Elements in a media pitch:

• The 5 Ws: Who What When Where and Why (should people care)
• A summary of how it drives change
• A hero (who’s the “hero” of this story)
• Do you have assets? Think about whether you have a bank of photos, video, imagery etc. that you might include.

Unpopular opinion that is also very true

Your storytelling efforts (blogs and such) and media releases should be “on brand.” But not really… Yes that’s right, I know you have brand pillars and language that people worked really hard on. Your media relations and releases should be in “tone” with that. You can slap your boilerplate on them… and your logo… but when you go out to tell your story, it’s time to start speaking from the heart and get rid of the script. Key messages are good, preparation, practice and training is great … scripts are dumb.

It’s not rocket science (unless you’re pitching a story about rocket science)

You’re just telling a story about yourself and your organization, like you would over a beer or coffee to a friend …  It’s really that F-ing simple. Keep them engaged, drive to a point, appeal to their logic and their heartstrings. You’re not even asking them (media) for investment, you don’t even have to ask for money… just tell them your story. 

Media relations and storytelling is about awareness. 

Getting your story told and becoming known for what you do. That awareness will and should eventually lead to all those things you want (sales, funding, investment, recognition, leads… etc.). But we can’t go into the process trying to sell something. If you do so, you will lose, before your media relations consultant hits SEND on the release.