Media Pitch vs Press Release: 3 Key Differences
Whether you’re already working with a PR agency, or just making your first steps with DIY PR, you must have definitely come across a mention or two of either a press release, or media pitch, or both. It’s easy to get lost in the lingo (not to mention to understand what exactly you need).
So what are the differences between a press release and a media pitch?
Level of detail
Typically, a press release is longer and more detailed than a media pitch. Here’s a most common structure of a press release:
A title summarising your news and a subtitle providing a valuable highlight or context;
A first paragraph explaining the key details of the news you’re sharing;
A second paragraph with details around the news;
An explanation what your company does and how the news fit into its current market strategy;
Quotes from the company’s representatives and from the other stakeholders mentioned in the news;
Market stats;
Links to the visual resources;
A boilerplate about your company.
A media pitch is an email to the reporter with a teaser of your news and why they should pick the story. Typically 1-3 abstracts long, a media pitch acts almost like an ad to your press release.
Note: a press release and a media pitch best work together. Add a full copy of your press release under the pitch or insert a cloud-based link.
2. Personalisation
A press release is a single document detailing your news for all types of media. A media pitch is always a personalised message where you can mention the reporter’s previous articles, explain why your story is a great match for them, or refer to the previous coverage of your company done by them. In fact, going generic with pitching can lead to zero responses.
Note: when sending your first ever pitch, consider splitting your media list into groups (eg. Industry, Local, Generic, Lifestyle, etc.) and creating a separate pitch template with an angle for each of them. Or reach out to PR Guy for a categorised media list and curated pitch templates.
3. Distribution
A media pitch can be used to offer an exclusive or embargoed news without disclosing too much detail. If your news are really big, consider reaching out to your key reporters before sending out a press release to everyone else.
A press release is most commonly designed for a mass distribution - either across your entire media list, or through the services like PRNewswire or Businesswire. Distributing a press release for a startup is a last means to reach out as many media as possible.
Note: despite some notable journalists like Mike Butcher proclaiming that a press release is dead, it still works well for some types of media, notably news outlets. Try to combine a generic press release with a set of personalised media pitches to maximize your chances for coverage.
Not ready to invest your time? Hire PR Guy for just $149. From crafting an eye-catching pitch to finding all the relevant media contacts and telling you when to follow-up with journalists, PR Guy will guide you through the journey of pitching to success.
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