Sending a Pitch vs. Press Release

When it comes to garnering media attention for your business, there is no one-size-fits-all solution. In some cases, a press release may be a good way to get the word out, especially for a company milestone marker. But in other cases, a media pitch is definitely a better option, like tying thought leadership to timely news. Here are some reasons why a media pitch may be better than a press release: 

1). A media pitch is more targeted: 

With a press release, you’re essentially blasting information out to anyone and everyone who might be interested. But with a media pitch, you can be more targeted in your approach. Also, everyone knows a press release is self written, and therefore feels more like an ad. 

You can research the specific reporters and editors who cover your news topic, and then craft a pitch that is tailored to their interests. This increases the chances that your pitch will be read and considered, rather than being ignored. 

2). A media pitch is more personal, instead of a press release that’s a very formal way of communicating. With a media pitch, you can be more personal and friendly:

This can help you build a relationship with reporters, editor producers – which may make them more likely to cover your story. 

3). A media pitch allows for more back-and-forth: 

With a press release, you’re essentially sending out a finished product. But with a media pitch, you can have a conversation with the reporter or editor. This allows you to get feedback on your pitch and make changes as needed. Also, a written pitch is more of a conversation starter and less of a finalized story. 

4). A media pitch can be more flexible since it’s not published verbatim: 

With a media pitch, you can be flexible and adjust your approach as needed and ongoing. With a press release, it can be difficult to make changes, especially after the results aren’t ideal. 

5). A pitch can be less expensive: 

If you’re working with a smaller budget, a media pitch is a more cost-effective option than a press release. You won’t have to pay to have your press release distributed, and you can reach out to reporters and editors directly. 

6). A media pitch can be more timely: 

With drafting and revising a press release, there can be a significant delay between when you conceive it and when it’s actually published. But with a media pitch, you can often get a story published much more quickly (or at least get attention for an interview more quickly). It’s harder to hook to a timely news trend with a press release.  

7). A media pitch can be more effective: 

At the end of the day, the goal is to get media coverage for your business or organization. And a media pitch may be more effective at doing that than a press release since it’s personalized and more often leads to editorial coverage (not just verbatim copies). 

At HighRes PR, we aren’t opposed to press releases – they have their place in the PR world – but our passion is proactive media pitching.

Contact us to learn more about our approach.

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