Know Who you are pitching: Knowing the outlet and the direct person you need to pitch is very important. You want to make sure your brand or story gets into the right hands. Research the right person for your intended pitch. Get the right department and correct email. That way your pitch is in the hands of the correct person to make the decision of featuring you our not.
Know the right days to pitch: It is important to pitch on the right days and at the right times so your brand or story doesn’t get missed. In our personal experience, we Don’t pitch on Mondays or Fridays. Why? On Mondays media are normally checking emails from the weekend and trying to get their week started. On Fridays there is a great chance of media being out of the office early, so you miss their viewership on your piece. Tuesday-Thursday are great days to pitch. However, if you can get access to the journalists’ editorial calendar, that will serve you very well. An editorial calendar will give you a detailed timeline of what they are working on for the next year. This allows you to pitch accordingly and knowingly.
Know the right times to pitch: Timing is key, especially for coverage. For timing, we have a few tricks we like to you to get our emails seen! Send emails early in the morning. We tend to pre-set our emails to be sent between 2 - 7 am in the morning. This tactic ensures our emails sits within the top 10 of any email box. During the day, we will send emails between 10 -11:30 am and 1:30-4:30 pm. Those are the times that people are most likely to be at their desk or on email.
Know when to pitch a story: Knowing the days to pitch is important but knowing when to pitch is, even more, important. Again, this is when an editorial calendar comes in handy. Most publications are working on a feature 2-3 months ahead. For example. If you are looking to get into Holiday Gift guides, you should be pitching in August or beginning of September. ( We pitch in august to make sure we get chosen!) Even so, when preparing your content for your site or campaign always prepare your content months in advance.
Preparing your pitch: Get your act together and have your pitch done and edited before you pitch to media. You can have a general template prepared but make sure you customize it per media outlet. Make your pitch is resourceful. Include facts, pricing and a few high-res images. Note that more high-res images are available upon request. Include contact information links to your website and social sites. Due keep it to the point. This is not a press release, this is a to the point email introduction. You can include a press release or a package as an attachment in your email. Let your reader know that you have attached more information for their reference.
Think outside the box: Media receive hundreds of emails a day. Emails that contain the same old format and basic information. Be a source of excitement for them, Make your pitch different. Whether it is with a colour background or a video pitch, keep them interested. Relate your product to a feature they did back in March. Or if you know your brand or service is something they personally enjoy, play on that feeling.