Media & Influencer Pitching

The line between a media pitch and a press release can oftentimes seem blurred. At Covalent Logic, we understand the importance of direct media relationships and outreach. We believe that a press release provides the what, and a media pitch provides the why. At its core, media pitching relies on the development of relationships, specifically with reporters and journalists.

In 2024, we partnered with Allergy & ENT Associates to build relationships with local reporters and improve brand awareness through earned media. We created a list of outlets in the Houston and Austin markets and began pitching interviews with AENT physicians on various allergy-related topics. Interviews took place with three prestigious outlets — KVUE, KXAN and the Austin-American Statesman.

The “Problem”

The media is ever-changing. Newspapers are being bought by large chains, slashing costs, collecting cash and running the publications into the ground. 

The Good News

The internet has made time and distance irrelevant…aka, what is a “national outlet” anymore when everyone has access to everything anyway? The concept of “national” being superior is dead. 

The Solution

Intensely local, niche and high-quality digital outlets 

While the 2000s saw a transition from legacy news-gathering organizations to the web, the 2010s saw the rise and fall of digital natives (think Buzzfeed). The 2020s have already shown us the success of subscriptions (New York Times, Washington Post, Wall Street Journal) and specialty outlets (The Information, The Athletic). Now, we’re seeing, and will continue to see, the consolidation or atomization of these specialty outlets…Morning Brew, Axios, 6AM, Industry Dive…

Examples of Atomization

  • Vice >  Vice, Refinery 29 
  • Vox > The Verge, Eater 
  • Group 9 > Popsugar, NowThis, Thrillest 

And even smaller, influencers, substack (mostly former journalists who write to a small audience) newsletters, podcasts and companies. 

Companies? Yes. Think of companies that could use the product or service, and pitch them. Think testimonials like this USPS/ScanMyPhotos ad.

These hyper-specific and super-niche digital outlets exposed the inadequacies of larger digital outlets caught in the “mushy middle”... think Mashable or Quartz. They’re not niche enough for today’s consumers. 

Media Pitching Services to Land Earned Media Opportunities

So, how do we pitch successfully then?

  • Hunt for new/smaller outlets that are hyper local and niche.
  • Give these outlets news they “can’t get anywhere else,” because they’re focused on serving a small, core, dedicated (and often paying) audience. 
  • Research and understand the outlet's audience that they want to be indispensable for. 
  • Bring data, numbers, rare access and exclusivity. 
  • Value credibility, not reach. 
  • Don’t be scared of paywalls. Just ask if your content can go outside of a paywall for a day/week, or simply write a blog post about the coverage behind the paywall and circulate that on your own. 

Things to Remember About Niche Outlets

These types of niche outlets have a skeleton staff, and they’re not actually reporting news. They're just aggregating it. 

With that in mind, it’s more important than ever to be an agency that creates its own content. If we continue to push our own ideas and content, the media will come to us. Or at least be more receptive when we come knocking, because we come with content. 

And to wrap it up, take this away. The point isn’t circulation anymore, it’s credibility. 

Building Blocks of Successful Pitches 

So what are the ingredients to a successful media pitch? If you are interested in the basics, we’re happy to share our knowledge. You may want to DIY or better understand what we do. 

The pieces listed below are important (and should be used in this order) when writing a pitch.

  • Timeliness
  • Credibility Boost
  • Personal Connection
  • Hard News
  • Human Element
  • Unique POV (unlike the plot of every Marvel movie)
  • Supporting Facts
  • Assets (photos, videos, factual sources)
  • Sources (regular people)
  • Call-to-Action

Other Important Aspects to Remember for Pitching

  • Voice and Tone
    • Successful pitches today lean towards conversational and informal, not businesslike. Be approachable and appealing.
  • Proper Targeting
    • Make sure your pitch is right for the outlet you’re pitching.
  • Power of Brevity
    • Successful pitches are brief (around 150 words).
  • Stand Out: 
    • Include a personal connection. Make sure you’re targeting the right person, and provide all the assets, so journalists don't have to look for them.

Seven Effective Blueprints for Media Pitch Types

1. Expert Pitch

  • Personal Connection
  • Credibility Boost
    • Validate your expert’s competence and knowledge.
  • Unique POV
    • Give the journalist something different that they can’t get from another source. 
  • Timeliness
  • Call-to-Action

2. Pitching Data

  • Timeliness
  • Hard News
  • Supporting Facts
    • Let the data shine. If your numbers are strong, you do not need a human element.
  • Assets
  • Credibility Boost
  • Call-to-Action

3. Contributed Content

  • Timeliness
    • Journalists receive hundreds of pitches per day, so lead with a major timeliness element. You’re helping them justify your submission over others.
  • Credibility Boost
  • Unique POV
  • Supporting Facts
  • Call-to-Action

4. Pitching Products

  • Timeliness 
  • Assets
    • Don’t clutter your pitch with unnecessary or distracting information or assets.
  • Personal Connection
    • Emails should be written in a conversational and enthusiastic tone.
  • Unique POV
  • Call-to-Action

5. Announcements

  • Credibility Boost
  • Assets
  • Unique POV
  • Human Connection
  • Call-to-Action
  • Straight Forward and Concise
    • Timeliness and hard news are necessary! 

6. Pitching Influencers

  • Personal Connection
  • Assets
  • Hard News
  • Direct Call-to-Action
  • Negotiation
    • Blend media pitching and advertising.
    • Don’t use facts. Use MONEY.
    • Demonstrate that you know how the process works and that you’re easy to work with.

7. Human Interest Story

  • Human Element
    • Incorporate information that the audience can relate to.
  • Timeliness
  • Personal Connection
  • Assets
  • Call-to-Action

FAQs

The best way to get an influencer to come to your business is to reach out to them and clearly identify what’s in it for them. Highlight how your business aligns with their brand and audience, and make it worth their while, with something of value. This can include a free experience, exclusive access or a paid collaboration. Keep your initial reach-out short, friendly and professional. Building a genuine relationship with them can go a long way, so be sure to have more than a surface-level understanding of the influencer’s brand and audience, and engage with their content before and after reaching out.
Influencers expect some form of compensation, as anyone should for doing work. This compensation often includes free products, services or experiences, with the expectation that the influencer will in turn promote them to their audience. For smaller influencers, the free offering may be sufficient, but for larger influencers, they generally expect payment in addition. Any compensation should be given with clear expectations on both ends to ensure a happy outcome for both parties.
The first step to contacting the news is to identify the right outlet and reporter. Then, send a concise, well-written press release or media pitch by email. Clearly outline why your story is newsworthy and relevant to their audience. Include your contact information, key facts and visuals. You can follow up via email or phone if you haven’t heard back within a few days.
Your company news will need to be timely, relevant and newsworthy to be in the newspaper. Start with a clear and compelling pitch, highlighting the who, what, when, where and why of your announcement. Send the pitch to relevant news entities, ensuring to tailor the pitch to each particular audience. Include as much information as you can with your initial communication, but be available for any additional information, quotes or interviews they may request.
Since Google reviews can help you stand out and give potential customers information, having as many valid, good reviews as possible is important. To get more reviews, you can do a few things. You can remind existing customers to leave reviews detailing their experience. You can make this easy by sharing a link with them, or having a QR code readily available for them to scan, taking them directly to your business profile. Additionally, you can reply to reviews as they are given, showing customers their feedback is valued.

If someone endorses a product through social media, their endorsement message should make it obvious that there is a relationship (“material connection”) with the brand. A “material connection” to the brand includes a personal, family, employment or financial relationship, such as the brand paying them or giving them free or discounted products or services.

Contact Covalent Logic to create your media pitching strategy and increase your visibility in relevant markets.