Be concise, be intriguing and be something that hints at a topic a lot of people will want to read about.

Create a strong introduction

Your introduction should be compelling, professional and not overly friendly, which can feel disingenuous. Even though we're in a smaller market, you likely haven't met your media contacts. Instead, begin your email warmly but come to the point fairly quickly.

You may wish to familiarize yourself with their work by reading articles that relate to the story you're pitching. Then, you can include a quick compliment about one of those articles in your introduction and segue into your pitch. You only have a couple of lines to hook your reader, so it's important that you make them count.

Craft the body of your pitch

If your journalist is still reading, they're interested in what you have to say, but will want details to help them decide if your story is marketable. Identify the problem you're solving with specifics on how it impacts the reading audience. Unless you're pitching to a trade journal, try to avoid industry jargon. Keep your verbiage simple and clear, using bullet points, stats and quantifiable data.

Conclude by introducing yourself and provide a brief (about two sentences) summation of your expertise, keeping it relevant to the topic you're pitching. Finally, close with a call to action – ask them to call or email you if this sounds like a story they'd like to cover. Make it short and sweet.

Bottom line

Pitching an interesting story to the media builds your brand and establishes your authority with potential clients. Learning how to properly pitch a story can help your thought leadership pieces (unique opinion or viewpoint pieces that inform, educate or entertain) get published more often. By leveraging a variety of media sources—traditional, digital and social—you can maximize your reach and ensure your message resonates with a broad audience.

Check out the Chamber's list of media and advertising contacts.