The question desk
In the dynamic field of media relations, we've gathered insights from PR Managers and Directors of Marketing on crafting pitches that resonate. From navigating cultural differences to humanizing technology, discover the unique strategies behind four standout media pitching success stories.
I have a story related to working with French media. The approach to pitching and communicating with journalists from the USA and France is very different (I didn't know it then). My goal was to submit an executive's guest column from the company where I worked at that time to tech/business Tier-1 and to indicate in this article the name of the application I was working with.
After dozens of emails to which no one answered, I finally received a response from the column editor of one of the French Tier-1s. The answer was in French (which I don't know) and was like, "I'm responsible for columns on other topics, but send them; we'll see." As a result, this media resource published several guest columns mentioning our product free of charge.
And yes, I communicated with the editor in French all this time (don't even ask how it was).
Kosi HarrisCEO and Founder · Kosi Harris PRYes, I was working with the Tourette Association of America to promote Tourette Awareness Month, which coincided with the release of the 'Avengers: Endgame' movie. Traditional pitching for Tourette Awareness Month was receiving steady coverage until word spread that a member of the Tourette community was unfairly kicked out of an 'Avengers: Endgame' showing due to her tics.
The team initially planned to offer AMC Movie Theatres sensitivity training, but this was ignored by the theater. As a geek myself and eager to see the film, I decided to use this incident as a media opportunity to reach both mainstream media and geek pop culture outlets. The story received coverage from People.com, Inside Edition, BBC, Comicbook.com, Comic Book Resources, IMDb.com, and Yahoo!
Alex CorniciDirector of Marketing · Awesome HibachiOne media pitching success story that stands out in my memory involved a small, family-owned bakery that had recently launched a line of gluten-free pastries. They were passionate about their product but struggling to get the word out beyond their local community.
I took on the challenge and decided to craft a pitch that focused on the personal story behind the bakery. I highlighted the owner's journey to create delicious gluten-free treats after her son was diagnosed with Celiac disease. I also emphasized the unique baking techniques they used to ensure their pastries were both flavorful and safe for those with gluten sensitivities.
Instead of blasting the pitch to a generic list of journalists, I carefully selected a handful of food writers and editors who had previously expressed an interest in health-conscious or allergy-friendly food options. I personalized each pitch, referencing their past work and explaining why I thought this story would be a perfect fit for their audience.
The response was overwhelming. Within a few days, we had secured coverage in several major publications, including a feature article in a national food magazine and a segment on a popular morning show. The bakery's sales skyrocketed, and they quickly became known as a go-to destination for gluten-free baked goods.
Niclas SchlopsnaManaging Consultant and CEO · spectupOne success story in media pitching involved a tech startup client who developed an innovative mental health support app using AI. We knew we had to create a pitch that stood out, so we focused on crafting a compelling narrative around the founder’s personal journey and passion for mental health. This personal angle made the story relatable and engaging for journalists.
We also highlighted the broader societal need, using data about the rising mental health crisis, particularly during the COVID-19 pandemic. We emphasized the app's unique features, like real-time support and personalized content, and included endorsements from mental health professionals to add credibility. Timing our pitch with Mental Health Awareness Month ensured it was relevant and newsworthy.
The result was extensive media coverage in major publications like TechCrunch and Forbes. This not only boosted the app's visibility and credibility but also attracted investor interest. The key was combining a human story with strong data and strategic timing, which made the pitch resonate widely and effectively.
