Pitching stories to the media can be one of the most difficult, often terrifying and yet when successful, the most highly effective aspects of public relations there is.

The secret is to get interested in how the media works, learn to play their game and to find the gold nuggets of newsworthiness that differentiate you from the mass of ‘PR spins’ constantly bombarding the media.

Once you have developed this knack, you will develop a reputation with media as a source of good editorial material. Then you have one of the most powerful PR tools around because the media is an authoritative public communication channel which can do wonders for your credibility – and your client base. 

A client recently approached us wanting to expand her financial training consultancy into the corporate sector. What was her media appeal? She had a great personal story behind the development of her business and a very clear point of difference in the market with a newsworthy punch. A successful pitch resulted in a career cover story in a major daily paper which not only resulted in a flood of calls from prospective clients – but the newspaper and the journalist booked her in as well!