As a journalist, I can safely say that media outlets are often overwhelmed with the amount of emails received daily, and often, we have to skip dozens of pitches that don’t offer a valuable story. It is never about the brand; it is always about the people behind it and how relatable a story is for our readers. Sometimes you just have to change the approach or highlight something less expected. Last year, a female entrepreneur sent a press release, twice, about how hard it is to be a woman in business. Although I sympathize with how challenging being an entrepreneur in the 21st century is, millions of other people also face the same struggles, and she didn’t add anything to it. Then, she rewrote her pitch, this time highlighting how she was using TikTok to find a new audience and grow her small business. It ended up as part of a special feature that had an incredible performance and social media engagement, with her story strategically positioned at the centre of the article. Here is the feature, for context: https://euronewsweek.co.uk/business/how-small-businesses-are-using-tiktok-to-pump-up-their-sales/ Marcio Delgado – Journalist and European Correspondent at Euronewsweek
When I pitched my personal story to the media, I decided to take a unique approach by highlighting the often-neglected experiences of immigrants in the real estate industry. I understand that sometimes immigrant stories are dismissed or doubted, so I wanted to challenge those stereotypes and showcase the authentic experiences and successes within this context. By incorporating my personal journey into the broader narrative of immigrant contributions to the real estate sector, I aimed to draw attention to the resilience, diversity, and valuable perspectives that often go unnoticed. This strategy not only added a fresh perspective to the media's coverage but also contributed to a more inclusive and accurate portrayal of success stories within the real estate industry.
Pitching is an exercise in economy of language and a strong sense of how each word contributes to a given angle. Sometimes a single word can make or break a round of pitching: for example, I had a campaign that examined search trends around barbecue in the U.S. I knew my angle was solid: cities that love barbecue the most-- yet I wasn't picking up coverage. I then pivoted to "Most BBQ-obsessed cities" in my pitching and watched the campaign take off. This is why A/B testing is so important! You can say the same thing two different ways and see which resonates more with the media.
When pitching a story to the media, one unique angle that has been overlooked is the power of personal connection. Many times, people focus solely on the facts and figures of a story, but forget about the human element. By sharing personal anecdotes or experiences related to your topic, you can create an emotional connection with your audience and make them care about your story. This can be especially effective when pitching stories related to social issues or personal struggles. By highlighting the impact on real people, you can bring a new perspective to your pitch and make it stand out from the rest.
A media pitch should present the core of your story. What unique angle does it bring? Why is it relevant to a certain audience or publication? By highlighting these aspects, I’ve pitched overlooked stories to media houses and have had success repeatedly. First and most importantly, your subject line should be to the point and highlight your story’s specific value. With an effective subject line, your pitch is more likely to get opened. This step is important because most pitches get ignored before being read. A unique proposition to the media house ensures the journalist or editor opens your mail. The body of my pitch is highly readable and relevant to keep the reader’s attention. I try to show the benefits of my story while remembering that the journalist reads hundreds of such pitches every day. When you write your pitch keeping the final reader in mind, your content’s success rate immediately increases exponentially!
In the realm of media pitching, a novel angle is usually what is needed to cut through the clutter. One particular example was to reframe a story about the launch of tech product which showed an unexpected connection with resolving a social issue. The product at hand was an advanced communication application; yet, we reframed the story around its use in responding to social isolation – a challenge that persists today, worsening due to the digital age. Instead of flooding the media with technical specifications and industry language, the pitch highlighted a human component. We also exchanged stories of people who were not physically present but felt a kind of connection through this app. This angle changed the story from an ordinary product launch to a social message. In this way, the tech innovation was positioned as a solution to a broader problem, which made the story more compelling for audience of various media outlets. It appealed to both tech enthusiasts as well as people interested in social issues and human relations. This innovative approach attracted attention of publications that might have ignored a regular product launch. This approach was successful in confirming the premise that, in a media landscape where information is all over the place; human-centric narratives and solutions-oriented angles stand out. It demonstrated how tech stories could cross industry lines and become engaging tales that appeal to a broader audience. To sum up, a unique angle has the power to turn something that appears ordinary into a story worth reading. By associating a tech product launch with an issue that is recognizable to society, we were able to create narrative impact that went beyond the tech world.
At Startup House, we believe in the power of storytelling to captivate the media's attention. One unique angle we've used to pitch a story that was initially overlooked was highlighting the human element behind our software development projects. Instead of focusing solely on the technical aspects, we shared the personal stories of our talented team members who poured their passion and expertise into creating innovative solutions. By showcasing the faces and voices behind the code, we were able to humanize our work and connect with the media on a deeper level. This approach not only made our story more relatable and engaging, but it also emphasized the importance of teamwork and collaboration in our industry.
I have successfully pitched a story that was initially overlooked by the media, leveraging a unique human interest angle. Instead of solely focusing on the facts and figures, I highlighted how the issue or event impacted individuals on a personal level.This approach humanizes the story and makes it more relatable to readers, as they can connect with the emotions and experiences of real people.For example, when pitching a story about a new healthcare policy,I focused on the stories of individuals who were directly affected by the change and how it impacted their lives.Additionally, I have also used a historical perspective as an angle for pitching stories that may have gone unnoticed by the media.By tying in past events or trends, I was able to bring attention to a current issue or event that may have otherwise been overlooked.This also adds depth and context to the story, making it more compelling for readers.Another angle that I have successfully used is to showcase the behind-the-scenes aspect of a popular topic or event.This involves providing an insider's view and exclusive access to details that are not commonly known.For example, when pitching a story about a popular music festival, I focused on the behind-the-scenes planning process and shared insights from organizers and performers that were not previously publicized.