When you're pitching the media, you need to have fresh ideas. One pitch email to 10 media contacts will not do. You need to keep pitching different angles. This is what PR professionals do, and this is what you must do too, dear Business Owner (or Communications Director, Marketing Director, or Intern tasked with this large task of getting organic (free) media coverage for your business).
One way is to piggy back on trending news stories. This is when a big announcement or development comes out, and your product or expertise may have just the thing to say about it.
Let the following stories inspire you. Then come into Tin Shingle's Pitch Whisperer to discuss how you're going to pitch it. Hold yourself accountable, and do it!
If you feel you're too late - ignore that voice. Your possible news story can keep the topic talking.
Trending News Stories Right Now
The 50th Anniversary of Reproductive Rights
Many news outlets picked this up and reported on this date. According to ACLU: "January 22nd marks the 50th anniversary of Roe v. Wade, the landmark Supreme Court case that codified the right to an abortion. But this year on January 22nd, we’ll largely remember this anniversary as the one that wasn’t. For 49 years, Roe helped to allow people who could become pregnant decide what was best for them and their families, but on June 24th, 2022, the Supreme Court overturned Roe in the case of Dobbs v. Jackson Women’s Health. Since then, bans on abortion have taken effect in 13 states, and courts have blocked abortion bans in 9 others, according to the New York Times abortion ban tracker, though this is constantly changing."
How To Pitch:
Don't limit yourself here. Many businesses, creators, artists and other professionals have relevant stories to tell here. What's your angle?
Authors: What part of your book touched on abortion? Was your book set in a time when abortions were illegal? Clip a quote from your book, find your angle, and email that to the media outlet you are targeting.
Businesses: Perhaps you have a personal story to share. Very difficult to do for you, so only do this if you feel strongly.
Organizers: Have you been working on projects that are collecting experiences from people? Share snippets of these stories to the reporter or producer you think is a good fit.
Alec Baldwin To Be Charged With Involuntary Manslaughter in ‘Rust’ Killing
While filming the movie "Rust," the gun Alec was holding and aiming at the cinematographer, went off. A loaded bullet was inside, and killed her. Interestingly, The New York Times carefully phrased it this way: "A gun that Mr. Baldwin was rehearsing with went off, killing the film’s cinematographer." The person responsible for weapons on set, known as the "armorer" also faces manslaughter charges.
How To Pitch:
Authors: Are you a crime writer? How would you have written this? The author Mark Bello was on this right away, and published a newsletter about it. Mark is also a member of Tin Shingle. He made a great move by publishing his own article.
Experts: Are you a legal expert in this arena?
Organizers: Are you a union leader who advocates for workplace safety?
Film Production: This movie is still going to complete. Should it?
New Zealand Prime Minister Jacinda Ardern Announces Resignation
We watched her lead the world in her response to COVID. She's announced her resignation, citing many reasons including her new child, her desire to get married to her man, and admitting she "did not have enough in the tank to do [the job] justice," (read the transcript here). When the BBC covered it, they asked/headlined "Can women have it all?" In response, the MSNBC host Ayman Mohyeldin slammed the BBC, saying: "What an absolutely shameful headline by the BBC. When men politicians resign, does the BBC question or imply that somehow they fell short in 'having it all'. This is but one mere example of the reductive and frankly sexist headlines PM Ardern faced during her tenure."
What do you think? Write an article on it on your own company blog, and use that to pitch out to the media as you show your expertise.
Use Tin Shingle’s Pitch Whisperer To Help You
Tin Shingle’s community is here to support you. Pitching the media is often done in a vacuum. All by yourself. The Pitch Whisperer Forum allows you to have feedback, possibly tweak your pitch, and keep pitching.
Activate your membership with Tin Shingle today.