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Your Utility Needs to Keep Pitching the Media

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Andy Gotlieb's picture
Editor of a specialty publication, former public relations practitioner Freelancer

I hold 34 years of experience in communications, mostly in journalism, with a decade in public relations, too.  The first 17 years were spent in print journalism, where I covered, at various...

  • Member since 2016
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  • Feb 22, 2021
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Pitchers and catchers reported to spring training this past week, which means the end of winter is in sight (although it’s snowing as I type this), but it’s also a reminder that your utility needs to continue a different kind of pitching.

And that would be pitching the media with story ideas.

Anecdotal evidence from my day job (and speaking with journalists at other publications) shows there’s been a notable decline in the number of story pitches coming our way. Granted, some of it is because there is less going on because of the pandemic and there’s a definite fatigue associated with covering events on Zoom.

But fewer pitches means more opportunity for you.

That doesn’t mean you should deluge your preferred media outlets with story pitches – remember, you don’t want to be “the boy who cried wolf” and dilute the value of your best ideas – but feel free to pitch with confidence the stuff that realistically might make it in print/on the air/on a website.

So, what could you pitch, remembering to keep plugs for Zoom events to a minimum?

How about how you’ve dealt with winter storm issues differently than in the past?

Have you made any upgrades to your facilities or equipment?

Can you talk about changes you’ve made to pandemic-related payment programs?

Are there any key personnel changes worth mentioning?

Can you suggest any slice-of-life stories involving interesting employees?

Do you want to talk about the future of the industry and the possibly permanent changes created by the pandemic?

Would you discuss, with the end of the pandemic theoretically in sight, how things will be once everything is back to “normal”?

These are just a sampling of potential ideas. Obviously, ever utility is unique, which makes your storytelling needs one-of-a-kind.

As always, make a strong case when you pitch, highlighting the main points and including visual opportunities.

Andy Gotlieb's picture
Thank Andy for the Post!
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