How to Pitch Journalists, Bloggers and Influencers

If securing media coverage for your law firm is your mission, the pitch is the key to making it a reality. After you have researched the best media outlets and determined the story you want to pitch, it’s time to reach out to a journalist, blogger or influencer to spread your message. However, that doesn’t mean you should just start firing emails left and right. Making the perfect pitch is a process that requires time and effort to ensure the best chance of success for your firm. 

Build a Relationship

Think of pitching to the media like you would dating. You wouldn’t just walk up to someone at the bar and ask them on a date. You start a conversation and build a relationship over time before taking that next step. Your dealings with journalists should be the same way, and there are plenty of avenues for developing your relationship with media members. 

  • Introduce yourself – If your firm is starting its media relations practices from scratch, reaching out to a beat writer or reporter is an easy way to give them an idea of who you are and what you do. 
  • Follow their work – Reading and engaging with a journalist’s content will allow you to personalize your pitch when the time comes, increasing the likelihood of landing a story for your firm. You can even take it a step further by following them on social media and sharing their work with your own followers. Journalists want their content to be read just as much as your firm does. 
  • Be sincere – While you may see your interactions with the media as a means to an end for securing coverage for your firm, being genuine and kind will go a long way toward building and maintaining a working relationship. 

Engage, Don’t Sell

A journalist’s top priority is sharing relevant and interesting stories with the public. They aren’t in partnership with your firm and likely won’t be interested in any fluff pieces about a big case you just won or any recognition you have received. Rather than reaching out to tell a media member that they should write about your firm, focus on how you can provide expertise on an important trending topic. 

This practice can also be used when you seemingly don’t have any stories to pitch. If there’s nothing newsworthy happening at your firm, reach out to local media members and offer to be a resource on any stories they may be working on. While it may not immediately result in a mention for your firm, it will put you at the top of their mind the next time they need a source. Remember, positioning your firm and attorneys as thought leaders in your industry is one of the primary goals of securing media coverage. 

Carefully Include Newsjacking

In the era of social media, there’s always breaking news stories circulating. Whether it’s something that’s happening far away or right in your own city, these trending topics present opportunities for your firm to capitalize on the popularity of a story and be a part of it. However, it must be done quickly. Outside of continuing narratives like the upcoming presidential election, trending news stories come and go in a few days. Wait too long to be a part of the story and it will be old news at that point. 

This is also a practice that should be done delicately. Take the COVID-19 outbreak, for example. There are certainly chances for your firm to pitch a related story to the media, but remember that this is a pandemic that has claimed the lives of more than 100,000 people in just the United States and should not be taken lightly. 

Personalize Every Pitch

When it comes time to actually write the pitch, put yourself in a journalist’s shoes. They wouldn’t write the exact same story twice and you shouldn’t write the exact same pitch twice. That doesn’t mean that you can’t pitch the same idea to more than one outlet, but each pitch should be personalized for the recipient. 

By studying the market for your target audience, you can determine the best media outlets to deliver the message of your firm. Use that information you have compiled as you draft your pitch. Note the coverage area of the journalist you’re pitching and make a reference to some of their previous related work. Many media members, particularly those that have been around the business for a while, can sense the lack of authenticity with a one-size-fits-all pitch and will be less inclined to share your story. 

As is the case with all aspects of marketing and communications, practice makes perfect with media pitching. You won’t become a professional overnight and even some of your most well-written pitches may still fail to garner coverage for your firm. Don’t get caught up in the wins and losses. Stay confident, follow the same guidelines and your firm will be collecting news mentions and features in no time. If you need any help securing those wins, give us a call. With our legal experience, we can help you shortcut the process.

SAME process. Unique results.

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.

 

Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.

Responsibilities:

  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position