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 for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • 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. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

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?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.