How to Turn a Blog Post into a Media Pitch

We tell a lot of stories. Whether you work in public relations, media, marketing, corporate communications or internal comms, as communicators today we create or help tell stories across more platforms than ever before. Those stories go far beyond the traditional press release to include blogs, newsletters, social media posts, YouTube videos, Facebook Live events and op-eds to more cutting edge fields like augmented reality or leveraging new voice technology to quite literally tell stories through Alexa. Still, we continually find ourselves trapped within a traditional editorial perspective that says such and such story is best told on this or that platform. To get more mileage out of those stories, though, we need to apply an integrated marketing lens that helps us see where they can be told elsewhere to great effect. With that in mind, let’s explore how you can turn a blog post or similar story into a story pitch to the media and why you would want to do that.

SUCCESSFUL BLOG POSTS VALIDATE FUTURE MEDIA PITCHES

A good story trumps everything else. That remains just as true for your corporate blog as it does for reporters, regardless of whether they work in print, broadcast or the growing grey area in between. And while the question of whether a story qualifies as “good” or not may be subjective, fortunately we live in a time offering no shortage of quantitative data to help make that determination.

Dig into your blog and social media analytics to see which blog posts received the greatest number of clicks, likes and shares or scored the longest view time on the page. While not a perfect strategy, this can quickly tell you which stories on your blog people actually respond to and want to read. It can also inform you of which stories a reporter or editor could respond to and that initial evidence helps validate the story’s potential as a future news report or feature.

Once upon a time, reporters would immediately dismiss a story that had already been shared on a company’s blog or social media channels. Today, many reporters actually seek out successful blog or social media posts as evidence of interest in a topic. They want people to click on their stories as well and in the current ocean of content generated each and every day, that evidence helps qualify a story for broader consumption. Those reporters also recognize that even though you have already told the story, it’s new to their much larger audience.

UNDERSTANDING THE DIFFERENCE BETWEEN BLOG POSTS AND MEDIA PITCHES

Blog posts and media pitches both tell stories, but a media pitch does it faster, shorter and stronger. Basically, if you want to pitch the media, respect their time. The ratio of public relations professionals to journalists has grown to six-to-one, meaning today’s reporters get A LOT of pitches and long pitches quickly find their way to the virtual trash can. In short, don’t copy/paste your blog post into an email pitch to reporters.

To repurpose an existing blog post as a media pitch, revisit the blog and identify the core story within it. What’s the conflict? Who are the characters? What’s the resolution? And why should people care? Reporters communicate news by telling stories, so eliminate all the fluff and corporate messaging within your blog and tell them the story quickly and concisely. How concise? Try to reduce that 1,000 word blog post into a two-sentence media pitch that encapsulates the entire story and leaves the reader wanting to hear more. If you can do that well, the reporter will immediately recognize a strong story and know whether they can build on that story for their audience.

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TAILOR YOUR PITCH TO THE RIGHT REPORTERS

Remember that not every story is a story for every reporter. Before you send that pitch, try to identify reporters who would naturally be interested. If they focus on a specific subject area, that narrows things down, but go beyond that. Was there a great visual element that made your blog post a success? That could translate to a stronger newspaper or magazine story. Does the blog lend itself strongly to video storytelling? Think like a TV reporter. Does everything revolve around a certain sound or the weight of someone’s words? Yes, radio. It’s not that radio reporters won’t tell a story that would be better as a newspaper report, but you’re already making it harder for them to tell a successful story. Instead, you want to make it easy for that reporter to tell a GREAT story.

LOOKING BEYOND THE MEDIA PITCH

Now as you revisit your blog to mine for potential media pitches, you will begin to see how you can retell your own stories on other platforms you already own. That’s part of the magic of an integrated content marketing strategy. Maybe that LinkedIn post can be expanded into a full blog post of its own. A Facebook Live conversation could potentially make a great written Q&A. A TV reporter could do magic with one of your stories on their broadcast, but you could do the same on your YouTube channel or podcast. Over time you’ll catch up with yourself and begin to integrate that perspective into your story ideation and editorial meetings on the front end where you identify all of the potential platforms where a story can be told well long before you even begin to tell it. 

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Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.
 

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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 an Agency Administrator! 

Agency Administrator Job Description: 

This is a part-time role providing overall administrative support to our CEO and Account Supervisor, and assisting with basic human resources and monthly accounting responsibilities. 

For this role, you’ll need to work in our downtown Little Rock office and be required to submit between 25-30 hours a week within the operating hours of 8:30 AM to 5 PM. On occasion, there is a need to work additional hours on evenings and weekends during a client launch or other events throughout the year.

While repetitive daily/monthly tasks are certainly part of this position, additional tasks assigned can vary from week to week based on the CEO’s needs and the needs of the agency. The most important responsibility of the Agency Administrator is to ensure that administrative tasks and projects are completed with a high level of efficiency, confidentiality, accuracy, flexibility and positivity.

REQUIREMENTS: 

  • Bachelor’s degree preferred. 
  • Minimum of 2-5 years experience in the related field, dealing with financial information.
  • Must be able to use Microsoft Word, Microsoft Excel, Quickbooks and Google Suite.
  • Must be able to multi-task and possess excellent organizational, communication and interpersonal skills.
  • Basic knowledge of bookkeeping.
  • Must be able to use office equipment (copy/fax machine).
  • Effective verbal and written communication skills.
  • Detail-oriented and willing to tackle various ongoing projects in a fast-paced environment.
  • Excellent multitasking skills, with the ability to perform duties outside of the scope of work when necessary.
  • Must work well within a cross-functional team environment as well as independently.

Main Responsibilities

Human Resources

  • Provide support for hiring and onboarding of new employees 
  • Run bi-monthly payroll reports for intern/contractor payment
  • Coordinate new hire benefits and HR paperwork (health insurance, simple IRA, etc.) and enter into the payroll system. Plan yearly renewal meetings and update all payroll items.
  • Provide general responses to employee questions and requests on HR procedures, policies and information.
  • Process miscellaneous billings for payment & vendor management.
  • Responsible for keeping the Employee Handbook, HR policies and other HR information current and updated with the team. 

Accounting

  • Manage obligations to suppliers, customers and third-party vendors
  • Process bank deposits
  • Reconcile financial statements
  • Prepare, send and store invoices
  • Weekly expense reporting and time entry on behalf of the CEO
  • Contact clients and send reminders to ensure timely payments; Identify and address discrepancies
  • Report on the status of accounts payable and receivables twice a month
  • Update internal accounting databases and spreadsheets

Office Management/Leadership Support

  • Assist with presentation and client meeting set up; working with vendors 
  • Collect and prepare information for use in discussions/meetings of the agency leadership team and outside individuals. 
  • Assist CEO with volunteer activities – making calls, organizing catering and meetings in partnership with vendors. 
  • Management of client contracts/retainers – working with the account supervisor to ensure annual planning and timely renewal of contracts. 
  • Varying personal and professional administrative tasks including, but not limited to, booking appointments, research projects, coordinating travel, maintaining breakroom daily, maintaining storage organization and ordering office supplies, etc. 

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