By Carol Rich, Account Manager, communications 21
In this article, you will learn:
1) Important distinctions between local and national media;
2) How to talk to members in either group in a way that will generate interest from them; and
3) How to avoid making mistakes that will cost you time and money.
Businesses are always looking for cost-effective ways to gain exposure, especially in today’s volatile market. In fact, responses to a newsletter poll conducted by Atlanta-based marketing PR firm communications 21 (c21) showed that marketing budgets this year are weighted heavily toward budget-conscious, measurable campaigns like media relations.
Solid media pitching skills are honed over time and with much practice. Each client’s goals and audiences determine if media to be contacted should be local or national, or both. There are some aspects of pitching that are consistent for all media markets. However, there also are distinctions between local and national print media that require different tactics to land the big story. Below we examine three ways in which local and national media pitching can be the same - and different. Knowledge of these insights is essential to any successful media relations campaign.
How to pitch either local or national media:
Be familiar with the publication. Know the outlet’s format, target audience, frequency and reporting style, and what beat a reporter covers. Definitely read articles previously written by the reporter you are contacting.
Target the pitch specifically for that media contact. For example, we recently pitched national media on the findings of an Arthritis Foundation Exercise Program study. For Prevention magazine, we focused on regular movement as a part of general health to appeal to the publication’s audience and format. For iVillage.com, we highlighted the new study results and its impact on those suffering from arthritis (specifically women, the site’s target audience). Since we tailored each pitch to their respective publications, we were able to secure coverage in both.
Be cognizant of breaking news and whether your pitch is relevant at that moment in time. Do not pitch to local media in a city just hit by tornadoes unless your story is about helping with the clean-up. The same goes for national daily news.
The bottom line - all reporters require a targeted pitch that describes what the news is, and why that reporter’s readers will care. The pitch has to be succinct and relevant in order for the news to turn into a story.
Now you know how to pitch either – so what are the differences?
Local media only cover area-specific news and require more in-depth personal information, while national media tend to have a broad appeal. Local media may be interested in specific community outreach events in their respective cities during, for example, National Volunteer Week. But to pitch the same event on a national scale, it should include all of the events happening simultaneously throughout the country, the total number of volunteer hours, examples of various good works and any nationally recognized figures or celebrities participating.
Company or people profiles are more likely to receive local media attention, while national media will want more of a round-up story featuring multiple companies. For example, the local media may profile how the city's Botanical Garden is “going green,” but a national publication would be more interested in how national parks and botanical gardens throughout the county are working on environmental conservation techniques.
Local media want to speak to executives directly connected to the news being pitched (i.e., the CEO of the company mentioned in the article). National media want to speak with high-level, preferably third-party experts to support the news being pitched.
Some might think that pitching national media is more important than pitching local media, but this is a common misconception. An article about your company or brand in the New York Times is useless if your target market reads the neighborhood weekly newspaper.
Carol Rich is an account manager with communications 21, a full service, integrated marketing public relations firm in Atlanta. She graduated from the Grady College at the University of Georgia and is an active member of the Atlanta chapter of the American Marketing Association (AMA).
