Wish to get your small business’ story within the information, however don’t know the way? On this piece, PR skilled Dianne Dumanovic breaks down the anatomy of a superb (and unhealthy) pitch to media.
Many small-business house owners need to pitch their tales to the media, however they don’t all the time know how one can make that story land. In the event you’ve ever despatched out a media launch and heard nothing however crickets, you’re not alone.
The recommendation to keep away from “spray and pray” PR (mass-blasting the identical media launch to each outlet) is in every single place. However what’s much less generally shared is why your pitch is likely to be lacking the mark, in addition to how one can repair it.
So, let’s have a look at an actual instance of a brief, generic pitch and stroll by how one can flip it right into a story-first pitch that really will get seen.
The unique pitch
Topic: Native enterprise wins award
Hello there,
We’re thrilled to announce that [Business Name], a small enterprise primarily based in [Suburb], has simply gained the [Award Name] for excellence in [Industry].
This can be a big honour and we’re proud to be recognised for our onerous work. We’re obsessed with serving our neighborhood and have been working since 2018.
Please see hooked up media launch and photograph.
[Business Owner Name] is offered for remark.
Why this doesn’t work
Whereas awards are value celebrating, this sort of launch usually will get ignored as a result of:
- It assumes the award is inherently newsworthy
- There’s no hook for a wider viewers (exterior the enterprise itself)
- It doesn’t reply: Why ought to a journalist, or their readers, care?
- It isn’t personalised to the important thing journalist or editor, making it apparent that this has been “sprayed”
The story-first makeover
Topic: From redundancy to nationwide recognition: How [Name] constructed an award-winning [Industry] enterprise
Hello [Journo’s Name],
Simply three years in the past, [Business Owner Name], a single Mum of two, was made redundant throughout Covid and not sure what to do subsequent. At the moment, she’s simply gained [Award Name] for excellence in [Industry], and constructed a thriving [Business Type] that now employs six locals in [Suburb].
What began as a aspect hustle in her storage is now gaining nationwide recognition, and [Name] is obsessed with serving to others locally flip robust occasions into alternative.
She’s accessible for interview and may converse to:
- How she rebuilt her profession after redundancy
- What this award means as a lady in [Industry]
- Her prime 3 ideas for different small-business house owners navigating uncertainty
Pictures and award particulars accessible – joyful to ship extra data or coordinate a chat.
Why this model works
This model:
- Begins with a human angle
- Ties right into a broader narrative (redundancy, rebuilding, resilience)
- Positions the founder as a voice value interviewing
- Offers the journalist choices to pursue – not simply info
It’s a delicate shift, however one which modifications every thing.
Media retailers aren’t simply on the lookout for bulletins. They’re on the lookout for tales to attach with the face behind the model, and your small enterprise has loads of them. The hot button is to:
- Begin with the particular person, not the product (or service)
- Lead with the angle, not the attachment
- Make it about worth to the reader, not simply validation for your small business
Getting media protection doesn’t require a advertising and marketing or communications diploma or flashy marketing campaign. Only a robust story, advised nicely.
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