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  • Team CHARLIE PESTI

Mission:Impossible

Updated: Aug 30, 2023

Breaking Through the 100,000-Unread-eMails Barrier




The digital age has made it easier for anyone to reach out to the media, resulting in a flood of emails that journalists are expected to sift through.


This inundation of pitches, press releases, and inquiries can make it almost impossible for journalists to distinguish the valuable from the irrelevant or worse.


So, if you want your story to be noticed, it's no longer enough to simply send an email and hope for the best. It won’t cut it. You need to have a carefully constructed and targeted media outreach program.



Designing the Perfect Media Outreach Program

A well-designed media outreach program is not merely about sending out a press release. It's about building relationships, understanding the media landscape, and creating content that resonates with journalists and their and your intended audience. Here's how:

  1. Preliminary Steps: Before even reaching out to a journalist, it’s vital to do your homework. This includes researching the journalist's previous work, understanding their interests, and identifying how your story fits within their coverage area. Knowing this helps you personalize your approach, making your outreach more relevant and appealing.

  2. Start Your First Conversation: Your initial conversation with a journalist shouldn't be a sales pitch. Instead, aim for a genuine connection by commenting on their recent work or discussing common interests. This non-promotional approach fosters a relationship of trust and opens the door to future communication.

  3. Build and Maintain the Relationship: Building a meaningful relationship with a journalist takes time and effort. Regularly engage with their content, offer insights, or share useful information related to their field. Show genuine interest in their work, and be available as a resource. These connections are not one-off transactions but ongoing interactions that require nurturing and consistency.

  4. Make Your Pitch: After laying the groundwork, it's time to make your pitch. By this point, you've personalized your approach, initiated conversation, and nurtured the relationship. Your pitch should not only align with the journalist's interests but also provide a unique angle and new value to their readers. Remember, the pitch is not about what you want to sell but about what their audience wants to read.

By following these four steps, not only will you stand out from the thousands of pitches flooding their inboxes, but you'll establish lasting relationships that could yield valuable media coverage for years to come.

Think of these connections not as mere tactics to get your story published but as strategic investments in the future of your brand or organization. The time, effort, and thoughtfulness you invest in building these media connections are the cornerstone of a successful media outreach program.

Think of it this way; this process isn’t all that different from trying to build a new friendship. Leading with “Hey, can you take care of this for me...” is a good way to get a door slammed in your face and your number deleted.

For a more in-depth look at building a media relationship, check out this guide.

The rewards of a well designed media outreach program, however, go well beyond getting your stories covered. It also builds lasting relationships and elevates your brand's authority, driving more traffic, engagement and business.

Leveraging Expertise: The Role of a PR Agency

There are no shortcuts to building relationships with the media. Any relationship worth mentioning will ultimately take YEARS and carefully managed efforts, and all it takes is the wrong email at the wrong time to send it all crashing down to the ground.

In today's fast-paced business world, it is very common for executives and investors to expect results much sooner. Working with an agency proficient in your industry, however can provide that strategic edge. They act as your partners and utilize their network and working relationships with key stakeholders to help navigate the media landscape and will make all the difference.

When you need them the most, they bring experienced professionals with unmatched expertise. This can provide several advantages:

  1. Strategic Planning: They can create a media outreach program tailored to your specific goals and target audience, ensuring that your efforts are not in vain.

  2. Relationship Building: Their existing connections within the media world can facilitate introductions, accelerate relationship building, and provide unique insights into journalists' preferences and schedules.

  3. Content Creation: They possess the skills to craft messages and pitches that resonate with the intended audience, increasing the chances of your story being picked up.

  4. Monitoring and Adjusting: Marketing & PR firms not only plan and execute, but also, continually monitor the effectiveness of your outreach program. They adjust strategies as needed, ensuring that you remain aligned with your goals.

  5. Time and Resource Efficiency: Attempting to build a media outreach program in-house can consume significant time and resources. An agency provides ready-to-use expertise, allowing you to focus on your core business, while they handle the outreach.

The choice to engage an agency is an investment in professional guidance and an acknowledgment that media outreach is a complex but vital component of your overall communication strategy. It's about leveraging expertise to boost your chances of standing out in the crowded media landscape, setting the stage for more impactful and consistent media coverage. Remember that picture above? Leveraging a PR firm’s expertise will help your press release cut through the 100,000+ and drive your marketing campaign home.


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