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Increasing recognition, attracting new users, finding partners or investors are some of the tasks that can be solved through media publications. If you want your news to be published, you need to pitch it to journalists. A study shows that journalists respond to 3% of pitches. How can anentrepreneur get an editorial board to care? There are a few things to do.

Put yourself in their shoes

Journalists should be treated like normal people. I've seen situations where editors were expected to respond to emails on the same day. If you don't reply in 24 hours, I'll send the topic to another media outlet. It's not possible to establish good relations with editorial staff.

Journalists get a lot of requests daily. Almost half of journalists receive at least 11 pitches per day, and almost one third receive more than 26 pitches per day. The editors of the Financial Times can't respond to every letter on their own. They don't need to write about you while you are trying to become an expert.

Imagine what it would be like to be in the shoes of someone you're writing to. Which letters are you most likely to open if you are an editor of a magazine? It's a good idea to read articles on topics that are relevant to you. The editor's attention was drawn to something. What can you do to make them want to work for you? Why would they reject the article you're writing? If you think this way, you will be able to choose a topic and pitch it.

Writers are usually prompt by newspapers about what they want to write about. The New York Times has guides for writers. I advise you to look for instructions before you start writing.

You can get a journalist to respond to your pitch.

Think of your PR as a Rubik's cube

It's similar to your business, with many sides of different colors. If your side of the cube is red to you, it could be green to your investors, blue to your customers, and so on.

If your product is a marketplace, your partners will want to know what features you have to promote their goods, how profitable and secure the transactions are, and whether you can outsourcing fulfillment and delivery. Users will pay attention to how sellers are checked for counterfeit goods and when the support service is available. Potential investors will want to know about your team's experience, financial performance, and product-market fit. If you want to publish an article in a media outlet, you need to think about who will read it and who will see it.

Communication with different editorial boards can be done using this principle. Some editors will be interested in the technological aspects of your product, while others will be interested in how your business has grown. Look at the materials that have appeared on the media website before making a pitch. It should not be too hackneyed that the topic you propose is for the media outlet.

An example from my experience is a study prepared by a client of mine. We wanted to promote it in the United States, but we focused on the Middle East. Local media outlets were not interested in the news because it covered a lot of the region. To get the article picked up, we had to change it.

Follow the format of the media outlet

The text will look informal if you don't include a headline, a lead or a subsection. It is worth looking at how articles look on the website before you write a column or piece of news. You will be more likely to read the material if you understand the format of the newspaper.

It's important to divide articles into paragraphs rather than sending them as a single text if editors ask for them. The letter is written and laid out in many ways. You should be aware of weekends and holidays and be respectful. The journalist should be able to see the letter in their inbox if the subject is stated at once. Journalists sometimes advise writers on how to present their ideas. Linda Ashok is the founder of startup to enterprise.

I like to email pitches. If you don't want me to cover the story, I won't reply. I prefer not to get follow-up emails if I email. I look at newswires for new stories. This is the first thing. Please do not make your name sound different. There is a company called company 3. There are two The pitch is line pitch four. Wait for a response

There are five foolish steps to pitching your story to the media.

Remember that there will be no second chance to leave the first impression

Even if the letter is not perfect, clients still insist on sending it. If it's your first time pitching a topic to a media outlet, you should finish the material. If you leave a bad impression of yourself, it will be harder for an editor to like you next time. Some correspondents block entire domain after getting irrelevant letters. After two unsuccessful pitches, sometimes they can do this.

Companies do an automated mailing to a lot of media outlets. Journalists receive emails with "hi, name" or "hi, first name" in the title. Sometimes, the company or agency forgot to hide recipients' email addresses, so you can see them in the newsletter. The sender could be blocked immediately after the email.

The relevance of your material is not considered. Business news websites give out pitches in September and August to their correspondents.

Lying to a reporter is the best way to be blocked. Entrepreneurs sometimes try to exaggerate their accomplishments and their business's financial performance by calling their GMV revenue or expected revenue. This will lead to harmful consequences, like with investors, as media staff will no longer consider your news and columns.

You might think that the media outlet is irrelevant, and that one case like this doesn't solve anything. Journalists change jobs and share stories of bad pitches in the public space. When you become a correspondent at The Washington Post, you can't write to them again because you let them down.

Believe in your idea

Send a letter with a positive vibe and the belief that you have a worthwhile product. People tell me that they don't have anything to say. Entrepreneurs go through an exciting journey, from finding their niche, creating anMVP, learning how to manage a team and delegate, promoting the product, raising funding rounds and scaling into new regions. Journalists are interested in your personal experience and unique ideas.

There are secrets to getting journalists to notice your pitch.

Is it difficult to get effective media coverage? Put yourself in their shoes, think about what the publication's interests are, follow the outlets format as best as you can, and believe in your idea. It is possible to make journalists friends of your brand by utilizing these tips.

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