How to use video in your media pitch

Adding video to your pitch could give it the extra oomph it needs to grab journalists’ attention. However, there is a right way and a wrong way—and errors won’t be forgiven.

By Hila Shitrit Nissim
Jan. 19, 2020

Ragan Insider Premium Content

Your media pitch is arguably more important than your press release.

It is your “foot in the door” to reach a journalist and help them see your brand or product’s true story. So, how do you master the art of media pitches?

Here are tried-and-true tips that will help you create more effective pitches and increase your chances of getting press coverage for your business:

1. Treat the subject line as a clickable moment.

What will make the person you’re pitching open your email?

Writing an attractive intriguing subject line is the key to making reporters want to open your email. Don’t try to tell the entire story. Remember: You need to make the reporter curious and interested in your email.

Sometimes a subject line that is not about the facts, but about the results, vision or goal can be more attractive for the reporter.

When we shared our 2018 Holiday Marketing Report Insights, we didn’t use the report’s name in the subject line. We even didn’t mention the company name. Instead, we used the following intriguing subject: “New survey shows the #1 marketing trend expected this holiday season is video.”

After you capture a reporter’s attention, you must take care not to squander it.

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