In today’s digital era, media pitches are often directed toward non-print outlets, whether they are online-only publications, blogs or mobile news applications. In PR, it can be tempting to direct the same pitch to multiple types of outlets, especially if you’re pitching to different versions of the same publication. For example, you might question why one would pitch differently to the online and print formats of The New York Times—they’re basically the same thing, right?
Wrong. Digital platforms have a different set of interests and goals than their traditional print counterparts. A major aim is not only driving traffic to their content, but also distributing that content across the Internet through web-sharing and social-media tactics.
To meet these ends, digital outlets tailor their content specifically for web readership. What works well for print doesn’t always transfer successfully to digital platforms, where content is typically shorter in length, more attention-grabbing and more concise. When your pitch appears in an online reporter’s or blogger’s inbox, their decision whether to write is influenced by factors unique to digital publishing—to be successful, it’s helpful to address these.
How can you amp up your pitch for digital outlets? Caysey Welton, editorial assistant for PRNews, offered tips about the topic in a recent article. I’m listing three of Welton’s five tips below (I highly recommend you visit his full article for further reading) to set you on your way to the perfectly crafted digital pitch.
Welton’s tips:
1. Consider the virality of your topic.
The success of digital publishing relies largely on ad revenues, which in turn depends on the ability to direct readers to content via SEO (Search Engine Optimization). Eye-catching headlines and engaging multimedia content are therefore increasingly important for digital content. Consider what factors make your pitch SEO-friendly, and make them apparent. Writing about a popular topic, brand or major trend? Mention this in your subject line. If you can’t see why your story should be shared across the web, neither can the reporter.
2. Research is key.
It’s a given, but particularly important in digital pitching—read up on the publication, its style and audience, as well as the voice of the specific reporter. Pitching to a conversation-style blog? Be professional, but less formal in your pitch. The digital publishing realm is also highly divided into specialty topics, so make sure you’re targeting a reporter who follows the correct beat to avoid your pitch landing on deaf ears.
3. Educate the writer.
With the rise of the Internet, just about anyone with a computer and a few resources can produce news via blogs and contributed content. However, just because a writer has interest in a particular beat and a wide reach does not mean they know everything imaginable about that topic. It’s your job to fill the journalist or blogger in with background and context while still being concise and to-the-point.
As a PR professional, you may have been told to “think like a journalist” when constructing a pitch or strategizing media relations. Nowadays, this type of thinking requires understanding the key differences between digital and print publishing. Just as reporters cater their writing for different formats, so should PR professionals tailor their pitches to the particular platform type. Of course, traditional pitching tactics are still important, but do consider these suggestions when drafting your next digital pitch to avoid it landing in a reporter’s (digital) recycle bin.