After you’ve spent time putting together a list of all the best journalists who you want to cover your product, now comes the next challenge: pitching.
Pitching journalists is no easy feat especially when you have so much to say about your product, but no idea where to start. There is no exact formula to generate the perfect pitch that’ll guarantee coverage, but here is a list of do’s and don’ts to keep in mind:
- think about the objective of what you want from the journalist (i.e. book a demo at an event, accept an embargo, write a feature length article, etc.). You’ll start with a general base pitch, but eventually you’ll want to personalize the pitch. The base pitch is a great way for you to write a few news angles based on the different types of journalists you’re trying to reach out to.
- personalize your pitch. The easiest way to do this is simply by addressing the email to the journalist’s first name. Then make sure you can relate your product to their beat or everyday lives.
- include an asset whether it’s a picture or gif. As they say, pictures are worth more than 1,000 words.
- discuss basic details of what the product does and what may make it different.
- include relevant links.
- make your pitch longer than 2-3 paragraphs since most tech journalists will read it on their phones so they can lose interest very quickly if you don’t get to the point quickly and concisely.
- use jargon words! Tech journalists will be quick to write you and your product off if you do.
- give away too many details that way you can get the journalist interested enough to respond back to you asking for more details.
- include attachments or PDFs.
Remember that sending a pitch won’t necessarily guarantee coverage. However, it will definitely put your product on the radar for journalists to follow up with later on or for you to get some necessary feedback. Good luck!