Despite their similarities, a media pitch and a press release are two very different components of your press strategy. Although most people think of press releases as the bread and butter of securing media coverage in a public relations campaign, the reality is that a lot of story ideas simply aren’t worthy of a full release, and a pitch can be a much better option. So, what’s the difference between a media pitch and a press release? Keep reading for more details!
What Is A Media Pitch?
Media pitches are more informal and personalized than press releases.
Media pitches are often the core of a press strategy. They’re used to suggest a story idea to individual journalists via email. If the journalist likes the idea and their editors approve, then they write a story for their media outlet based on your suggestion.
Pitches tend to be shorter and more informal than press releases. The more personalized you make them the better – taking the time to get their name right, mentioning a past article, etc., shows the reporter that you’ve taken an interest in them and are serious about your inquiry.
What Is A Press Release?
A press release provides detailed information and is more widely distributed than a media pitch.
A press release is generally longer than a pitch and provides details of something newsworthy. Newsworthy is key here. You can write a pitch about a fantastic line of makeup, but unless the makeup is made by a major brand or has a phenomenal feature (e.g. is made entirely from recycled plastic) it just isn’t worthy of a full release.
Press releases are generally distributed much more widely. They’re usually sent to reporters and newsrooms, in addition to being posted on your site, and they are often also distributed through a wire service such as . A nice benefit to posting them on aggregating sites (wire services) is they can usually help improve your SEO, too.
Which Is Better For Your Press Strategy?
A pitch tends to be more effective – especially when your goal is securing editorial media coverage, although press releases do have their time and place in your press strategy. Yes, media pitches take more time and effort, but almost all of the coverage we secure for Three Girls and our clients is in response to these emails.
How Do I Write A Pitch?
There are a few key things to keep in mind when writing a media pitch.
This Three Girls blog article goes into full detail on how to craft a media pitch and who it should go to, but a few essential tips to keep in mind are as follows:
- Start with a strong subject line. This captures the reader’s attention and entices them to open your message.
- Include a hook right away. Tell them why your idea is a good fit for their readers, viewers or listeners in the first sentence of your email.
- Keep it short. No one likes reading pages and pages of text, so just include the pertinent details. Pitches shouldn’t be more than a few brief paragraphs.
- Add a link. If they want to know more, make sure they can find additional details about your company quickly and easily. Linking to an Electronic Press Kit is a good way to do this.
- Provide your contact info. Make it easy for the journalist to get in touch with you. Give them a phone number in addition to your email address.
- Write please and thank you. Sometimes it’s hard for your friendliness to come across in an email, so show them you’re appreciative of their time by including “please” and “thank you.”
- Proofread, proofread, proofread. Read over your pitch a couple of times to make sure it doesn’t have any mistakes, then send it off to the journalist.
Do You Still Need Help With Your Media Pitch Or Press Release?
If you are struggling with identifying the best way to get the news out about your company, be sure to contact us to discuss specific ways we can help create and manage your business’s press strategy. We offer a 30-minute complimentary phone consultation with our CEO, Erika Taylor Montgomery, to answer all of your questions.
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