At GriffithsHunt PR, we connect authors, researchers, business schools, HR service providers, and companies, with their intended audiences, largely through expert media outreach.
When it comes to securing editorial coverage, there are some straightforward tips we always recommend. While they may not be ground-breaking, they play a crucial role in avoiding common pitfalls that can leave people wondering why editors don’t reply.
Know Your Audience
Choosing the right media outlets isn't just about going for the biggest names. It's about understanding your audience and finding the sweet spot. Yes, high-profile titles like the FT or Economist are possibilities, but sometimes, smaller, niche outlets may yield significant business wins.
Make sure you map out a strategy that resonates with your stakeholders. For HR services, let's aim to reach L&D budget holders within organizations. If you're in healthcare, the focus shifts to catching the eye of senior decision-makers in the sector. Don’t just aim high; aim precisely for those impactful business wins.
A Little Research Goes a Long Way
Just like in the world of LinkedIn, a thoughtful approach goes a long way when it comes to pitching journalists. Imagine someone dropping an irrelevant message in your LinkedIn inbox—it's likely to be swiftly ignored, perhaps even relegated to the digital abyss.
The same principle holds true for reaching out to magazine editors. Before hitting send, take a moment to dive into the publication. Familiarise yourself with its layout, preferred content, and editorial slots. This isn't about skimming the headlines; it's about understanding what the magazine is all about. Because in the world of media outreach, a little research can go a long way.
Less Promo, More Personality
The magic of editorial commissions is that your work is featured for free by an editor who sees its inherent worth. However this is not a green light to turn your piece into a full-blown advertisement.
Hold back on the temptation to plug your company relentlessly, as this approach is not a crowd-pleaser. Save the adverts for advertorial. Let your copy shine for its merit and great content.
Get to the Point – Pronto!
In the world of journalist inboxes, there's no time for small talk. Skip the "hope you're well" preamble (unless you really are good friends).
When you're pitching, dive straight into the good stuff. Two punchy paragraphs at the most, complete with intriguing new stats and compelling facts. Journalists are drowning in emails, so yours needs to stand out or be consigned to a bottomless junk folder.