SKC Insights

Great media coverage starts with a great email pitch. It introduces and excites the journalist to various facets of your company -- be it your products, your founders, your unique proposition for a changing industry, your customer successes and/or your insights or predictions about the future. A pitch needs to be short and sweet, informative but not overwhelming, but what does it actually look like? For our post today, we've whipped up an imaginary pitch to aid our discussion, and broken it down into the 8 must-haves of a great media pitch:

1. Make Them Feel Special

When it comes to pitching, personalization comes in two parts. First, while it may save time to list all your contacts in bcc and send one email, journalists find mass email blasts to be impersonal and often delete such emails without even looking at them. Avoid the bcc line and you'll avoid the spam folder. Second, make sure you use the name of the contact you are trying to reach. A vague "To whom it may concern" or (heaven forbid) the wrong name tells a contact that you haven't put in the time or effort to get to know who you're emailing. Let them know that you care by taking the time to personalize your email.

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What separates the haves from the have-nots in the business world? The simple answer is "reputation," an intangible that fortunately isn't unattainable. Chances are you already have most of the components to build your company's identity and reputation. One thing is for sure, no matter how good your product or service, you don't stand a chance in the business world without a solid reputation.

Here Are Five Ways To Build Reputation:

1. Know Thyself

Laser-focus on the niche that gives your company its competitive advantage. Knowing where you stand in the competitive landscape is the first step to developing your company's key messages and a larger strategy for building your company's identity and reputation.

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"Private opinion is weak, but public opinion is almost omnipotent," said Harriet Beecher Stowe, an abolitionist author who lived in the 1800s. More than 150 years later, this statement still rings true. Organizations must find ways to communicate and convince your target publics of the worth of your missions, services, and products - or compromise success.

Here are five reasons why you need the media:

1. Reach Your Target Audiences

The media has the uncanny ability to reach thousands and millions of the right people in an amazingly short time. The company and/or individual who knows how to interest and intrigue the media has mastered one thing -- the ability to leverage the media for mutual benefit.

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