What are some common mistakes to avoid when pitching a story to journalists?

Make sure you are pitching to the correct and relevant media outlet! I can't tell you how many times, as a former journalist/TV news producer, that I'd received pitches that had the wrong TV station or did not know which newscast I produced. Do your homework on what type of news programs/content a station offers and customize your pitch based on that particular program. For example, don't pitch a fluffy non-local lifestyle story to a newscast that focuses on hard news or local content.

A personal touch always helps with pitching. Writers are (usually) flattered by someone who is clearly engaged with their work. Look at the recent works of those you’re reaching out to and try to imagine what specifically about your pitch will appeal to the writer (or editor). For instance, if a writer has explored a certain angle multiple times in recent months, they may be less willing to engage in the pitch if they feel like what you’re trying to pitch will return them to familiar ground.

A trade magazine editor cares about the relevance and value it offers their readers, but we are all human (notwithstanding this AI augmented article!) and an entertaining, topical subject will help your pitch stand out from the noise - especially if you imply good images. Take this story about Computational Fluid Dynamics, for example, a deeply technical subject, but variations earned widespread media coverage on global TV, nationals and engineering magazines. “Simulations underscore the effectiveness of social distancing and protective masks” It implies visuals, human interest, and it was relevant to the news agenda - educating people on a public health issue and earning brand awareness with millions and engagement in a core audience.

I'd actually start by explaining the value of your pitch to the audience. Ask yourself why your story matters. For example, announcing that a bank is opening a new branch location isn't much of a story. A story might be that the branch is opening in an area underserved by financial institutions. Or that the branch is opening in a long-empty or historic building important to the community. Then introduce yourself and your company and explain why you are best equipped to tell the story.

As a former journalist, I know that keeping a pitch short and sweet is really important. Let them know you have all the resources readily available to them when they’re ready to pursue your story. Don't overcomplicate the pitch. In addition to your greeting and contact information, try to use just one sentence to explain why their readers should know about your story. Keep it simple. Respect their time. #corporatecomms #makingthepitch

I dislike when journalists shame publicists on social media with callouts of persistent, irrelevant emails and pitches — but it happens. There are more than likely a few publicists out there who contend that I have ghosted them. (I'm sorry!) But the truth is, generally, most journalists are inundated with PR pitches that they don't want to touch, so the more personal and succinct you are with follow-ups, the better. And yes, three is the maximum. If you don't hear anything, move on.

I could cite many examples of journalists in the technology industry getting fed up with follow ups. Do wisely - “did you get my press release?” could well earn you a public shaming on Twitter A second bit peave of editors and writers is overuse of PR tools. Mass mailed follow ups from a media database are impersonal at best and obviously rushed when the formatting and tool specifics are visible My advice to my teams or peers is always to keep it personal, short but to add some value - maybe you have something now that could make it more immediately valuable (a customer, some key facts and figures) or you have a relevant and credible spokesperson ready in the next week that you can book?