You’ve landed a feature story in your dream publication, but now, nobody’s biting on your pitch. Often, once one top-tier publication covers a story, it’s old news. Nobody wants to be second in line, and unless you change up your story, you might continue throwing mud at the wall and hoping it sticks.
Before you give up on the angle you’ve been expertly crafting for weeks, consider where else you can pitch the story with a different twist. After all, not all hard hitting coverage demands an article. These two alternate routes are just as effective, provided you attack the pitch with the right finesse.
According to a 2018 Nielsen study, 16 million Americans identify as “avid podcast fans.” For as many beats as you’ll find covered in some of the nation’s top news websites, you’ll find a podcast to match. Take, “Success! How I Did It” by Business Insider, for instance, which interviews leaders about their journeys to success and offers advice on how to climb to the top. Or, for more tech-focused stories, CNET’s “3:59,” a deep dive on the latest tech developments.
Whereas a feature story online lasts only as long as the reader’s attention span and/or the publication’s word limit, most podcasts last at least 20 minutes and many up to an hour or longer. That gives your story ample time to unfold, as the host asks questions and detailed follow-ups to whomever your brand names as its spokesperson.
Before pitching a podcast, do some research about its beat. For instance, you wouldn’t pitch a product to a podcast that profiles founders, but rather incorporate the product into your outreach around your founder’s story. It’s best practice to also listen to a few of the previous shows, so you can get a feel for the kind of information the host wants to know.
As the second largest search engine in the world after Google, using YouTube to drive traffic to your website and generate new leads is a lucrative venture. At its core, public relations is a very literal interpretation of its name: relating to the public. It’s built on a foundation of forming a mutual connection between humans, and there’s nothing like a YouTube video to break the ice and initiate a conversation. PR pros can harness the power of video to kick off a campaign or partner with YouTubers for unboxing videos, product reviews or interviews.
While email pitches have taken over the media relations landscape, filming a video to introduce a new product or service, or to profile a person, bypasses the publishing gatekeepers and puts your content on display for anyone to search. You can even use a YouTube video to add context to your email pitches and capture media attention.
If you’re not in the business of videography, you can still land a YouTube video as a featured product or guest. In the same way you’d pitch a blogger or Instagram influencer, you can pitch relevant YouTubers the opportunity to include your client’s product in a roundup, review or unbox the product, or even collaborate with a spokesperson from your brand for a news-style interview. Often, YouTubers will be willing to engage in a product exchange or social promotion, if paying for a feature isn’t in your budget.
Today’s media landscape encompasses more than just feature headlines and the written word. The most effective PR strategies take advantage of other unique feature opportunities to maximize the reach of their campaigns.