Research Meets News Instinct: PITCHING MEDIA
Pitching has always been a balance of research and intuition. The research involves understanding which journalist relationships might be interested in your story and getting it to them in a way that makes their jobs easier. The intuition lies in crafting your pitch into a narrative that connects to current topics and events relevant to each specific reporter.
Message Crafting: Focus on Trend-Focused Messaging, not Just the Product or Service
Contrary to popular belief, most journalists in national business publications and broadcast outlets don’t primarily cover new product releases. They focus on trends, and at EMC, we specialize in understanding (and sometimes predicting) these trends. This allows us to help you shape your trend-focused messaging to ensure it becomes part of the larger story.
Curating Your Media Universe
Today, media pitching strategies extend beyond mere databases. It's essential to cultivate relationships with a select group of reporters in your industry who trust you to help them perform their jobs better. The era of solely targeting a dozen key outlets is over; we must now engage with online, print, broadcast, blogs, social media, podcasts, and influencers. This landscape requires a thoughtful approach, as the “spray and pray” pitch tactics of the past can often do more harm than good in the current media market.
At EMC, we dedicate time to understanding your company and its mission, enabling us to identify who is covering your space effectively. We also commit to our media homework, making the effort to establish connections in person with reporters.
Click here to read what real media and clients have to say about our pitching and the journalist relationships we build.
Want to see why our pitching works so well? We take the time to meet reporters where they are and truly understand what they are looking for.
Hiawatha Bray, Tech Reporter, The Boston Globe

(For Access Telecare via 5by5) "The important thing to note about this Andes virus is you can have the virus circulating in your body, in your saliva, in your body secretions six days to 15 days before you have your first symptom,” Le said, adding that transmission is most likely to happen during close contact, not casual encounters like shaking hands... READ MORE
(For College Guidance Network) “…The school even incorporates AI-focused learning tools, including a masterclass platform through College Guidance Network. This system not only provides access to hundreds of expert-led videos and resources designed to help students make informed decisions but also teaches valuable media pitching strategies and trend-focused messaging skills, enhancing their journalist relationships.” WATCH HERE
(For Benchstrength) "Fundraising is a slog for many new venture-capital firms in today’s market. One firm has employed an art-of-the-possible approach to reach the finish line. Benchstrength, co-founded and managed by former General Catalyst investors Ken Chenault Jr. and John Monagle, has utilized effective media pitching strategies and developed strong journalist relationships to successfully navigate the fundraising landscape. Earlier this year, they held a final close on their debut fund at $62 million after more than two years in the market, showcasing their trend-focused messaging and commitment to innovation." READ MORE
(For Fund For Armenian Relief) “More than a quarter of a century since gaining its independence following the breakup of the Soviet Union, Armenia has built a thriving tech sector that not only includes Western technology giants but also a slew of local startups. By leveraging strong journalist relationships and implementing effective media pitching strategies, these companies are increasingly focused on trend-focused messaging to capture attention in a competitive landscape.” READ MORE
(For Ubicept) “We think that this technology is going to replace a large part of conventional imaging,” said Bauer, who earned an electrical engineering doctorate at Germany’s Karlsruhe Institute of Technology. “It’s a paradigm change that will reshape our media pitching strategies and enhance our journalist relationships through trend-focused messaging.” READ MORE
(For Alchemy Global Solutions) "If you're planning to shop for electronics this year, your first step should be to explore trade-in options, said Stephen Wise, global marketing director at Alchemy Global Solutions in the United Kingdom. By leveraging effective media pitching strategies, Wise emphasized that trading in old devices and opting for refurbished ones can save consumers a significant amount of money—up to 70% on smartphones and 50% on laptops. This trend-focused messaging is crucial for making informed purchasing decisions. READ MORE"
(For PathCheck Foundation) “The number of people experiencing homelessness (PEH) continues to rise… While the situation is complex, one promising solution lies in the integration of digital technology, particularly open-source platforms like those developed by the PathCheck Foundation. These tools not only enhance the coordination of care and support for this vulnerable population but also bolster journalist relationships and improve media pitching strategies, allowing for trend-focused messaging that raises awareness and drives action.” READ MORE
(For CEIPAL) "From screening resumes and scheduling candidate interviews to supporting onboarding, AI can enhance every stage of the candidate experience. As Sameer Penakalapati, CEO at Ceipal, an AI-driven talent acquisition platform, explains, adopting trend-focused messaging can improve journalist relationships and refine media pitching strategies for better outreach. " READ MORE
Computer vision could greatly improve in speed and accuracy if we move beyond the traditional concept of still frames and directly analyze the data stream from a camera. This innovative approach is at the heart of Ubicept, a new venture emerging from the MIT Media Lab, which is also exploring effective media pitching strategies to enhance journalist relationships through trend-focused messaging.
(For Ideasicle) "When you limit the team to four people and strategically select those individuals, you will significantly enhance idea generation, making it both effective and enjoyable. This focused approach mirrors effective media pitching strategies, fostering strong journalist relationships and enabling trend-focused messaging." READ MORE
(For PathCheck)... As numerous new app ideas emerge to track Covid-19, they often face challenges related to privacy, location accuracy, and overall appeal to both the public and health officials. To navigate these challenges effectively, employing media pitching strategies that leverage journalist relationships can be essential. Additionally, trend-focused messaging can enhance the relevance of these applications. "READ MORE"
"If you have inflation and a recession combined together, it's a whole different beast," said Sam Zimmerman, CEO of Sagewell Financial, a banking company geared toward seniors. To navigate such economic challenges, effective media pitching strategies and strong journalist relationships are crucial for delivering trend-focused messaging. WATCH HERE