The Pitch – Make It Good!

“Believe it or not, your company and product, by themselves, are not an interesting topic.”

That’s a quote from a great article I just came across about 8 tips on pitching to media by Snapp Conner PR owner Cheryl Conner in Forbes Magazine.

Her article, “How To Pitch To The Press: The 8 No-Fail Strategies” caught my attention and I think it will yours. I went through it and I pretty much agree with all she has to say.

Her article and the tips focus primarily on sending a query when you know the specific writer you want to pitch. But I think it’s not too hard to transfer the strategies when emailing editors, producers and online publishers as well.

You can read it at

Some key points to keep in mind:

  • Keep it short. Out of hundreds of pitches she received after attending a tradeshow, the one pitch she answered was the shortest. It got straight to the point and connected what was being pitched with what she wrote about for Forbes Magazine.
  • Focus on an interesting story idea, not just a description of who you are, what you do or what your product is
  • Be clear on what you are asking for. Is what you are pitching part of a bigger story and you’ll be just one interview out of three or four? Do you want to be considered as an “expert” in your field for future interviews? If you are having an event, do you want coverage beforehand or afterward? (Don’t expect both unless it’s at the level of the FIFA Women’s World Cup.)


Baila Lazarus

Media Expert

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