When you’re trying to build buzz about your startup, consider the details. Here are some absolute must-haves in your pitch to the media.
I’ve written about what not to include in a media pitch if your goal is to actually get someone to open it and read it. Bet you know what’s next. Yep. Here are four elements that absolutely must be in your pitch:
A useful subject line
I recently saw a tweet from Rafe Needleman of CNET which went something like this: “PR Tip: You have a subject line… USE IT!” Too often, people use worthless subject lines in their pitches. Think “Please read!” or “URGENT!” (These are real, I kid you not.) Your subject line is your make or break. If it’s interesting and relevant, the email gets opened. If it’s vague, the email gets deleted without a second thought. Make sure your subject line is specific, concise and relevant to the recipient. Even better if you can make it interesting. Think objectively: Would you open this email?
It may seem obvious, but ask any media type how many pointless pitches fill their inbox. Naturally, you’re thinking, “My pitch has a point. It’s my product and it’s awesome.” That’s only half the battle though. Your pitch needs to have a point that resonates with what your recipient actually cares about. Let go of the “you should cover my company!” idea. Instead, latch your company or product to something the reporter’s audience cares about, right now. Go back and read a few recent articles and reader comments to get a sense. Poke around their Twitter account too.
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