Four Ways to Pitch a Story Without a Press Release

By Sian Yewdall
Woman Rising Magazine

Want know a dirty little secret PR professionals have known for years?

You don’t need a press release to secure media coverage.

If you’ve been thinking about hiring someone to write a release for you, or are holding off on pitching your goods and services until you have time to whip one up yourself, you need to know these 4 simple and pain-free ways to get media attention that doesn’t involve a press release so you can take action today:

1. Tweet It

This approach is not for the faint of heart and requires you to know your pitch intimately in order to communicate in 140 characters or less, but it works because it’s direct to your chosen journalist, can cultivate instant reaction and works well to test the waters on the subject matter to identify whether or not a press release is even viable.
99% of journalists have their own twitter handles, so do your homework and work out the most effective phrase to garner attention and send that DM.

2. Send A Sample

New product ready to be unveiled? Send an exclusive preview of it directly to your chosen contact with a hand written note or letter explaining why you think their readers would like it. Don’t expect the item to be returned as any samples are rarely – if ever – returned.

3. Email Pitch

Sending an email is definitely one of the most common ways to pitch a story without a press release, but if done well, you should get a reply to let you know the outcome either way.
Consider these email pitch etiquette rules:

• DO NOT bulk send the same pitch to all media. Choose one person and a back-up should your first preference not take the story.
• Personalise your approach and explain WHY their reader will benefit from the story. Remember the pitch is about making their job easier not just pushing your stuff.
• Follow the KISS formula and only share the basics NOT the whole story. Think: Who, What, Where, When and Why. Only when they reply and show interest should you follow up with further details, quotes or a press release (#sorrynotsorry). The email pitch works to get them interested in the story and if they want it they will let you know. If your pitch is too long, it won’t be read or you will lose them at “see further information attached”.

4. Make The Call

Connection creates content, so if you know the journalist and are familiar with their stories, then pick up the phone and have a conversation. This approach follows the same principles of the Email Pitch point above, only you’re pitching your great story idea verbally.

Write your top 3 points down on a piece of paper so you don’t ramble and get straight to the point. You could be one of a hundred people pitching a story that day, however if you’re efficient and call with the intention of providing them a great story (not one of self-promotion), then you may just have the appeal or cut through required to receive a positive response.

Above all else, when you’re approaching media with a story idea, remain courteous and package the article to suit the media’s brand. This will indicate that you know who their audience is and why the story will benefit them.

A press release is not essential, so focus on the pitch and building relationships with media to get their attention.

Sian Yewdall
www.sianyewdall.com

The fun size version of my story is, I’m a North Queensland girl who left Townsville at 20 years of age, to follow her dream of being a high-powered PR woman. After working for boutique agencies, blue-chip organisations and government agencies to actively promote clients, cities and chic events across Brisbane, Sydney, London and Sunshine Coast, I returned home to raise my beautiful family of boys and spend as much time at the beach as possible.

I adore reading, writing, pilates and snuggling on the couch with a glass of wine while watching Gilmore Girls for the 7900th time! I’m obsessive about helping women build authentic and heart-driven companies, redefining success on their own terms, changing the conversation around women in leadership, gender equality and just doing good things.