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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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 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

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  5. Summer Fridays

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  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.